GE, Industrial Solutions EMEA
UX Designer / Project Lead
GE Industrial Solutions is the industrial products and solutions division of General Electric, one of the world’s largest conglomerates. It is is a global leader in power distribution solutions and appliances, offering a wide range of innovative products aimed at increasing energy efficiency and reducing environmental impact.
The org needed to revamp its desktop-based catalog app to serve to customers across the continents in Europe, Middle East, and North Africa.
The project needed a complete new content management system (CMS) built along with a responsive to desktop & tablet views, and work in offline/online modes.
GE industrial Solutions org sells electrical components specialised in industrial construction & manufacturing, a B2B model. The product inventory are in thousands of models and products with much of the content being technical specifications for them.
The legacy system was limited to a desktop application running only on Windows OS. In order to expand out to the variety of devices the solution needed to be:
As is it the case for many B2B business cases, access to end-users is much more a challenge than B2C due to privacy concerns and business restrictions. To overcome this obstacle as a starting point, I’ve started with creating provisional User personas based on interviews with internal colleagues who were customer-facing.
Thereafter, with further desktop research on social media & further interviews, I was able to draft up a proto-persona to formulate the arch-type persona as the primary User persona.
It guided the design process in the early Lo-fi wire-flows to start designing the experiences based on their motivations & frustrations mapped out.