CLIENT
CHAMP Cargosystems
MY ROLE INVOLVED
UX Design
UI Design
Front-end Development
SUMMARY
I instigated and took charge of the design & development of the CHAMP Cargosystems homepage from start to finish.
PROBLEM STATEMENT
Following a website build from a third party agency, the business felt that the shop window (ie, the homepage) didn't grab the users attention as the business would have liked and it wasn't something which positioned the business as a market leader.
I pushed for buy-in with management and key stakeholders to let me improve upon what had been created by the agency. I worked on everything down from researching, story boarding, wire frames, mock ups and front-end web development on the Umbraco CMS. One of the firmest requirements from senior management was that it needs to not only look great on desktop, but also on mobile and tablet devices. It was a long project (8-9 months in addition to usual daily responsibilities), but in the end we were all satisfied with the final result.
PROJECT GOALS
- Better-promote the key USP's and messaging of CHAMP Cargosystems
- Present the business as more of a market leader through improved visuals
- Look beautiful on all devices to similar standards that desktop websites are
- Provide a 'faster route to goal' for the user by serving them the content that they want
- Incorporate a slick infographic to help illustrate the CHAMP key USP's
RESEARCH METHODS
KEY FOCUS AREAS
- What are the key business propositions that will resonate well with prospective clients?
- Are we presenting content in such a way that makes it easy for users to find what they want?
- What motivates our website users to navigate the website?
- What have our competitors done well?
- Lo-fi prototype feedback
KEY LEARNINGS
We need to spark interest
After discussions with key stakeholders of the business, it was clear that a pattern was emerging which sounded like "we can do a lot within the industry, but we're not very good about shouting about it and educating our customers"
The competition is strong
Looking at competitor websites makes it easy to see that they've already caught on to how best to sell their product offerings via having many mini-sections of content to interest users in different ways.
GA and GTM are invaluable
I placed tags on the website via GTM and did a deep-dive on GA - both to gain insight on how customers use the website. I managed to find out what items of the navigation were most important to them and also the types of content which had the most engagement.
Value proposition needs emphasis
Looking at competitor websites makes it easy to see that they've already caught on to how best to sell their product offerings via having many mini-sections of content to interest users in different ways.
CONCEPTS
THE FINISHED PIECE
After some bouncing back and fourth with stakeholders, senior management and my sanity, the finished piece was largely formed from the second prototype as shown above, although it does contain some of the essence from all of them. Personally, I would have preferred to have retained the grey background on the hero image, but changing it to the red and blue gradient was sadly non-negotiable from the CEO. That being said, the overall result was very well received and exactly what we were looking for. Have a look at the video here to see the finished piece.