Digital Strategy for Croda

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Client

Croda are the name behind the high performance ingredients and technologies in some of the biggest, most successful brands in the world: creating, making and selling speciality chemicals. The company have 3,600+ employees working across 18 manufacturing sites and in offices in over 30 countries.

My role

Lead User Experience Architect

The Brief

  • Work closely with internal stakeholders from across multiple global teams to create a strategy for the future of digital at Croda, exploring the digital offering from the the current consumer facing sites to internal systems. And then deliver it.

What we did

We delivered a digital strategy with recommendations and a roadmap for the future of digital at Croda. The work we carried out included:

  • Multiple workshops
  • Customer interviews
  • Stakeholder interviews
  • GA and HotJar reviews
  • Marketing audits
  • Competitor Analysis
  • Personas
  • Experience mapping
  • Site architecture
  • Sketching
  • HTML prototyping

Get off your ruminating ass and just do it

Sometimes you don’t need a brilliant idea, or even be a first-mover, to start a successful business. You just need to get off your ruminating ass and just do it. This is a lesson especially applicable to those locked down by the golden handcuffs of a cushy job and a steady paycheck.

Jeffery To, April 28 2010, It doesn’t matter if a cat is black or white, so long as it catches mice.

Using Authority To Build Trust In Your Digital Experiences

Authority is about influencing behaviour through credibility. People are more likely to take action if the message comes from a credible and authoritative source. That’s why you’ll hear people name dropping and it’s also what drives retweets on Twitter.

How to use it

We all look to guidance and direction. Experiences should communicate confidence and assurance. In an uncertain or new space the presence of an authority figure will reassure people.

Demonstrate the knowledge and experience a business has in it’s area of expertise to build confidence and reassure people.  Consider demonstrating authority through showing social activity, people tend to follow the behaviour patterns of people like them.

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Hillary’s Responsive

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Client

Hillary’s have led the way in window dressings for more than 40 years.  With a turnover of 150 Million and over 1000 advisors covering Great Britain they fit everything from blinds to carpets.  However, Hillary’s existing digital platform had been designed for a desktop market, with a half way house small screen solution in place.

My role

Lead User Experience Architect

The Brief

  • Work as a mix disciplined team of UX, Design and development to take the current Hillarys platform and transform it into a modern, mobile first product catalogue

What we did

  • GA and HotJar review
  • Heuristic site review
  • Sketching
  • Low fidelity wireframing
  • HTML prototyping
  • User testing
  • Optimisation through A/B testing

Why not check out the results