ecommerce experience for complex product offerings.
thermofisher.com product catalog produces over $10 billion a year in revenue and the instrument storefronts serve as the education, consideration and decision for a diverse set of science-specific product offerings. this refresh project has provided value to users with a simplified journey and impactful content and also to the business groups with organized structure and lead generation.
my role. ux design. ui design. art direction. creative direction. brand strategy. digital marketing. ia. project management.
With lack of governance over time, the thermofisher.com experience had become difficulty to navigate and the designs and content usage was inconsistent and not utilizing best practices and methods for conversion. Some other pain points of the website include non-responsive design, images not dynamic or scalable for varying screen sizes, inconsistent marketing imagery usage and placement, and usage of off-brand colors and and messaging.
we re-imagined the instrument storefront experience from concept to production with the goal of delivering a customer-focused instrument selection experience with engaging rich-media, organized content, and an interactive interface. updates to content, imagery, page hierarchy, and the overall customer experience resulted in higher conversion, efficient and consistent page creation, and improved brand standards and customer satisfaction.
the development of scalable templates provided a roadmap for cross-team collobartion to efficiently produce the remainder of the storefronts (170 in total). we were able to reach over the existing technical constraints and governance issues and provide more value to our users and our business groups while also contributing to the thermo fisher brand experience.