Industry
Automotive
Client
Arrow Precision
At
Nzime
Contributing Toward a 40.39% Increase In Revenue
Overview
Problem
Arrow specialise in bespoke engine component solutions, however their brand and digital platforms weren't reflecting that at all. Their offering wasn’t explained, the navigation felt disconnected and users had no clear understanding of what Arrow actually did. This lack of clarity meant the website wasn't converting users into customers.
Solution
I transformed their brand and restructured their digital platform to clearly communicate Arrow’s offering. Considering the user journey across and building trust throughout. By refining the information architecture, the site became clear and concise. These improvements, combined with the wider rebrand, contributed to a 40.39% increase in revenue the following year, as shown in their publicly available financial statements.
Crafting a User-Centred Digital Experience That Builds Trust
As the lead designer for this project, I took ownership of the end-to-end design process. The Head of Design provided feedback throughout this project and I worked closely with stakeholders, presenting to them on a weekly basis to ensure the outcome aligned with business and user need. My focus was to turn Arrow's brand and digital platform into a user-friendly platform that effectively outlined their engineering expertise and removed the frustrations that impacted enquiry rates.
Key Details
Driving Understanding and Trust
I aimed to provide understanding and build trust throughout Arrow's digital platform. Their previous platform was confusing to navigate and lacked any mention of their heritage and legacy status in the automotive industry. I considered this throughout the development of their information architecture, tailoring their site to align with this goal, ultimately onboarding potential customers and leading to an increased enquiry rate.
Understanding our Target Audience
I met with our Director and Strategy Lead to review insights from our discovery session, these were used to create personas for our target audience and influenced my design decisions. Ultimately this information positively impacted how I structured their website and was validated through positive feedback from existing and prospective clients.
Presenting to Stakeholders
I consistently presented to Arrow's stakeholders throughout this project. During this time I was praised by our Strategy Lead in front of our team for my communication and presentation skills.
