Lighting The Way To A Captivating Online Presence
In the highly competitive and diverse lighting manufacturing arena, Kenall found that its primary sales and marketing tool — its website — and its overall online presence was failing to capture and maintain users. The site was falling short of expectations in terms of delivering a professional look and feel, building the brand and instilling trust. Most importantly, it was not providing a conversion-boosting user experience.
Johnson Direct’s Direct Branding™ experts and interactive gurus joined forces with Kenall to build a comprehensive website unlike any other serving lighting specifiers today. Boasting a product catalog of thousands of lighting product options, JD created a robust product information manager (PIM) to feed the site’s intuitive product selector, sophisticated filtering and search features and highly detailed product pages. JD employed a comprehensive discovery audit, including primary and secondary research to establish the site’s scope, technical requirements, content needs and site map. The process of designing the site’s navigation, page types and visual appearance was guided by JD’s proven web development methodology, placing well-earned emphasis on content inventory, organization and wireframes. Kenall’s executive decision-makers were privy to an interactive wireframe prototype, demonstrating how a user would navigate every inch of the new site. Design concepting explored brand identity boundaries and revealed new ways the company could reach and engage its target markets.