Background

With the success of the RAZR Motorola's internal focus had shifted back to the consumer as an end user. Now, more than ever, consumers were visiting Motorola.com expecting to find product information, commerce, and support.

Problem

The site, particularly the global homepage, was focused on delivering big picture brand stories about future technology and company history. If you were looking for product specs on a RAZR or hoping to buy one, good luck. Our research showed users were flocking to our site and never making it past the homepage. It just wasn't apparent that we even had what they were looking for.

Solution

Our strategy was twofold. We knew we needed to wipe the slate clean, but that would require months of user research, iteration and buy in from international stakeholders. While we would begin work on a comprehensive redesign of the entire site, we needed a quick refresh to be completed concurrently. We had enough internal research and concepts to make some key high level changes to the information architecture and online brand to get site back on the right track. This included aligning the navigation to customer's purchase cycle needs: research, buy, support, as well as introducing a separate segment based navigation that mapped to B2B constituents. Finally, everything had to be done to support the products, not so much the company.