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Spansion Product Pages

I redesigned the Spansion product pages to make them clearer and easier to use, to provide findability to specific products for specific purpose, and to integrate 3rd-party ecommerce capability.
 

The Problem:

After their recent acquisition of the Fujitsu microcontroller line of business, Spansion had a need to merge this very large new product line into its existing product line and represent all their products in an easy-to-find, easy-to-understand and consistent presentation, as well as to provide a branded and 'seamless as possible' integration with Avnet, their chosen ecommerce platform.

The integration of the Fujitsu product line in a reasonably usable way was complex, as it comprised hundreds of specific product configurations, each including (or not including) product specification data, schematic diagrams, manuals and support information, product summaries and marketing information, application-specific alternatives, pricing data, photographs and more. These data points were in largest part different and in different format than data for the existing Spansion product line and had to be normalized.
 

My Role:

I redesigned the Spansion product pages to make them clearer and easier to use, to provide findability to specific products for specific purpose, and to integrate 3rd-party ecommerce capability. I designed a new information architecture, navigation and wayfinding sytem. I designed a new search system specific to products. For each of these projects, I served as the single UX Designer and worked closely with my product and development team, as well as with the client team, to perform and report on all research; to assist in requirements definition and scoping; to define information architecture, workflow and interaction; and to perform all visual design/UI work.
 

The Solution:

I conducted thorough stakeholder interviews with Spansion and Fujitsu engineers, product managers and application engineers. I did a thorough review of published industry demographic studies and sat with multiple customers representing understood customer segmentation. I performed a thorough comparative analysis of the websites and features of Spansion's top five competitors.

These activities summarize activities undertaken as a means of requirements discovery. I compiled and analyzed results and presented Spansion executives with a set of well-reasoned UX requirements recommendations:

  • Redesign of navigation system, including redesign of primary and secondary navigation, introduction of global breadcrumbs and other wayfinding affordances, introduction of product tree on product pages
  • Terminology review and simplification, and provision of inline definitions
  • Replacement of existing parametric search system with faceted search
  • Engage users and drive action through simpler product summary specs, family-level landing pages, and find-by-application function

Immediately below are sample images from the discovery presentation and from the draft design specification. You can review both of these items in full in the detailed design documents section with your provided password.

The Results:

I was no longer involved with the project at its release and cannot speak to specific results. I was, however, able to persuade Spansion to accept and proceed with all recommendations—immediately below are screenshots of the final design: