Welding Together

a Unified Global Experience 

Lincoln Electric, a global leader in the manufacturing of welding mashines, accessories, and consumables, came to us with a stable of disparate customer experiences to serve their sizable B2B audience as well as direct-to-consumer. These experiences were created without a global vision and, as such, didn’t efficiently meet the needs of the digital customer. They needed a unified, headless experience that could serve as the centralized hub for their many audiences.

  • Role: UX Lead / Creative Director

  • Activities: Heuristic Analysis and Competitive Benchmarking, User Research, User Testing, Information Architecture, Visual Design

  • Market: B2B, D2C

  • Reduction in Sites from 6 to 1

  • $2M in cost-to-serve savings

  • $20M incremental B2B ecommerce revenue

  • 230% increase in YoY B2C ecommerce revenue

Impact

Lighting a Spark

In order to understand the needs of their audience, we engaged in a variety of research exercises to help establish customer personas and primary KPIs for us to measure the success of the new experience. These exercises included:

  • Heuristic Analysis

  • Competitive Benchmarking

  • Quantitative Surveys & Analytics

  • Qualitative Interviews

Ironclad Solution

The end product was a dynamic design system that straddled mutliple platforms to create a headless, cohesive experience for all Lincoln Electric’s audience. The tools provided to their customers gave them the ability to research, compare, and locate resellers for their desired equipment, as well as support their massive B2B audience with budget monitors, user management for individual purchasing accounts, online invoicing and more.

Let’s get to work!