company
British American Tobacco
MY INPUT
Information Architecture, UX/UI Design,
Team
Gabriela J - UX Design Adam P, Blair H - UI Design Phill C - Development
British American Tobacco (BAT) is a multinational corporation with operations in over 50 countries worldwide. Each of these markets was operating independent websites with zero brand consistency. Markets controlled their own web presence, creating a fragmented global identity. There was massive variation in content volume and types across different market sites. No connection existed between the corporate brand and local market websites.
British American Tobacco (BAT) is a multinational corporation with operations in over 50 countries worldwide. Each of these markets was operating independent websites with zero brand consistency. Markets controlled their own web presence, creating a fragmented global identity. There was massive variation in content volume and types across different market sites. No connection existed between the corporate brand and local market websites.
British American Tobacco (BAT) is a multinational corporation with operations in over 50 countries worldwide. Each of these markets was operating independent websites with zero brand consistency. Markets controlled their own web presence, creating a fragmented global identity. There was massive variation in content volume and types across different market sites. No connection existed between the corporate brand and local market websites.
The challenge
• Design a flexible system that works for markets with vastly different content needs. sdfadsfas • Maintain global brand consistency while respecting local market autonomy • Create templates that scale from minimal to content-heavy sites • Balance corporate oversight with market-level ownership • Deliver comprehensive system without direct end market access or feedback
How I contributed
UX Design & Strategy Audited 50+ existing market sites to identify content patterns, gaps, and user needs Designed modular template system adaptable to varying content volumes Created flexible component library for diverse market requirements Developed wireframes and interactive prototypes demonstrating system flexibility Established consistent navigation patterns across all global markets Information Architecture Built scalable IA framework accommodating minimal to extensive content Created content hierarchy guidelines for global application Defined core page templates with optional expansion modules Sitemap Redesign Developed flexible sitemap structure supporting diverse market needs Established relationship between corporate and market-level navigation Design System Documentation Documented comprehensive design system for handoff and implementation Created usage guidelines ensuring consistent application across markets
UX Design & Strategy Audited 50+ existing market sites to identify content patterns, gaps, and user needs Designed modular template system adaptable to varying content volumes Created flexible component library for diverse market requirements Developed wireframes and interactive prototypes demonstrating system flexibility Established consistent navigation patterns across all global markets Information Architecture Built scalable IA framework accommodating minimal to extensive content Created content hierarchy guidelines for global application Defined core page templates with optional expansion modules Sitemap Redesign Developed flexible sitemap structure supporting diverse market needs Established relationship between corporate and market-level navigation Design System Documentation Documented comprehensive design system for handoff and implementation Created usage guidelines ensuring consistent application across markets
UX Design & Strategy Audited 50+ existing market sites to identify content patterns, gaps, and user needs Designed modular template system adaptable to varying content volumes Created flexible component library for diverse market requirements Developed wireframes and interactive prototypes demonstrating system flexibility Established consistent navigation patterns across all global markets Information Architecture Built scalable IA framework accommodating minimal to extensive content Created content hierarchy guidelines for global application Defined core page templates with optional expansion modules Sitemap Redesign Developed flexible sitemap structure supporting diverse market needs Established relationship between corporate and market-level navigation Design System Documentation Documented comprehensive design system for handoff and implementation Created usage guidelines ensuring consistent application across markets
The impact
• Successfully unified 50+ disparate websites under cohesive brand system • Enabled markets to maintain autonomy within structured framework • Reduced design/development overhead for future market site launches • Strengthened global brand identity while preserving local relevance
• Successfully unified 50+ disparate websites under cohesive brand system • Enabled markets to maintain autonomy within structured framework • Reduced design/development overhead for future market site launches • Strengthened global brand identity while preserving local relevance
• Successfully unified 50+ disparate websites under cohesive brand system • Enabled markets to maintain autonomy within structured framework • Reduced design/development overhead for future market site launches • Strengthened global brand identity while preserving local relevance
