The Challenge
Braun’s global website had undergone an internal UX and SEO audit led by P&G’s digital team. The review identified weaknesses across desktop and mobile, particularly in how easily customers could find relevant products, understand category options and move towards a purchase.
The existing experience had grown across multiple markets, content types and product ranges. As a result, navigation was inconsistent, product discovery was fragmented and the route from inspiration to retailer was not always clear.
Braun needed a clearer, more scalable digital experience that improved customer confidence while creating a stronger foundation for future e-commerce capability.
My Role
I joined the Experience Planning team at Grey X London as Lead UX Designer.
My role was to translate research and audit findings into a practical UX strategy, align stakeholders around a clearer vision for the platform and develop validated recommendations that could be applied across Braun’s global and local market websites.
I worked closely with Grey’s strategy, client services and development teams, as well as Braun and P&G stakeholders, to connect business requirements, customer needs and technical realities.
The Goal
Improve the way customers discover products, explore categories and move towards a purchase across Braun.com and its localised partner sites.
The work needed to address three key areas:
Make the site structure more intuitive across desktop and mobile.
Improve product and content discovery across a complex global catalogue.
Create clearer, more credible paths to purchase while identifying requirements for future e-commerce functionality.
The Approach
Turning research into a clearer experience strategy
I started by consolidating evidence from Braun’s internal UX and SEO audit, analytics data, third-party customer reviews and a customer experience map commissioned by Grey.
This revealed a consistent pattern: customers often struggled to understand where to begin, how products differed within a category and where to go next once they had found something relevant.
Rather than treating these as isolated page-level issues, I approached the problem as a broader information architecture and journey-design challenge.
Redesigning Navigation And Product Discovery
I reworked Braun’s navigation and category structure to create a clearer relationship between product ranges, customer needs, editorial content and retailer journeys.
This included:
A revised global sitemap and category matrix.
Clearer pathways between product categories, individual products and supporting content.
Improved filtering and comparison opportunities to help customers narrow down complex product ranges.
More consistent navigation patterns across desktop and mobile.
Stronger calls to action and retailer hand-offs to make the path to purchase easier to understand.
The aim was to reduce the effort required to find the right product, while giving customers enough context and reassurance to make a confident decision.
Prototyping And Validation
I mapped key user flows across the site, from category discovery through to product consideration and retailer referral.
These journeys were translated into interactive desktop and mobile prototypes, allowing stakeholders to experience the proposed changes rather than assess them as abstract recommendations.
I also developed a usability test to validate the new navigation, category structure and product discovery journeys. This gave the wider team a practical way to assess whether the proposed experience made it easier for customers to find, understand and act on the products most relevant to them.
The Outcome
The project provided Braun and P&G with a clearer, evidence-led UX direction for improving Braun.com across global and localised markets.
The resulting recommendations created a more coherent foundation for:
Better product discovery across a broad and complex catalogue.
More intuitive navigation on desktop and mobile.
Stronger routes from product exploration to retailer purchase.
A more scalable information architecture for future content and e-commerce development.
The work helped move the conversation beyond isolated page improvements and towards a more connected, customer-centred experience across Braun’s global digital ecosystem.