Momentive Website

Merkle partnered with Momentive, an industry-leading specialty chemical company, to elevate and reimagine their current web experience.

Momentive Website

Overview

To gain deep insights into Momentive and its customers, I led a comprehensive discovery and research effort, which culminated in a detailed strategy plan for the site redesign.
Project Date
Sep 16, 2023
Client
Momentive
Role
Creative Direction

Objective

The primary objective of the Momentive redesign centered on promoting self-guided solutions to increase overall customer engagement by making it easy for customers to find products, warranties, and safety documentation, aiming to reduce customer support requests related to the website.

Our team conducted strategic experience design research to effectively deliver a solution that promotes an increase in registered customers and lead generation. Additionally, I led the effort to enable the seamless transition to Adobe Experience Manager (AEM) by structuring the redesign as a content management solution to facilitate content authoring and updates.

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Approach

First, stakeholder and customer interviews were conducted through a systematic approach. Stakeholder interviews involved discussions with key decision-makers, focusing on understanding business goals, expectations, and preferences.

Customer nterviews were carried out to gather insights into user behaviors, needs, and pain points. The results highlighted alignment between stakeholder expectations and user needs, providing a foundation for the redesign strategy.

After leading the team to craft personas based on comprehensive interviews, we delivered an information architecture (IA) analysis that uncovered gaps and enabled an enhanced future state IA.

Next, the team conducted a Heuristic Analysis leveraging Jakob Nielsen's 10 usability heuristics to evaluate the current state site and to gain valuable insight into current-state website opportunities and user pain points.

I also lead the charge to direct the Merkle team to conduct a competitor analysis of direct and indirect competitors to further drive the future state of Momentive's website.

Deliverables

After the initial research phase, I structured the design phase to facilitate the most efficient path to integration with Adobe AEM. This involved an exhaustive component audit and vision design to drive the resulting site design and pattern library.

While working closely with Momentive stakeholders and key decision-makers, I led the team to craft an Atomic Design system at both the system level (atoms, molecules, and organisms) and the product level (templates and pages) to enable a swift transition to the new content management system.

Gallery

The resulting effort also included a future-state strategy to build the new website experience centered on an enhanced ecommerce experience leveraging Magento and Adobe Experience Manager.
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