Lincoln Electric: UX Strategy
“How might we understand our customers and their distinct needs across our entire digital ecosystem?”
My Role: UX Lead
Approach
We conducted over 20 stakeholder interviews and 26 customer interviews across multiple business sectors in order to create personas and journey maps that illustrated actual customer behaviours.
We completed existing site assessments on key domains, and a competitive assessment for additional strategy inputs. From here the experience strategy was developed that defined the future experience mission, themes and structure that would address gaps and opportunities across personas and journeys.
Outcome
Personas, journey maps and an experience strategy report that illustrated customer needs, motivations, and recommendations for what a new digital platform should include which would act as an input to design and development phases.