Global Re-design: Mobil 1 & Mobil Delvac Websites
The Ask
Mobil Oil and Mobil Delvac websites were antiquated.
The websites were fragmented in design, build platforms were different across countries and there was no core governance of content and framework.
The experiences across devices were inconsistent with a slew of usability issues.
They needed an optimized user experience that supported different user types and languages that was easy for them to maintain across the globe.
They invested in Sitecore and needed us to create a modular Sitecore Template system to support Mobil1 Oil (Consumer) website and Mobil Delvac (Fleet) website for use across 20+ Countries and 12 languages.
This project was massive and it took three years to get to launch.
My Role
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Lead Global UX across the project with stakeholders in the US,UK, Russian and China.
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Key research lead to understand how different countries evaluate and purchase Mobil oil products.
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Lead team design sessions and client presentation of user experience strategy and work.
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Lead internal UX team in creation of all formal deliverables - Wireframes, Prototypes, Sitemaps, Use Cases/Stories, Technical Specifications
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Define User Testing - Design, Planning and Synthesis of card sort studies, 3 in person moderated usability testing sessions. Work with global teams to set up and drive additional user testing sessions within China, Russian and UK.
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Innovation sessions around key experiences within the overall site such as product locator, product selector and product comparison tools.
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Lead communication between third party development team to ensure core systems design and functionality were feasible during design and functional after delivery.
Evolution of in browser prototype over time.
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Result
- The creation of a modular component based Sitecore template system to allowed for flexibility across countries based on their content needs. I lead implementation in USA, RU, UK and China and assisted in the remaining 16 countries.
- The wireframes were built in browser which allowed our development team to be efficient in re-use front end code during development.
- We also re-utilized these wireframes as a living style guide that allowed partner agencies to quickly learn the template system and create efficiencies during global roll out of the templates.
- Through the research we understood that there were certain personas, “Gear Heads”, that liked to look for very specific product SKUs, sizes and quantities. This helped us shape the design for product locator to allow people to drill down to granular levels when looking fro where to buy products.
- Addition of new tools such as product compare and product selector tools showed immediate impact and user engagement. Users utilizing these tools showed that they were likely to convert through to the locator.