The research and discovery phase focused on gaining a deep understanding of the needs and pain points of FUCHS distributors to ensure the portal addressed their most pressing challenges. This process involved identifying key functionalities required to optimize the distributor experience, such as streamlining workflows, improving access to critical information, and enhancing communication tools. Additionally, benchmarking against competitor and industry standards provided valuable insights into best practices and innovative features, ensuring the portal remained competitive while delivering a superior user experience tailored to the unique requirements of FUCHS distributors.

Stakeholder Interviews
Engaged with internal teams (sales, customer support, logistics) and distributors to gather insights.

Workshops and Education
Organized a series of interactive workshops with FUCHS stakeholders to determine requirements.

Competitor Analysis

Evaluated similar portals to identify best practices and differentiation opportunities.

Journey Mapping

‍Mapped the distributor journey from order placement to delivery and support to pinpoint gaps.

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To align the project’s objectives with user needs and organizational goals, we organized a series of interactive workshops with FUCHS stakeholders. These workshops served as a dual-purpose platform:

Requirement Determination
Engaged cross-functional teams, including sales, customer support, logistics, and IT, to identify pain points and prioritize features. Used techniques like affinity mapping to categorize and rank requirements based on user needs and business goals.

Customer Experience Education
As a UX consultant, I recognized an opportunity to introduce FUCHS stakeholders to the strategic importance of customer experience (CX) in driving distributor loyalty and operational efficiency. During the workshops, I:
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The workshops helped crystallize essential portal features, such as real-time order tracking, centralized product information, and a support ticketing system. Stakeholders collectively agreed on a phased approach to prioritize high-impact features for the initial release.
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Stakeholder Buy-In: By involving stakeholders in the design process, the workshops built enthusiasm and ownership of the project. Participants gained a deeper appreciation for how a focus on distributor experience aligns with FUCHS’ long-term growth strategy.
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Knowledge Transfer: FUCHS leadership became better equipped to advocate for customer-centric practices in future initiatives. The workshops fostered a shared language around CX, ensuring continued alignment between teams.
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These workshops were pivotal in not only shaping the FUCHS Distributor Portal’s requirements but also elevating the organization’s understanding of customer experience. By combining collaboration with education, we established a strong foundation for delivering a distributor-first solution that reflects both user needs and business goals.

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Object Definition 
◇ Orders: Representing past, current, and future transactions
◇ Products: The lubricants and associated documentation
◇ Support Tickets: Enabling quick resolution of distributor issues
◇ Account Profiles: Distributor-specific information, preferences, and history

Object Mapping
‍◇ Defined attributes and metadata for each object
◇ Orders: Order number, status, delivery ETA, invoice link
◇ Products: Specifications, safety data sheets, compatibility, availability
◇ Support Tickets: Ticket ID, status, priority, resolution history
◇ Account Profiles: Contact information, order history, account manager details

Relationship Mapping
‍‍◇ Mapped relationships between objects to establish hierarchy and connectivity
◇ Orders link to specific products.Products link to documentation (e.g., datasheets)
◇ Support Tickets link to specific orders or products. Accounts serve as the central hub tying all objects together

Interaction Design
‍‍‍◇ Ensured users could interact with objects in meaningful ways:
‍‍‍◇ Track orders in real time
‍‍‍◇ Search and filter products by attributes like type or availability
‍‍‍◇ Submit and monitor support tickets tied to orders or products
‍‍‍◇ View personalized dashboards with key metrics

The designs for the FUCHS Distributor Portal reflect the distinct experiences and requirements of its two key personas by tailoring interfaces and functionalities to their roles. For the internal FUCHS user, the portal emphasizes operational efficiency, featuring dashboards with detailed analytics, real-time inventory management tools, and integrated support systems that enhance decision-making and streamline workflows. Conversely, for the external distributor user, the design prioritizes simplicity and clarity, offering intuitive navigation, real-time order tracking, and personalized dashboards that present relevant information such as pricing and order history at a glance. These tailored experiences ensure both personas can achieve their goals effectively while maintaining a seamless, user-friendly interaction with the portal.

Ideation & Wireframing
‍Collaborated with stakeholders to brainstorm potential features in a multi-day workshop. Created object-first wireframes to visualize workflows and object interaction

Prototyping
Developed interactive prototypes to test object-based navigation and relationships.

Usability Testing
‍Conducted multiple testing sessions with distributors. Collected feedback on object clarity, navigation, and discoverability.

Iteration
‍Refined designs based on feedback, ensuring intuitive interaction with core objects.
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The feedback gathered during two rounds of stakeholder interviews was instrumental in refining the FUCHS Distributor Portal's interface and user experience. Stakeholders provided critical insights into usability, navigation, and functionality, helping to prioritize features that align with their operational needs and workflows. Feedback emphasized the importance of clear and consistent terminology, real-time communication tools, and actionable features like notifications and order tracking. Additionally, user suggestions for improvements, such as revised dropdown selections and enhanced search capabilities, were directly incorporated to streamline processes and reduce errors. This iterative approach ensured that the portal not only met user expectations but also delivered a seamless and efficient experience tailored to their roles.

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Maintaining consistency with FUCHS’ established design system was a critical aspect of the portal’s development. Adhering to the company’s branding guidelines ensured a seamless integration of the portal into FUCHS’ broader digital ecosystem, reinforcing brand equity and fostering trust among distributors. Consistency in design—through the use of FUCHS’ color palette, typography, iconography, and tone of voice—not only created a cohesive user experience but also emphasized professionalism and reliability, values that are core to the FUCHS brand. By aligning the portal’s visual and interactive elements with the brand identity, we strengthened recognition and loyalty, while also enabling scalability for future digital initiatives.

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Alongside design work, the Experience Map for the FUCHS Distributor Portal is an additional deliverable, offering a  comprehensive tool designed to identify and address the core goals, tasks, and pain points of its key user personas, including Customer Service, Sales Operations, Accounting, and Sales Representatives. By focusing on the user journey across pre-order, order-to-cash, and post-order stages, the map highlights critical challenges like accurate documentation, efficient support management, and real-time communication. It prioritizes opportunities for improvement such as advanced analytics, tailored account management, and real-time tracking systems. This map serves as a strategic blueprint to enhance user satisfaction, streamline workflows, and foster stronger distributor relationships, ensuring a seamless and efficient experience for all stakeholders.

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The Power of Object Thinking: Focusing on objects allowed for a modular design that was intuitive and scalable.
‍User-Centered Iteration: Regular feedback loops with distributors ensured the design met real-world needs.
‍Cross-Functional Collaboration: Close collaboration between UX, the FUCHS team, and supplier stakeholders ensured smooth implementation of principles.

Reflecting on the FUCHS Distributor Portal project, it stands out as a testament to the power of collaboration, adaptability, and a user-centered approach. While the journey was not without its challenges — such as securing stakeholder buy-in and working within tight timelines — the team’s resilience and creativity ensured the project’s success.

The integration of Object-Oriented UX principles laid a robust foundation for a scalable, intuitive design, while workshops facilitated cross-functional alignment and deepened the organization’s commitment to customer experience. The project also served as an opportunity to instill a culture of CX excellence at FUCHS, equipping the company to tackle future digital transformation initiatives with confidence. This experience highlights the importance of a holistic approach to design that balances user needs, business goals, and brand integrity.