Syncros

Syncros Entrance Matting Systems is one of the UK’s leading specialist suppliers and installers of entrance matting, but they did not have the website to go with their leading expertise deserved.

Problem:

The old website was in desperate need of work. It was hard to navigate and unclear how to use it with many services and products many layers deep into the website, leading to a poor user experience.

The old website was static and very dated, so dated it was unresponsive mobile and did not make the full use of space available.

It was just in need of a complete re work and modernisation to help replicate the values and good reputation Syncros has built up over the years.

Client Personas:

Architect
Andrew Evans | 33 years of age

Responsibilities:

Producing detailed drawings
Sourcing products for projects
Negotiating with contractors and specialists
Preparing/presenting proposals to clients

Pain points:

Finding products of specification
Health and safety issues
Make sure contractors understand installation
Making sure business owner is satisfied with the product

Online:

Mostly uses desktop but is comfortable with other devices

Goals:

Find products to fulfil a specific need
On time service that does not disturb the schedule of their client
Convince customer/clients that their plan is fit for purpose

Contractor
John Phillips | 40 years of age

Responsibilities:

Make sure labour costs are feasible
Make sure a good net earning is achieved
Ensure installations are as simple and completed on time

Pain points:

Making sure expectations are met while working on a budget
Reluctant to try new products if not convinced
Training staff required for job

Online:

Fine with digital but usually on a phone or hand held device due to the nature of their work

Goals:

Carry out job as efficiently as possible
Work within the budget

Account manager
Cameron Jones | 30 years of age

Responsibilities:

Answer client queries
Keep a good customer relationship
Provide a source of relevant products

Pain points:

Finding products for a competitive price
Overseeing multiple accounts and contracts

Online:

Comfortable with digital, uses desktop and phone

Goals:

Providing products within a tight budget
Maintaining a good client relationships

The redesign

Home page

Product Page

Manufactures page

Team Member Page

Home page – Mobile

Navigation – Mobile

Product Template – Mobile

What was done:

I restructured the website architecture so that it simple and easy to navigate on all platforms with minimal click throughs. To reduce the bounce rate there was reduced and simplified content so that when you arrive users were faced with a simple message, encouraging more click throughs to other primary pages with on brand call to actions.

When doing research I found that instead of looking directly for products, users would often go straight to the manufactures page. This is because the users would tend to be big businesses and construction type companies who already knew what they needed in terms of matting and had preferred manufactures. By having the manufactures logos as clickable buttons at the top of the page, it meant these users could quickly and easily find what they were looking for.

Most pages would have accreditations and case studies featured on them. These were included to help build up a level of trust for the users towards Syncros, showing how much of a reliable brand they are.

Because a lot of users use their phones and tablets to view websites, it was important to focus on these designs to make sure they were responsive give the user the best possible experience when navigating the site.