Seamless integration of brand storytelling and ecommerce for Philips

In 2018, Philips embarked on a visionary project, focusing on a holistic transformation of their e-commerce and brand narrative. The objective was not to physically overhaul their existing platforms, but to conceptualize a seamless, engaging, and efficient digital journey. This vision was driven by a series of insightful meetings with the e-commerce team, discussing strategies to enhance user engagement and conversion rates, while maintaining consistent structure across business units.

I led the conceptual development of this user experience vision, infusing Philips’ e-commerce strategy with innovative UX principles and guidelines.

The challenge was multifaceted: ensuring product discoverability, enhancing content engagement, and aligning the online experience with user expectations across diverse product categories. Our approach was to envision a user-centric e-commerce platform, where content was not only inspirational but also benefit-driven, drawing on successful experiments with platforms like Amazon.

We aimed to create a navigation and search experience that was intuitive and consumer-centric, facilitating quick access to products and services. The focus was on a mobile-first approach, incorporating best practices for content structure and e-commerce essentials. The vision also emphasized the importance of an integrated video strategy and the role of accessories and support, which accounted for a significant portion of sales.

Our envisioned solution proposed a streamlined and unified digital experience. This included a refined search function that prioritized consumer needs, an efficient checkout process, and strategic cross-selling and up-selling opportunities. The concept also highlighted the importance of a cohesive ‘My Philips’ ecosystem, enhancing long-term customer value.

This vision set the stage for Philips to not only meet but exceed industry-standard conversion rates by focusing on both ‘need’ and ‘want’ based traffic. By analyzing customer journeys, traffic sources, and popular products, we laid out a roadmap for Philips to effectively increase engagement and sales. The proposed enhancements in areas like findability, subscriptions, and email marketing were designed to revolutionize the Philips online shopping experience, setting a new north star for their teams.