Mohawk Paper

Mohawk found itself in the troubling position of being a leader in a dying industry. The answer: Change what you do, how you do it and where you connect with your customers.

THE CHALLENGE

Mohawk Paper is one of the United State’s leading producers of quality paper operating its mills since the early 1930s. After a steady decline in sales, the company realized that the industry business model had fundamentally and irreversibly changed. Technology – particularly email and online document delivery – had undercut the role of print on quality paper. Mohawk had to rethink its business model.

Early concepts explored a header functionality that provided inline access to site content, search, and Mohawk’s specialized paper catalog engine. Visual design by HYDRANT.

THE SOLUTION

Mohawk’s online presence had to be transformed from its poorly coordinated collection of websites, customer portals and marketing mini-sites into an integrated, forward looking expression of a new vision. We began with a comprehensive review of all online properties and worked with Mohawk management in a series of workshops to identify the right path forward. We were able to build consensus around a unified web presence that served all of Mohawk’s various customer segments – from individual artists to wholesale paper resellers – and positioned Mohawk as a leader in the changing landscape.

ROLE

UX Strategy, Lead IA @ HYDRANT

ACTIVITIES & DELIVERABLES

Competitor Research, UX Strategy, Requirements, Process Flows, Wireframes