Axis Lighting is an LED lighting manufacturer on the cutting edge of technology and design.

As UX Design & Development lead, I was brought in to lead a high-visibility and high-pressure effort to redesign the Axis Lighting website. A content strategist, 2 UX designers, and 4 UI developers executed the day to day work under my guidance. My team's starting objective: create something as cutting-edge as this brand’s architectural lighting solutions while not disrupting the massive revenue they generate.

My primary role was to define the initial roadmap with product management and engineering, guide the UX team with feedback, include user research properly, align the team's goals with key stakeholders, integrate the UX team efforts with those of cross-functional partners', and ensure the website evolved to meet our changing strategic needs. In short, to set the team up for success in this design-led effort.

THE PROBLEM

80% of users were Desktop users because there was no mobile experience. User’s primarily came to the site to access documentation and resources. Analytics showed that user’s could not navigate to their desired information. Information Architecture was not intuitive and information was hidden. Most users turned to the search bar, however, search results were not predictive and did not return results unless the search parameters were entered with exact data. User’s ultimately abandoned the web experience and turned to contacting local sales reps.

DISCOVERY & CONTENT STRATEGY

Consisted of: Stakeholder interviews, Analytics review, SEO research, Competitive audit, Website audit, User scenarios & task analysis, Content strategy, Site map (created in Slickplan)

DESIGN

Consisted of: low-fidelity sketching and rapid prototyping, high fidelity wireframes, and a UI library synced to an Invision Design System.

Sketch: Each modular component is designed in sketch at every bootstrap breakpoint (1200px, 992px, 768px, 576px, 480px)

INVISION: All designed components and templates are then synced to invision. The invision specs inform development.

WEBFLOW: A high-fidelity prototype was created of key page templates (home page, staggered grid, product detail, product listing, horizontal navigation). Two rounds of prototype deliverables were presented to stakeholders at their headquarters in Montreal, Canada.

DEVELOPMENT

I led daily scrum sessions to ensure that all modules were being built correctly and on time. I was the point person for all technical questions throughout the dev process. I also developed front-end modules myself, working directly with backend development as they were creating each component in Concrete5. The new Axis Lighting site was built on Concrete5 a framework designed for ease of use, for users with minimum technical skills. It enables users to edit site content directly from the page.

The end result is a fully responsive website built within a CMS that is flexible and maintainable.

Features include: Responsive design, Multi-faceted filtering, Predictive Search, Bi-lingual interface, Document builder, Dynamic Image gallery, Horizontal mega menu, Stunning visual design

NEW AXIS LIGHTING SAMPLES