Arrow / Designed at Nzime
How I outlined their bespoke engine component solutions, raising product awareness.
How I outlined their bespoke engine component solutions, raising product awareness.
How I outlined their bespoke engine component solutions, raising product awareness.
Timeline / Long-term Contract
Timeline / Long-term Contract
Responsibilities / UX, Research, Visual Design, Information Architecture
Responsibilities / UX, Research, Visual Design, Information Architecture
tl;dr
tl;dr
I was the lead designer for this project, and I was supported by our Head of Design, while working with internal client service and development teams. Arrow were approaching their 50th anniversary and wanted to redesign their website to push their bespoke engine component solutions which weren't currently highlighted. Through user research, I identified key issues which led to the introduction of copy and content increasing product awareness, and I updated their site-map to reduce navigation-induced frustration.
Problem
Arrow weren't talking about their bespoke engine component solutions, this meant their customers lacked product awareness and weren't reaching out to enquire about their service.
Arrow weren't talking about their bespoke engine component solutions, this meant their customers lacked product awareness and weren't reaching out to enquire about their service.
Solution
The solution was to outline their bespoke engine component solutions while building trust and reducing frustration throughout their website, in order to increase their enquiry rate.
The solution was to outline their bespoke engine component solutions while building trust and reducing frustration throughout their website, in order to increase their enquiry rate.
Outline Offering
Through the introduction of copy and content, we raised awareness for their product offering.
1
Outline Offering
Through the introduction of copy and content, we raised awareness for their product offering.
Outline Offering
Through the introduction of copy and content, we raised awareness for their product offering.
1
Refine User Flow
By combining their automotive and product pages, along with their about, story and team pages we were able to reduce navigation-induced frustration.
2
Refine User Flow
By combining their automotive and product pages, along with their about, story and team pages we were able to reduce navigation-induced frustration.
Refine User Flow
By combining their automotive and product pages, along with their about, story and team pages we were able to reduce navigation-induced frustration.
2
Introduce CTA's
I integrated additional call-to-actions alongside key information to prompt users to enquire.
3
Introduce CTA's
I integrated additional call-to-actions alongside key information to prompt users to enquire.
Introduce CTA's
I integrated additional call-to-actions alongside key information to prompt users to enquire.
3
Highlight Expertise
I implemented components to highlight their expertise and increase brand trust, by showcasing their long-term industry experience.
4
Highlight Expertise
I implemented components to highlight their expertise and increase brand trust, by showcasing their long-term industry experience.
Highlight Expertise
I implemented components to highlight their expertise and increase brand trust, by showcasing their long-term industry experience.
4
How did I get there?
How did I get there?
Persona Analysis
Persona Analysis
Their audience needed to be aware of their product offering…
Their audience needed to be aware of their product offering…
In order to understand their target audience, I conducted persona analysis, utilising personas that had been previously developed by the client. Through this, I discovered the audience needed to understand what the product offering was and to trust they can work to their specifications. With limited user research I utilised these findings to inform design decisions throughout the entire project.
Heuristic Analysis
Heuristic Analysis
Arrow didn't raise awareness for their bespoke service offering...
Arrow didn't raise awareness for their bespoke service offering...
Having conducted persona analysis I analysed their website to understand how it aligned with their users needs. During this I discovered they don't outline who they are or what their product offering is. There was also no clear user flow throughout the website, as I found their sectors and product pages were disconnected, requiring additional navigation to traverse.
Having conducted persona analysis I analysed their website to understand how it aligned with their users needs. During this I discovered they don't outline who they are or what their product offering is. There was also no clear user flow throughout the website, as I found their sectors and product pages were disconnected, requiring additional navigation to traverse.
Competitive Analysis
Competitive Analysis
Everyone outlined their offering...
Everyone outlined their offering...
After reviewing their website, I carried out competitive analysis. Throughout this, I discovered their competitors introduced who they were, outlined their offering, and had combined their sectors and product pages into a cohesive user flow. I also discovered their competitors incorporated call-to-actions across their entire website, and included copy and content outlining their industry experience.
Site-map
Site-map
We reduced their site-map by 25%...
We reduced their site-map by 25%...
Having conducted competitive analysis, we amended their site-map. We did this by merging their sectors and product pages and combining their about, story and team pages. With the aim to alleviate navigation-induced frustration and increase user-engagement.
Having conducted competitive analysis, we amended their site-map. We did this by merging their sectors and product pages and combining their about, story and team pages. With the aim to alleviate navigation-induced frustration and increase user-engagement.
User Flow
User Flow
Leading to a refined user flow...
Leading to a refined user flow...
With their site-map outlined, I reviewed their user flow. Laying out the steps users will take, navigating through the sector and product pages to gain product service insight, and then through to the contact page, in order to increase conversion rates.
With their site-map outlined, I reviewed their user flow. Laying out the steps users will take, navigating through the sector and product pages to gain product service insight, and then through to the contact page, in order to increase conversion rates.
Wireframes
Wireframes
Major improvements...
Major improvements...
With research outlined and their information architecture refined. I implemented a quotes component to instil trust, I introduced components to outline their expertise; including a timeline of their heritage, and I integrated consistent CTAs throughout each page in order to raise conversion rates.
With research outlined and their information architecture refined. I implemented a quotes component to instil trust, I introduced components to outline their expertise; including a timeline of their heritage, and I integrated consistent CTAs throughout each page in order to raise conversion rates.
Design
Design
Instilling their brand identity...
Instilling their brand identity...
Having outlined their wireframe. I implemented their identity in their hero utilising their mark to develop a distinctive holding frame. I utilised their typography to develop hierarchy and their colour scheme to set out clear CTAs, and utilising imagery helped showcase their excellence throughout.
Having outlined their wireframe. I implemented their identity in their hero utilising their mark to develop a distinctive holding frame. I utilised their typography to develop hierarchy and their colour scheme to set out clear CTAs, and utilising imagery helped showcase their excellence throughout.
Conclusion & Learnings
Conclusion & Learnings
What I'd do differently...
What I'd do differently...
Talk to their target audience. Without additional user research, their user personas offered limited validation. I learned the importance of user interviews to alleviate hesitation. I would encourage user interviews moving forward, and I am confident in my ability to conduct them, thanks to my improved communication and presentation skill set.
Sketch, for as long as possible. After outlining their wireframe, I felt unsure about approaching the visual design. Returning to sketching later, I discovered fresh ideas. Going forward, I would prioritise sketching to facilitate rapid ideation and overcome creative blocks.
Developer handover. Having worked closely with our internal development team, I have learnt how to handover designs ready for development. During this time I also worked collaboratively with the development team to ensure their outcome matched my intention. I found several areas of improvement in their staging site which were unavoidable due to our designs, I would encourage regular conversations moving forward with the development team throughout the design process to avoid these issues and ensure the designs can efficiently translate into their staging environment.
Talk to their target audience. Without additional user research, their user personas offered limited validation. I learned the importance of user interviews to alleviate hesitation. I would encourage user interviews moving forward, and I am confident in my ability to conduct them, thanks to my improved communication and presentation skill set.
Sketch, for as long as possible. After outlining their wireframe, I felt unsure about approaching the visual design. Returning to sketching later, I discovered fresh ideas. Going forward, I would prioritise sketching to facilitate rapid ideation and overcome creative blocks.
Developer handover. Having worked closely with our internal development team, I have learnt how to handover designs ready for development. During this time I also worked collaboratively with the development team to ensure their outcome matched my intention. I found several areas of improvement in their staging site which were unavoidable due to our designs, I would encourage regular conversations moving forward with the development team throughout the design process to avoid these issues and ensure the designs can efficiently translate into their staging environment.
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