Senware North America

Tools: Adobe XD, Wordpress, Constant Contact (Integration)

Brief

Senware creates color measurement technology for product manufacturers. The company was looking for a website to build it’s following in North America (with a solid presence in the U.K).

The project goals were:

• Create a visually stunning website to refresh the brand and build brand identity & customer trust
• Create a platform for potential customers to engage with the brand and increase engagement & conversion rates
• Be found by search engines to emerge as a competitor within their industry

The Challenges

•  The company used to distribute color measurement information in the form of PDFs.  We needed to find a better, more accessible & responsive format to distribute this information
•  Fast timeline. The company needed to take thisproduct from 0 -  launch in the timespan of a few weeks.

The Opportunities

• Converting the PDFs to a more web-friendly format was a great opportunity for Senware because it would make their content SEO friendly and target their business goals of increasing engagement rate and generating more leads
• A new website with improved branding would help build credibility for Senware in the North American region. While the company has a large following in the UK, they needed a website & brand that would establish the company as a color measurement leader specifically in North America.
• Ideally, people would be able to search the. Senware website to find out how to incorporate Senware’s products into their workflow
• The entire project presents itself as a great opportunity to rethink the copywriting of the existing Senware U.K site. The copy on the U.K site doesn’t do a great job at encouraging interaction and could definitely be improved to enhance the experience.

The User

People who manage manufacturing & quality control across several different industries including chemical, food, building materials, and more. They are looking for cost-effective ways to quality control their products.

When searching for affordable color measurement technology, they need to know if 1) Their specific product can be measured with a new technology and 2) If the technology in question can work in their existing manufacturing process.

WHat solutions did we explore?

At the beginning of the design process, we explored the possibility of using the Constant Contact website builder as a website solution. The client uses Constant Contact as an email marketing tool and wanted to explore the possibility of centralizing their marketing tools into one area with Constant Contact’s website builder. While exploring the possibility of using Constant Contact's builder, I identified a few areas of concern with the platform.

• Versatility – At its core, Constant Contact a very simple drag & drop editor. You can build a simple blog and drag and drop simple blocks like headers, paragraph text, image, and buttons. Anything more than that is impossible with the current version .
  ‍
• As a result, the simplicity of the editor would not allow the website to grow very much in the future. If they wanted to do A/B testing or incorporate any other technology into the tech stack they’d be stuck or have to build a new website from the ground up.
• SEO – Constant Contact didn’t have very impressive SEO functionality and with this being such a large opportunity for the company, choosing Constant Contact would be a concerning choice
• Search Functionality – When initially thinking through the architecture of the site, I thought that a search function would be a great addition to help the end-user determine if Senware’s tools would work for them.For example, a user might ask “ Can Senware’s tools measure the color quality of bread”. In which case they could simply search Senware’s site for “bread” and an application page for bread would show up. In addition, a search function would be super helpful as their website and blog grows over time.
  
  At the end of the day, search is impossible on Constant Contact’s website platform and was the determining factor to steer clear of the technology.
  
•  We decided on using WordPress because of the versatility and scalability of the platform. If at any point the company needed to add functionality or pivot in any way, we can rethink the architecture accordingly.
  

The Process

Information Architecture

High-Fidelity Mockups

Due to the fast pace of this project, I created high-fidelity mockups of a few key pages of the website to begin to tell a visual story for the end-user as well as define a stronger visual brand for Senware North America. After I had received feedback and approval from the client, I began to iterate on the design and build the website using Wordpress.

The Results

At the end of the project, the client was satisfied & impressed with the end-product as well as overall depth of thought that went into the design process. They liked the recommendations I had in order to improve their company's visibility for SEO and appreciated that I took the time to run a WordPress training for their team so they felt comfortable editing their website in the future.