B2B Website: Imagery Upgrades
Enhancing visual design for increased customer understanding of product value
Overview
Client:
Siemens Digital Industry Software
Team
Myself - UI/UX Designer,
Art Director, Illustrator,
Brand Ambassador
10 Product Marketing Managers
1 External design agency
As part of an enterprise site redesign, imagery was evaluated and targeted for improvement. We tackled this by creating branded illustrations and photography guidelines.
Problems
Customers said:
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The graphics provided little value in understanding products
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They wanted more pictures of the actual software UI​
Challenges
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Keeping core web vitals at current if not better levels
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Delayed budget approval leading to compressed timeframe
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No budget for custom photography
The Process
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I created new illustrations that were on-brand
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I documented guidelines for selecting impactful photographic imagery
Examples of previous site imagery that had little correlation to products
Illustrations
I created a small set of illustrations from newly minted brand guidelines and then used them as a basis for more to be created by an external agency.
Before: Stakeholder submissions
After: My renderings
Starting point and final results of illustration upgrades
I then facilitated and art-directed the creation of 100 illustrations by the agency, distilling stakeholders’ napkin sketches and product features into creative briefs .
Before: Stakeholder submissions
After: Agency updates
Starting point and final results of illustration upgrades
Before: Site page with old imagery
After: Site page with new illustrations
Photography
Stakeholders/non-designers were responsible creating their own content. Despite their best intentions, they often chose low-value, off-brand imagery. I created guidelines in our design system for selecting impactful on-brand imagery.
Excerpts from design system guidelines I created
Results
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Built a new website with custom illustrations as a backbone that better communicated product features and page objectives (ie choosing, vs buying) to customers.
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More streamlined engaging, scannable content that which maintained or improved core vitals.
"
FY21 was such a big year for us... I'd like to give kudos for the rebranding of our global marketing sites... We've been working with the Teamcenter product team to better understand the digital journey.
I'd like to give highlights to Jason Rivera for his work with the team to re-imagine how we tell stories to customers visually.
Heather Simon
VP Digital Customer Experience
Siemens Digital Industries Software