Project Overview
Clipsal had an ambitious goal - to have a globally market-leading, responsive website that allowed for effective segmentation of multiple disparate audiences, and provided deep functionality and integration using an online marketing and lead scoring platform. The Get Started design allows easy content updates, providing cost reductions and budget efficiencies for Schneider Electric. The new clipsal.com has seen significant traffic increases from all target markets, especially from home owners. The focused, retail based content and inspirational imagery and design makes Clipsal the place to go for home-owners building and renovating.
Project Commissioner
Project Creator
Team
Adam Griffith, Account Director
Chris Tan, Web Producer
Gareth Williams , Web Producer
Christopher Deane, Creative Director
Tracey Wiseman, Senior Designer
Fab Ferrante, Senior Designer
Derek Robertson, Front End Developer
Andrea Maggi, Front End Developer
Sarah Dam, Front End Developer
Andy Thompson, Solutions Architect
Abhinav Chikara, Kentico Developer
Carly Lyddiard, Kentico Developer
Duong Tran Van, Kentico Developer
Rakhee Patel, Tester
Project Brief
Their new site needed to deliver a vast amount of content to two very different audiences, home-owners and trade users. Content needed to be optimised for multiple devices, including tablets and smart phones, and users needed to have a seamless experience that brought them back again and again.
Clipsal.com also required backend integration with key internal systems including their product database, payment fulfilment systems, event management and member management systems. Comprehensive backend integration was required, including integration with products database, ERP system incorporating BPay and Cheque payments, membership management system, 3rd party IDOL search framework and other Clipsal-specific APIs.
The site design also included highly flexible content management templates that support responsive layouts but provide Clipsal content editors with a wide array of layout options along with a comprehensive member login area that includes personalised blog and event content based on user roles.
Project Innovation/Need
Previously the Clipsal site had a focus on simply delivering products to consumers. Now they offer end?to?end electrical solutions, to better cater for the demand of the customer. This allows customers to get in touch with their nearest wholesaler or electrician to get what they need.
To better support Clipsal’s growing customer accounts and partner groups, we also created a dashboard to focus on delivering direct communication ‘channels’ to contractors: announcing events, promotions and new product information.
Design Challenge
The biggest challenge from a usability perspective was supporting two quite difference audiences in home users (iPads, computers, browsing vs task-based content consumption) versus trade users (mobiles, older computers, task based content consumption). We solved this problem by splitting the site into two distinct sections but allowing uses to move between the two if required. Templates are quite different in their layout and approach between the site sites and the language and user journeys are distinctly different too.
User Experience
Clipsal needed to cater for a diverse audience from many different industries and levels of electrical and technological understanding. Each type of customer responds differently and therefore they required the site and its content be methodically planned to suit them. The information needed to reflect the needs of each customer and deliver the right message to achieve the best outcome.
Digital Experience - Website
This award celebrates innovation and creativity in design of a unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.
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