Davis Lighting has undergone a brand revamp in 2020 to position itself a modern and experiential company. The company has engaged Orangesoft to continues this exercise by developing a new website and marketing collaterals & materials. The new materials developed should help the company’s strategy to engage more extensively with sophisticated decision makers and specifiers like consultants and end users (e.g. building owners, property developers, REIT owners).
Project Objectives
• Showcase the Company’s expanded capabilities in terms of lighting products, smart solutions and other services through revision of existing and creation of new website pages.
• Improve brand perception and credibility to the customers & prospects with a modern, and mobile responsive website design, high resolution pictures and more extensive project showcase
• Improve ease of navigation especially on the product and solutions offerings with easy to use filters, search functions etc
Enhance Online Presence
Boost User Experience and Credibility
Content Refresh and Navigation Optimization
Target Audience/ User Groups
Davista Lighting serves five distinct user groups: property developers seeking company profile and references, consultants and specifiers requiring detailed product information and project examples, electrical sub-contractors needing installation-specific details, and lighting partners desiring overall product knowledge and successful projects. All groups ultimately seek information to make informed decisions about incorporating Davista's lighting solutions into their respective roles and projects.
Problem Statement
Davis Lighting's current website fails to effectively showcase its expanded capabilities and hinders user experience, impacting brand perception and credibility.
Limited content
The website may not adequately represent the company's full range of lighting products, smart solutions, and other services.
Outdated design
The website's design might be outdated and lack mobile responsiveness, leading to a poor user experience on various devices.
Complex navigation
Difficulty in finding specific products or services due to lack of clear organization, search functionality, or filtering options.
Heuristic Evaluation
The critique process I went through in finding the usability and experience problems resides in the current interface so that they can be attended to as part of an interactive design process later.
Competitor Analysis
We've done an analysis across the competitor's website to benchmark the new website for Davis Lighting in terms of features, usabilities, user interface, etc.
Ideation
Focusing on the core messages Davis Lighting wants to convey, such as its expanded capabilities, commitment to innovation, and dedication to sustainability, the team came up with the three pillars: Enlighten, Empower, and Enable.
Information Architecture
Getting rid of the current product-based navigation, we are introducing a solution-based sitemap, creating a dedicated journey for both the b2b & b2c customers.
Tree Test
78% of the users have successfully performed the task, thinking that they can find the solutions that's relevant to their industries with the applications given.
Delivered Solutions
Solution-based navigation
This solution-based sitemap provides a framework for organizing the Davis Lighting website in a way that is user-centric and aligns with the company's key solutions. By prioritizing clarity, information accessibility, and engaging visuals, the website can effectively serve the needs of diverse user groups and contribute to the overall marketing and sales objectives.
Targeted Industries
By incorporating an industry-focused section alongside the solution-based structure, it can cater to a wider audience, demonstrate its expertise in diverse applications, and ultimately drive targeted lead generation and business growth.
New Vision/ Conceptualization
To create a user experience that not only showcases its products and solutions but also resonates with its target audience, establishes its brand as a thought leader, and ultimately drives business growth.
Advanced Search Function & Application Marker
By implementing these advanced search functionalities and industry markers, it can empower users to make informed decisions, streamline the product selection process, and ultimately drive higher conversion rates and customer satisfaction.
