DuPont, one of the oldest companies in the United States founded in 1802, is today one of the largest diversified materials companies in the world. The company has a strong brand history as well as continual success in innovation, quality, reliability, expertise, and partnership in their success. In 2006, Ogilvy and DuPont embarked on a client agency relationship, resulting in the first-ever re-design and consolidation of DuPont.com. During that time, DuPont’s product range and digital business ambitions broadened, and the importance of emerging markets grew, particularly in the BRIC areas: Brazil, Russia, India and China. The result was Project Phoenix: A platform re-design of a global DuPont digital experience to better deliver on the brand reputation, and grow the business in emerging markets, and across the digital space – encompassing search, mobile and social.

The first full digital platform for over 37,000 DuPont products and services, which are sold in over 100 countries, and managed across over a dozen business groups within DuPont. Ogilvy’s UX process included all core User Experience project activities, including stakeholder interviews, a global ethnography, business requirements and high level use cases, visual modeling and interactions. The site design includes localized country home portals, an integrated global search engine with multi-facets and filters, and user paths by industry, product and corporate theme. It is fully responsive, for both mobile and tablet experiences. Corporate content includes a new timeline that brings DuPont’s 200-year history to life, and new science, sustainability and global challenges sections. Business level content includes thousands of pages of new and repurposed content, as well as custom tools such as a crop protection product selector for farmers and a Corian color selector for contractors.