B2B E-commerce

Siemens DISW Website Redesign

Siemens Digital Industries Software is an American company that specializes in 3D and 2D Product Lifecycle Management software for manufacturing and design businesses. In 2022, the Company started its transition into a SaaS-based business from traditional selling to keep up with competition.

My role

UX/UI Designer

Timeline

3 months

Tools

Adobe XD

Zeroheight

Mural

Userinterviews.com

Maze

Teams

10 UX/UI Designer, 5 Software developers, 1 UX Writer

Goals of the project

Redesign the website into a more impactful platform to market and sell the products.
Improve the consistency of visual elements and overall experience with Global Branding.
Improve the navigation so that customers can quickly find the information they are looking
Optimize the customer buying journey
Optimize content design with new consistent components

35%

Improved product navigation

25%

Reduction in bounce rate

84%

Increase in user engagement

Research

Ideation

Redesigns

Research

What our customers are saying?

After conducting user interviews with the target audience and analyzing their challenges with the website experience, I performed a Thematic analysis. This method allowed me to delve into the root of the problems and identify the major issues.

Here are the major issues identified:

Inconsistent experience across different product pages
Confusing website navigation with complex categorization
Lengthy and complex purchase journey as user need to go through different purchase journey for different country

Thematic Analysis of user interviews data

Thematic Analysis

Competitive Analysis

It was the right time for me to seek inspiration and learn how the major competitors are managing and providing experiences to their users.

The goal of competitive analysis is not to copy the designs or ideas, as target audience and demographics were different, but learning and drawing inspiration from competitors can still add value to our project. We should also understand important user touchpoints such as navigation, the purchase journey, and the landing page and optimize them on our platform.

Major competitors of Siemens:

Dassault Systèmes
Autodesk
PTC
Ansys

Competitive Analysis of Autodesk, Ansys and Dassault Systems

Card Sorting

Goal

To understand mental models of users and how customers from different industries sort and filter products and solutions based on provided names, suggest names, and product listing preferences.

Planning and Execution

I conducted the card sorting study with 22 customers from different industries with the help Maze platform. Conducted Chi-square test to make sure the data is not random. Based on the patterns, made 3 different prototype options to test it out with the user.

Ideation

Brainstorming with team

I organized several workshops where we brainstormed ideas openly with different teams. After gathering ideas, I worked closely with senior managers to assess the impact versus effort for each one, helping us prioritize what to focus on.