Strategy / Branding / Interactive
The design challenge with Watson was to simplify a labyrinthine collection of related product offerings into a clean user experience in a way that was organized but still visually engaging.
Which meant studying Watson & their customers. Interviews with their team, partners, clients, and customers in directed but casual discussions allowed us to create user personas that illuminated what information customers were actually looking for.
Looking at our now encyclopedic knowledge of Watson through the lens of their customers’ needs, we developed an organizational strategy to govern the creation of a site map and help Watson restructure the way they thought about their own products.
We directed a photo shoot at Watson’s HQ to ensure the site’s hero and banner regions showcased the products in a stunning and visually enticing way.
It was important that we incorporate many of their existing 3D models into the new site, so we created a new icon system that bridged the flat technical line drawings of their pricing guide with the rich dimensionality of their product renderings.
Remember us mentioning that Watson had a line of furniture exclusively for Dispatch? Originally we weren’t tasked with the projects, but after seeing how well their office furniture website was turning out, they decided to revamp their other brand as well!