Culligan's Journey to a Cohesive Digital Ecosystem

Culligan, a global water brand, aimed to unify and elevate its digital presence. After several acquisitions, the brand struggled with disconnected journeys between Culligan corporate and business unit websites, inconsistent design, and low traffic.

Our vision was to unify the digital experience under 'One Culligan' to solidify its position as a global water brand leader. By transforming the corporate site through purposeful and consistent design and content strategy, we created valued experiences for job seekers, media, investors, and consumers. We established scalable components and design guidelines that enable Culligan’s business units to efficiently engage as part of the larger digital ecosystem.

Contributions and Impact

Heuristic UX analysis of the old site, identified opportunities based on audit and existing user research
Designed a new site architecture
Developed wireframes for components and pages
Collaborated with strategists and the client to define experience principles

The new ecosystem establishes a clear role for the corporate site and creates purposeful intersections with the BU sites.

By giving each touchpoint a distinct but interconnected role, we can tell a bigger, more holistic story about the Culligan brand that adequately conveys our leadership, scale, and innovation in the water space.