Effective, easy-to-use, stunning
Building the website for a global logistics and freight company that was visually appealing, easy for customers and prospects to use, and conducive to meeting business objectives.
A comprehensive process
This sounded like a simple website project on the face of it but was extremely intensive. It needed a comprehensive process including discovery, research, conceptualising, wireframing, and testing. There were also several other challenges that the team had to overcome, including creating a beautiful design while being mindful of diverse user needs. Let’s dive into it.
Fairly technical information and processes were conveyed in simple and straightforward ways to appeal to potential clients.
First, we wrapped our heads around the technicalities of the client’s business and got familiar with the target audience, specific terminology used for international commerce (Incoterms), and the various supply chain services on offer.
Understanding the business was crucial in understanding the specific vision, needs, and goals of the client and in developing a design strategy that would effectively meet them.
Creating a story
While designing the homepage, we wanted to explore how to incorporate transportation elements like cargo planes, ships, and road transportation in a memorable and beautiful manner. To accomplish this, we came up with a story based on Incoterms beginning with a package traveling on a plane, then moving onto a ship, going to a port, and eventually arriving at its final destination by truck.
We storyboarded this and converted it into two different types of visuals, one based on real images and another based on illustrations. The option with realistic imagery was chosen, and we worked with a motion design studio to bring this story to life in the form of a cohesive video and incorporated it as a smooth animation on the homepage.
Around the world
For the remaining pages, we wanted to continue the story of going around the world through multiple modes while keeping the visuals as beautiful as the homepage using striking imagery and subtle backgrounds that depicted the open ocean and blue skies.