Through extensive user research we developed key personas representing Logitech's diverse customer base from gaming enthusiasts and creative professionals to tech forward parents and business decision makers. These insights guided our strategic framework focused on unified brand architecture, values led storytelling (with a strong focus on planet and people), intuitive product discovery and conversion optimized commerce experiences.
A critical part of our process involved mapping comprehensive user journeys to identify pain points and opportunities across the entire customer lifecycle. We uncovered that users were struggling to navigate between product categories and understand which Logitech brands served their specific needs. This insight led us to create intuitive cross brand navigation paths and contextual recommendation systems that help users discover relevant products regardless of which Logitech brand website they initially landed on. We also identified opportunities to showcase Logitech's sustainability initiatives at key moments in the purchase journey where users were most receptive to this information.
The redesign delivered several key innovations:
- Bold new visual language balancing technological precision with warmth
- Unified site architecture bringing all Logitech brands together while preserving their distinct identities
- Centralized content hub aggregating news and stories
- Streamlined navigation and intuitive filtering on PLP pages
- Rich product detail pages optimized for conversion
Underpinning it all, we developed a comprehensive design system and component library ensuring consistency across all digital touchpoints while enabling efficient scaling.
