Heuristics of an experience

A great experience requires proper evaluations. chemical balance Dow delivers.

The Ask

Dow Chemical was planning on overhauling its entire corporate site to support responsive design and needed actionable guidance in planning the site. Dow approached us to perform deep analysis including user research in brand recognition, heuristics and best-in-class trends and complete the recommendation with art-of-the-possible design compositions.

The Challenge

Various stakeholders within Dow’s product portfolio and business units required us to evaluate brand and best practice research analysis spanning products, innovation, sustainability and Investor/Media Relations. We need thorough quantitative research from business professionals in brand “benchmarking” research to align stakeholders on marketing teams for buy-in.

Dow North America CMO

“We didn’t have a site experience that reflected who we were as an organization. We are an innovative company who conveys this through a flat, single dimensional site.”

The Approach

Stakeholder Interviews
Heuristics Evaluation and Report Socialization
Qualitative Brand Benchmarking Questionnaire/Approval
Brand Benchmarking capture and analysis evaluation
Quantitative Analysis
Current Site Heuristics Evaluation
Best Practices Evaluation
Socialization
Art-of-the-Possible Ideation
Final Socialization across DOW leadership

The Delivery

The three-part delivery allowed Dow to progressively socialize and gather consensus on aligning various product stakeholders on the CMS structure that would be created for mobile, tablet and desktop design patterns. The recommendations socialized and resolved anxiety and misunderstanding of responsive content and the impact stakeholder site ownership. This delivery included: