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Project

Global Chemicals Manufacturing Modernization

Lubrizol Corporation

Strategy

Website

B2B

Reinventing a B2B digital experience as "One"

Year

2024–2025

Services

Discovery Research, Information Architecture, Persona Development, Competitive Analysis, AI Workflow, Design Governance

Live

Problem

Lubrizol's digital presence was a free-for-all across 10+ microsites with no shared taxonomy, IA, or content structure - fulfilling the very opposite of their mission to become "One" Lubrizol brand.

Solution

A scalable architecture that holds brand consistency and business-unit autonomy at the same time: One connected experience grounded in user intent, not organizational structure maps.

Approach

This wasn't just a website redesign. It was the reinvention of a global enterprise's digital operating model as one cohesive unit.

Lubrizol needed to expand reach across complex user journeys, communicate the full breadth of its specialty chemicals portfolio, regain competitive ground, and build a global presence that still respected regional context. All of it had to hold up under enterprise governance, compliance, and SEO standards, while serving technical audiences who don't have time for fluff.

defining moments

Designing for Autonomy & Consistency

With 10+ business units protective of their own space, IA had many iterations eventually landing on a shared foundation that enforced brand cohesion and provided flexibility for handling content variation.

Designing for Autonomy & Consistency

AI for Acceleration, Not Replacement

Tools like Perplexity & Miro for competitive/market research synthesis and Relume for wireframe ideation saved time better spent for full alignment on taxonomy, feature prioritization, and content strategies.

AI for Acceleration, Not Replacement

Technical Depth Without Clutter

Product pages had to serve varied needs across procurement, scientists, engineers - all met with curated UX strategies in personalized content, industry-standardization, and behavior-based navigation.

Technical Depth Without Clutter

A New Standard of Collaboration

Alignment across a complex organizational structure created development bottleknecks solved through a "Definition of Done" framework that improved project delivery speed and quality.

A New Standard of Collaboration

Alignment across a complex organizational structure created development bottleknecks solved through a "Definition of Done" framework that improved project delivery speed and quality.

OUTCOMES

20x10

Stakeholder workshops across 10+ departments

16

Personas across buyer, user, and secondary segments

+2

x

more site engagement and visibility in search ranking

15

siloed market sites unified into 1 experience

20x10

Stakeholder workshops across 10+ departments

+2

x

more site engagement and visibility in search ranking

16

Personas across buyer, user, and secondary segments

15

siloed market sites unified into 1 experience

defining moments

Designing for Autonomy & Consistency

AI for Acceleration, Not Replacement

Technical Depth Without Clutter

A New Standard of Collaboration

Alignment across a complex organizational structure created development bottleknecks solved through a "Definition of Done" framework that improved project delivery speed and quality.