Digital Transformation

BMI Group recognized the need to establish a new digital ecosystem that would unify their brand identity into a singular online presence. Previously, the organization's online presence comprised of hundreds of disparate websites across multiple countries and sub-brands. The lack of cohesion between these sites presented significant challenges for architects and roofing professionals in accessing the product information and specifications they required. Additionally, it hampered BMI Group's efforts to establish a direct connection with homeowners and transition to a B2B2C model.

I led a deep-dive discovery process that involved running workshops with stakeholders in the head office and pilot countries to better understand their needs and challenges. From there, I created personas and archetypes based on research into key audience types, and mapped out customer journeys to identify opportunities to enhance or increase touchpoints. I also looked into site analytics and compared the individual sites, creating context matrices to highlight content overlaps and duplication, and to better understand user behavior.

As the UX lead, my main responsibility was to create a cohesive information architecture for both global and local sites, as well as the designs for all of the page templates and components. This involved defining their behaviors, variants, and how the content would be managed for them in the CMS. In addition, I managed and mentored other designers on the project, created a style guide and design system to ensure consistency and efficiency. Part of the role I enjoyed the most was creating design spikes and prototypes into new features such as a roofing system configurator for homeowners and immersive visual case studies.

One of the biggest challenges was balancing the legacy of the individual brands, such as Icopal and Redland, with the new BMI-first paradigm. To integrate these brands into the visual identity, I kept small elements of each brand throughout the UI, such as accent colors, logos, and imagery where relevant, to bring touches of each brand's heritage into BMI.

The project was a significant success, as it not only consolidated over 280 individual sites and resulted in substantial cost savings for the business, but also provided BMI with the ability to directly engage and understand their customers. As a result, the project received the Sitecore Experience Award for delivering the best personalized experience.