Completing an independent brand restructuring project to reposition Imatech in the market, website refinement had to improve the experience for internal staff and external visitors alike.
To deliver bespoke UX, an understanding of Imatech’s audiences was essential.
Engaging the BEING Connection Strategy Model to determine core actions, our five-hour website workshop focused on unpacking Imatech’s relationship with its market, questioning audience segmentation, service offerings, decision-making practices, brand perception and key objectives.
Using the information provided by Imatech, we divided audiences into primary and secondary groups, identifying purchase decision-makers (procurement officers, asset managers) and end users (applicators, maintenance employees, engineers) as main targets. From there, BEING analysed decision-making processes, categorising the types of information that would be of most benefit to the user experience.
Proposing the implementation of specific content to acknowledge and answer the user’s need for information of value, website restructuring focuses on fulfilling demands of staff and visitors, offering an accessible global search bar, direct calls to action, a clearly structured menu, in-depth case studies, intuitive contact details, and easy access to technical specifications and details, amongst other features.
Placing greater focus on Imatech as a bespoke and custom solutions provider through an A to Z approach – from strategy to UX design, content mapping and a complete custom built website – strategy outcomes meet the company’s objectives of generating greater sales, standing apart from competitors, and promoting innovative education and tools.