3M Friction Shims
When I joined 3M in 2021, my first assignment was helping launch Friction Shims, a new product designed for demanding automotive and industrial applications. I translated a highly technical product story into clear, compelling launch materials that helped sales teams and customers understand its value.
Over the next four years, Friction Shims grew from a new product launch into a major commercial success, surpassing 300 million units sold. It remains one of my clearest examples of how strong product storytelling can support a technical innovation from market introduction through global scale.
Turning a product page into a clearer sales story
Before → After
The original page combined broad industry content with dense copy and limited visual hierarchy. I reorganized it around a clearer customer journey—leading with the product’s value, then guiding visitors through applications, benefits, available solutions, and technical resources. The redesign gave Friction Shims a more distinct presence, made the content easier to scan, and helped engineers and buyers quickly find the information most relevant to their needs.
Customer & Sales Resources
I extended the launch system beyond the webpage by creating customer-facing brochures and handling instructions that translated complex product information into clear, usable guidance. These materials gave sales teams consistent tools for introducing Friction Shims, explaining their applications and benefits, and supporting customers through evaluation and implementation. The resources were later localized and replicated across 10+ countries and 5+ regions, helping maintain a consistent product story at global scale.
300 Million Milestone Campaign
I created a series of social media posts to celebrate Friction Shims surpassing 300 million units sold while promoting the latest technical white paper. The campaign paired a strong commercial milestone with deeper product education, using the achievement to capture attention and direct audiences toward more detailed information about the technology, applications, and performance.
