Philips
Global Redesign
Philips' strategy is increasingly focusing on personal health and needs a website that reflects this strategy without losing sight of commercial goals.
CONCEPTING UX LEAD UX DESIGN INTERACTION DESIGN UX STRATEGY UX RESEARCH
Bring the new strategy to life on the new Philips website
Bringing Philips' new vision to life on the new Philips website wasn't easy. The entire company and the various internal design departments had to support the translation of this vision to ensure its success.
While gathering the expectations, goals, and KPIs from different departments and stakeholders, it became clear that, in general, they were aligned, but often differed in execution. Therefore, together with Designer Marlies Bartels and the Philips design department, I established principles that guide UX, design, and content. This ensures that the new Philips strategy and user needs are always met.
Then we got to work creating a concept design that not only embodied these principles but also served as a future goal to work towards in the coming years. To make this concept as accurate as possible, I set up a complete template architecture that provided enough structure for the different departments to have a solid foundation for their pages while allowing the flexibility to differentiate their product categories. Translating the principles and the new strategy required a lot of consultation with various design and development departments at Philips because we wanted to ensure the concept was realistic and wouldn't end up being shelved. This concept needed to be achievable and motivating for the teams to work towards.
After completing the concept, we validated it with the new target audience to ensure that the new Philips strategy was well represented. The feedback was very positive! After presenting the new concept to all departments and stakeholders, we started implementing this new vision with multiple teams, where my role shifted to UX Lead. This change allowed me to focus more on safeguarding the vision, supporting UX designers, and translating opportunities into new projects.
Currently, work on the new Philips website continues every day.
As a freelance User Experience Designer, I serve as the link between stakeholders, development, and end-users. Armed with personas, user flows, wireframes, prototypes, and SEO knowledge, I ensure that user needs are uncovered and that they can easily achieve their goals.
