The Challenge
"Design a Global Website One-Platform, unifying U.S. and EAME websites while supporting emerging APAC markets. Deliver an industry-leading digital experience for Syngenta Flowers customers globally, transitioning from printed catalogues to a intuitive digital ordering system."
A scalable global platform with centralized management.
Cater to the needs of all users worldwide, considering significant differences in knowledge and experience with our products and services.
Migrate the complex and detailed product catalog to a digital version, leveraging the full potential of digital capabilities and preparing for an ambition towards e-commerce.
Best-in-class digital experience that effectively conveys our brand identity and values.
Global ambitions
The ambitions for Syngenta Flowers were clear: globally implement a digital transformation from a printed catalog to a digital online version. Additionally, achieve operational efficiency by consolidating various existing websites and markets, taking into account differences in knowledge levels and business practices. To execute this effectively, it was crucial for us to first understand Syngenta Flowers' ambitions and roadmap, followed by in-depth research into the diverse markets.
Understand the business and the customers
To gain a comprehensive understanding, we conducted extensive interviews with key stakeholders worldwide, analyzed the analytics of the current websites, and familiarized ourselves with the '15-year strategy' and brand guidelines. Equally important were the interviews and site visits with Syngenta Flowers' customers and end-growers. Hearing their desires, needs, and reasons for choosing competitors in certain situations was crucial. This research provided us with abundant new opportunities, which we mapped with project stakeholders to compile a briefing for our Explore phase, including 'How Might We's' (HMWs).
The challenges of global usability testing.
With these insights and HMW's, we created prototypes in the 'Explore phase' for the solutions designed for various journeys and tasks. Despite the challenges, we tested these prototypes with diverse target audiences worldwide, ranging from technically advanced and professional growers in the Netherlands to large-scale importers in the US and novice growers in India.
Based on the learnings from these usability tests, we completed the entire design and delivered it with a token-based design system and guidelines to the external development agency.
Unfortunately, I cannot provide further details or showcase implementations as they are not live yet.
My role and accountabilities
Project and Design Lead
Business development
Translate client request in project plan
Creation and facilitation of workshops
UX and UI direction
Team planning and design roadmapping
Team motivation and inspiration
Stakeholder management