Honeywell
Increasing visits by 33% &
reducing drop-offs by 61%
for Honeywell.com
Honeywell
Increasing visits by 33% &
reducing drop-offs by 61%
for Honeywell.com
Role: Sr. UX Design & UX project lead
Embedded Files
Increasing visits by 33% &
reducing drop-offs by 61%
for Honeywell.com
Areas
Marketing Funnel & Lead Gen
Marketing Landing Pages
Responsive design
Search
Design System
Contributions
9 Stakeholder interviews
Competitive benchmarking
Web Analytics for user behaviours
Target audience research
Persona mapping
Information Architecture
Wireframing & UI design
Website Owners
Susan Gross - Global Director Marcom
Brain Chapman - Sr. Director Employee Experience
Sr. Stakeholders
Marcom directors from other verticals - Carrie Sinclair,
Jacqueline Miller, Rob Ferris, Bruce Eric Anderson, Peter Dalpe, Steven Brecken, Micheal Stroller
Problem context
Problem context
Honeywell, a Fortune 100 company is an that produces a variety of products, services, and solutions across various industries. It's main website Honeywell.com attracted new user traffic, but had a high drop-off rate and low repeat visitors. Users couldn't find what they wanted.
My role as Sr. UX Designer
My role as Sr. UX Designer
I conducted primary & secondary research, and analysis.
Rearchitected the information architecture
Introduced context driven layouts that improved findability for its varied customer personas, bridging users to the right information, call to actions, etc,.
Before my work
Research
Research
Research summary
Research summary
10 marketing heads one to one interviews
Web Analytics data to understand user behaviour
Benchmarked competitors and evaluated similar fortune 500 companies
Learnt about brand aspirations & legacy: Bold, solid, reliable and trustworthy.
Stakeholder Interview summary
Stakeholder Interview summary
Defined Personas
Defined Personas
Created 6 key personas with an action plan for each.
Consumer Carrie
Product oriented
Contractor Chris
Support oriented
Media Max
Subject oriented
Solutionist Saul
Solution oriented
Investor Irene
Values/Finance oriented
Employee Evan
Internally oriented
Benchmarking summary
Benchmarking summary
Big impacts stories using large images & catchy headlines to keep users engaged and show their influence on society, global issues and thought leadership.
Menu & homepage content both cater to all personas, with nuggets of information for key personas.
Written with leadership tone of voice covering trends, insights and predictions
Product/Solution specifics are handled by separate sites. Products are introduced from solutions point of view.
Focus on future drivers and their innovation through research and analysis
Interactivity such as 3D visualization, immersive tours and video infographics
Ideas
Ideas
On Content:
Contemporary design showing Honeywell's, bold & reliable brand
Honeywell customer success stories to emphasise innovative influence, thought leadership, what we do, and who we are
Organise Information Architecture, Calls to action, and content nuggets by Industries & key personas
Cross link articles to related topics and products across SBGs
Videos on human interest stories elicited with infographics, b-rolls
On Traffic Management:
Drive traffic from the corporate site to the relavant Business Group/Unit or Product/Service site/page
Success Metrics is defined by increased - product inquires, sales conversions and social sharing
Provide content based on the top keyword search analytics, such as Thermostat manuals, programmable thermostats, etc.
Use LinkedIn profiles, clickstream & search data to know users interests to provide relevant or persona specific content.
On Features
Search and filter by topics, markets, media type
Live chatbots to support customers and reduce support costs.
Downloadable Media content and embeddable video playback
Share & Subscribe of media content and feeds based on topics
Categorise articles by topics, timeline, industries, leaders, reports & hashtags with search & filter on active and archived articles.
Align cross content sharing between the corporate site and SBG/SBU site ( Brand as publisher)
On Publishing:
Rich text editor ( such as found in word press post editor )
Library of static & dynamic assets, documents and contact cards
Cross publishing across multiple sites and locations
Page Template selection
Content & Asset Version Management
Design
Design
Information Architecture & Wireframes (Tier 1)
Information Architecture & Wireframes (Tier 1)
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Visual Design
Visual Design
Home page has quick links for each persona
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Search results that provide contextual CTAs
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Industry Pages easy to understand sub categories that help quicker selections
Participants of the concept testing especially loved the quick links to related stories - "a big picture way rather than from the specifications of a component. "
Sub-categories on the industry page take users into subdomains/ sub-brand sites which use a templates I designed for Honeywell's digital transformation - Total customer experience
The 'Who we are' & awards page gives instant access
to company factsheet, media kits, leadership and more
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Contact Us
General Enquiry Form with Captcha to prevent bots submitting forms.
Country Specific Detail page and contacts
Quick links & direct phone numbers for support for various product/ service groups
Contact link for Media, Investor, Worldwide, Small business liaisons, and Vulnerability Reporting
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Employee Access to HR Direct
Single entry point to HR Related items globally
Quick tips to HR Direct content.
Support information
Check out the Honeywell Intranet Funded PoC Project part of the overall digital transformation initiative.
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Results
Results
Improved media increased traffic through LinkedIn by 200%
Site visits on desktop increased by 33%
Mobile visits increased by 17% and reduced drop-off by 61%
Better visibility into Honeywell’s industries, products, initiatives, news and directs the user to the right external site with a simplified search functionality.
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