A project to understand and completely redefine Danfoss' online strategy. Danfoss had more than 350 websites across many countries and industries. Our challenge was to bring these together in a smart, cohesive, and scalable way.
Strategy, user research, product design
Design director, project manager, strategist, 4 designers, 14 engineers
2017View site ➞
There were three clear phases of the project that I worked on. The first phase was about understanding Danfoss as a business and the challenges they face. The team for this phase was strategy heavy. I led the visual design for this phase. It was my role to make sure our strategic insight was translated through to our design process. Producing outputs to help communicate our thinking with Danfoss stakeholders.
We ran 30 user interviews with Danfoss stakeholders, best practice research, and analysis of the 350+ websites. The outputs for this phase were four key personas, a current journey map, three ideal journey maps, a revised information architecture, and a design proof of concept.
The second phase was about defining a new approach for Danfoss. The team was restructured for this phase — I was working mostly with another visual designer and two UX designers. We ran brand discovery workshops and explored visual concepts for the new website off the back of this. The other visual designer and I worked on one route each. Then we worked with Danfoss stakeholders to agree on a direction.
The third phase was about rolling out the new Danfoss experience. The general concept was agreed — but we needed to ensure it was well stress-tested and scalable. We took a systematic approach to the design and build. Designing reusable styles and speccing out components — working closely with engineers through to implementation.
We delivered a scalable new platform with a simple underlying structure. The platform made it easier for Danfoss employees to sell their segment's products. And easier for customers to browse Danfoss’ products from any country.