Philips.com - Redesign

I played a pivotal role in the redesign of Philips.com, where our team established a global design program to create standardized templates for key pages such as the homepage, Product Listing Page (PLP), Product Detail Page (PDP), and navigation elements. We implemented a comprehensive design system and developed modular sections tailored to different business sectors, including beauty, oral healthcare, shaving/hair removal, and mother and childcare.

Role: Senior UX Designer
Date: 2021/2022

The challenge

Philips faced a significant challenge with a lack of centralization in its web design approach. Numerous different templates were circulating across various countries without an effective means of maintenance. This led to a fragmented user experience, where even pages within the same market lacked a seamless flow.

Focus & role

As the primary person responsible for the Product Detail Page (PDP), I implemented a strategy using different tiers (bronze, silver, gold) to provide customizable options and elevate the experience for high-end products. This approach aimed to enhance brand perception and cater to diverse user preferences. Additionally, I developed rollout kits to ensure the successful deployment of redesigned templates across various markets, emphasizing Philips' dual role as an ecommerce platform and a trusted brand. Another key aspect was crafting a seamless customer journey that extended beyond issue resolution to include onboarding, user manuals, and how-to content, aiming to improve satisfaction, reduce friction, and foster long-term loyalty.

Impact

The revamped design program and standardized templates improved Philips.com significantly, making it more cohesive and user-friendly. This centralization and implementation of a design system streamlined maintenance and updates, enhancing efficiency and consistency across markets. Our modular approach allowed for flexibility in accommodating diverse business sectors while maintaining brand coherence.

Customizable gradations on the Product Detail Page (PDP) improved the user journey and elevated the value of premium products. The rollout kits ensured a smooth transition to the new design, contributing to a more unified online presence for Philips.

Expanding the definition of "support" to include onboarding, user manuals, and how-to content had a notable impact on user satisfaction and loyalty. This comprehensive approach reduced friction points, increased user confidence, and strengthened long-term loyalty to the Philips brand.

Curious to learn more? Feel free to reach out.

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Curious to learn more? Feel free to reach out. / 

Email me at:

belfrohn@gmail.com

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