New website for Syngenta Flowers

New website for Syngenta Flowers

Roles

Interaction design

UX research

Year

2023

Client

Syngenta Flowers

We have been asked to design a global website for Syngenta Flowers, merging the U.S. and EAME websites, and facilitating the emerging APAC markets. The aim of this project was to create an industry-best digital experience for Syngenta Flowers customers worldwide. This project was also the start of the migration from printed catalogs (used now) to a user-friendly digital ordering experience.  

We have been asked to design a global website for Syngenta Flowers, merging the U.S. and EAME websites, and facilitating the emerging APAC markets. The aim of this project was to create an industry-best digital experience for Syngenta Flowers customers worldwide. This project was also the start of the migration from printed catalogs (used now) to a user-friendly digital ordering experience.  

The team

The team

Wessel Grift

Senior interaction designer

Ladislav Uncovsky (me)

Junior interaction designer

Evert Gras

Senior visual designer

Hylke van Maaren

Project manager

Project setup

Project setup

1

Understand phase

Defining the problem / opportunity space, and decide which questions we need to answer.

2

Explore phase

Based on the insights & opportunities defined in the previous stage, we came up with a future concept of how Syngenta Flowers can best serve their target audience.

3

Materialise phase

We worked together with a development party to ensure all our designs are implemented correctly.

Understand phase activities

Understand phase activities

Stakeholder interviews

Stakeholder interviews

Competitive analysis

Competitive analysis

Catalog and analytics deepdive

Catalog and analytics deepdive

UX audit of original site (including site map)

UX audit of original site (including site map)

Customer journey mapping

Customer journey mapping

Scoping session

Scoping session

Because of the lack of time, we haven't had the chance to speak directly to Syngenta Flowers customers.

User & business needs

The interviews and previous research allowed us to articulate user needs, and Syngenta Flower's business needs.

The interviews and previous research allowed us to articulate user needs, and Syngenta Flower's business needs.

As a user I want to …

As a user I want to …

Find product information easily and efficiently

Find product information easily and efficiently

Know if a product is fitting to my needs and available for me

Know if a product is fitting to my needs and available for me

Get information on my order and delivery

Get information on my order and delivery

Get technical support about my products easily

Get technical support about my products easily

As Syngenta Flowers we want to …

As Syngenta Flowers we want to …

Be ready for the next generation of growers, and improve the experience of current customers

Be ready for the next generation of growers, and improve the experience of current customers

Support customers in all regions with an excellent user experience

Support customers in all regions with an excellent user experience

The biggest wins revolve around discoverability and findability of product information

The biggest wins revolve around discoverability and findability of product information

Helping growers in becoming better growers by providing the right content

Helping growers in becoming better growers by providing the right content

Let's get in touch

Let's get in touch