Client
Direct Wire
Year

2020

Scope:

  • Website Redesign

Role in team:
  • UI Designer
Duration:
  • 3 Months
Tools:
  • Photoshop
  • Illustrator
  • XD
  • Axure

OVERVIEW

Direct Wire & Cable is seeking to partner with a best-in-class digital agency to create and execute a new web strategy with the goal of helping the company grow its market share and expand its reach into new markets. The main deliverable of this strategy is a new website at directwireusa.com.

GOAL & CURRENT SITUATION

  • Direct Wire & Cable has ambitious growth plans
  • No current marketing strategy; company seeks a cohesive and strategic direction
  • Direct Manufacturing and Direct Wire are currently treated as separate brands but lack real differentiation in mind of the consumer

STRATEGY

Define the Direct Wire brand, its position in the marketplace, and build a segmentation strategy.

Positioning

  • What is Direct Wire’s differentiator and competitive strengths?
  • How can we tell the Direct Wire story in a unique and authentic way?
  • What is our sales process?
  • How do we support our distributors and third party sales channels?

STRATEGIC RECOMMENDATIONS

  • Combine Direct Wire & Direct Manufacturing websites
    • Eliminate confusion and redundancy
    • Look like a cohesive brand/company
  • Improve user Experience
    • User-friendly navigation (see content architecture, next page)
    • Clear call to action (Request Quote) and forms
    • Better analytics and tracking to understand online behavior
  • Develop useful lead magnets
    • Products by Application / Cable Finder
    • Find a Sales Rep mapping tool
  • Place emphasis on products and services
    • Consolidated product structure
    • Well-designed product pages (not PDFs)
    • Expansion to show the breadth of offering
  • Consider selling online
    • Does it make sense to sell Power Cords and Accessories online?
  • Develop a thorough SEO strategy
    • Strengthen technical approach to avoid penalties for crawlability and indexability
    • Develop strong, optimized content for better rankings
    • Big opportunity: lots of competitors online but not many focus on SEO

WIREFRAME

Following the strategy phase, client goals and vision are rapidly ideated to provide a clear overview of the interface, layout, information architecture, user flow and functionality.

Colors

Direct Wire Dark Blue

#001A57

Direct Wire Light Blue

#ABBAC6

Light Grey

#F4F4F4

Typography

Barlow

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Roboto

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

DESIGN

The design process communicates brand identity, defines visual hierarchy, and provides an opportunity to get stakeholder buy-in prior to development phase.

VIEW PROTOTYPE