Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
Natalia A. Framil: an avid UX practitioner, leader, strategist, bar raiser, and humble learner of humans.
COMPANY: EPAM (EMPATHY LAB) / CLIENT: LEXMARK / ROLE: UX RESEARCH & DESIGN / AWARD: WEB MARKETING AWARD
Lexmark is a top enterprise-level printer manufacturer. The goal was to re-envision the B2C & B2B global & US product discovery & eCommerce experience, leveraging the ATG platform & partnering with Professional Services, an SI partner.
I lead the entire multi-year Design effort from strategy to production & facilitated client & SI partner collaboration. I developed comprehensive B2C / B2B sitemaps, user flows, & wireframes (US & global), directed usability testing, & collaborated on visual designs.
B2C IA & user flows
B2C eCommerce strategy
Country-level experience models
Highlighting key analytics driven areas: Targeted promotions, Ink & Toner, Audience Triage, and Service & Support links
Research revealed that users didn’t always understand the differences between All-in-ones, multifunctions, etc. but could recognize them visually
Simplified category page hierarchy
Surfacing both faceted navigation relevant to the product category as well as interactive Printer tool & merchandizing categories (featured, new, etc.)
Interactive tool to enable easy product comparison
One of the most important experience areas on the site
With product upsells (more on that later…)
Ensuring eCommerce best practices through shipping / tax calculator
Wireframe
Wireframe
Final visual comps
Final visual comps
Participants
Findings
Recommendations
Sitemap & user flows
Custom experience for business partners
Refocusing on technical information