3M Building Envelope Website Redesign

The Building Envelope activation was my first end-to-end project at 3M, requiring in-depth user research and journey mapping to align multiple divisions under a unified experience. Our goal was to create a seamless user journey that effectively communicated the concept of the building envelope—the external components of a building during construction—while ensuring that each division’s initiatives, priorities, and messaging were integrated. By conducting stakeholder interviews, analyzing user needs, and identifying key touchpoints, we developed an experience that not only addressed industry pain points but also reinforced 3M’s expertise across divisions.

From a strategic standpoint, we had a clear vision of where the experience needed to live, but the greater challenge was designing it from the ground up. Our goal was to develop a scalable, user-centric solution that could support multiple lines of business, ensuring their unique needs were met while maintaining a cohesive experience. The solution also needed to be flexible and adaptable, allowing for future content enhancements without compromising its core functionality or alignment with business objectives.

We collaborated closely with business resources and key stakeholders, conducting user research through multiple interviews to expand our understanding beyond the initial insights. By leveraging both quantitative analytics and qualitative research, I led our team in identifying common themes across divisions. This iterative process allowed us to distill key user needs and business objectives, ultimately defining the North Star for our Building Envelope content: the Three Reasons to Believe—a strategic framework that unified messaging and reinforced 3M’s value proposition.

Our final solution was met with overwhelmingly positive feedback from both the business and additional lines of business. Beyond qualitative praise, we backed this success with key performance indicators (KPIs) demonstrating increased usability, engagement, and overall traffic growth, proving that our approach delivered measurable value to users across divisions. As a direct result of this success, business leaders returned to us for additional project work, recognizing the impact and effectiveness of the Building Envelope activation.