Enhancing the User Experience
AluSplash is a Singapore based company that specialises in manufacturing kitchen splashback and interior wall panels. The project for revamping the AluSplash website was two-fold - rebranding and redesigning the website. After I worked on the rebranding of the logo, I worked on the website so it could communicate the fresh new look of the brand and enhance the user experience at one stop.
Remaking a Brand Story
Rebranding can be tricky and needs to hit all the points of consumer expectation, clear value proposition, and brand longevity to achieve a successful brand revival. Redefining the brand with time is essential in overall brand growth and relevance to changing market trends. Taking an out-of-the-box approach with AluSplash's rebranding, I carried out thorough research on their position compared to its competitors.
To further brand growth, I used storytelling to touch on key points that addressed the customer journey. The content was developed to engage the target audience by helping the customer to make informed decisions rather than a product.
Identifying the New Customer
What distinguishes AluSplash from others is its focus on building a positive community within the home improvement market by nurturing an emotional connection with customers. I was able to distinguish two main Customer Personas, which helped to guide my design decisions:End-consumers (the homeowners) who bought directly from AluSplash, and Interior design firms and Installers. I was able to develop marketing strategies keeping both in mind by analysing how the brand was positioned in comparison to its competitors and what was required to communicate to its target audience
Awareness and Interest Generation
The objective was to create awareness about the rebranding, the new collections that AluSplash was rolling out, and to make the website a hub for their B2C activity. The colours and geometrical designs I had created for the rebranding worked like magic on the website, creating an attractive interface that users found easy to peruse at their own leisure. Information and content were made easily accessible so customers and distributors could find the collection they were interested in without any hassle.
Interactive Sample Testing and SEO
To make the website as interactive as possible, I wanted to use AR on the website to create a kitchen visualiser that would help the customer to understand how the product would look in a similar kitchen interior to theirs. This was an exciting addition to the website which allowed the customer to change up the colour combinations and visualise which colours and collections would work best before they make a purchase.
Having an SEO strategy is essential when developing a website. SEO ensures that users and search engines get the most accurate result for every query through unique content and a website that works well on any device. For AluSplash I worked on a keyword strategy to make it rank on the first page of Google for the top 10 researched words, combining better quality content and an improved site structure.
Revamping the website managed to garner:
- Bounce rate declined from 36% to 2% in only 4 months
- Organic traffic increased 60% per month in 1 year
- Per visit session duration on the website consistently increased, reaching almost 4 minutes per session
- +200% downloaded brochure
- + 40% subscribed to newsletter generating new leads
- Higher search ranking for selected SEO keywords
- Average position improved 50% within 6 months
My Responsibilities
- Prepare surveys to collect relevant information and perform market research
- Interview designers and installers who already use the product to assess their needs and pain points to improve the customer journey
- Define the target audience and create customer personas
- Ensure a there is a consistent design theme across all AluSplash collaterals
- Revamp the website with new content and imagery and an improved customer journey
