3m.com Homepage Redesign

UX Benchmarking • UX Design • Content Strategy

3M.com Homepage needed an update, badly. The design was dated and no longer in-line with current branding, and users left overwhelming feedback about their struggles to find what they needed on the site, especially when starting from the homepage.

I strongly believed that by redesigning the homepage to align closer with our users’ needs, we could greatly improve their experience, but before I could do that I needed to get buy-in from the larger UX team and several business groups. I also needed to find out what our users needs are. This is how I went about this initiative:

• conducted benchmarking of 3M’s homepage and those of several other companies

• assembled research on homepage best practices and presented it to teams

• engaged the Customer Support Group to learn about most common themes and pain points from their interactions with customers

• designed and conducted an empathy, prioritization and design workshops

• drafted wireframes, authored copy and partnered with a visual designer to bring it to life

• user tested and validated prototypes, and A/B tested performance of different design concepts (icons vs images)

• worked hand-in-hand with development team through the full development lifecycle

• created content strategy and design blueprints, and trained global teams on the new approach to help support replication efforts across the world