Unified User Experience Across Platforms for America Fujikura Ltd (AFL)

AFL faced challenges in delivering a seamless digital experience to its users, particularly in the B2B environment where product information accessibility and team collaboration are vital. The existing platform lacked intuitive navigation, making it difficult for users to find relevant information quickly and efficiently.

The Approach

Our UX design process started with thorough user research, which uncovered key pain points in the current system. We then translated these insights into actionable design improvements, focusing on creating an intuitive navigation structure, enhancing visual clarity, and integrating tools that facilitate collaborative purchasing decisions. The redesigned interface was iteratively tested with real users to ensure it met their needs and expectations.

“Order is the shape upon which beauty depends.”
— Pearl S. Buck

The Result

• Enhanced Navigation: Simplified user journeys, making it easier for users to find the information they need.
• Improved User Satisfaction: Significant increase in user satisfaction scores due to a more intuitive and responsive design.
• Increased Engagement: The new design led to higher engagement rates, with users spending more time on the platform and exploring more products.
• Better Collaboration: Integration of team-based tools improved collaboration among B2B customers, leading to more efficient decision-making processes.