Visit the website : https://www.elgi.com/in/
ELGI
Reinforcing the global nature of the company
Website Redesign | Air compressor Manufacturing Company
About the project
ELGI manufactures air compressors, used by major industries like construction, food & beverage, agriculture etc.
The company wanted to reposition themselves as " Second largest compressor manufacturer by 2027 " by focusing on their global presence and reigniting their customers' confidence by showcasing their commitment to serving them with superior products and lowest ownership cost experience.
Business Goal
1. To establish ELGI as a global Indian brand
2. Increase the Conversion rate through buying behavior driven classification of customers.
My Role & Team
Role: Senior UX Designer at Fractal Ink
Team: 3 (Including me, an other UX Designer and and User Interface Designer)
Location: Mumbai, India
My Contribution: Lead the project, drive communication with the client to ensure the implementation of the brief from ideation to final execution of the wireframes, Primary & Secondary User research and UX Design.
Outcome
Successfully launched the corporate website https://www.elgi.com/us/. Post the launch, the company saw a rise in the number of queries for the products.
Problem Statement
Customers unaware of ELGI's global presence
Indian customers associate ELGI with small reciprocating compressors (a type of a compressor) and were unaware of ELGI's global presence, world class technology and leading offerings in other different kinds of compressors.
Users
Classifying customers as per their buying behaviour
Firstly, it was important to understand what kind of customers visited the website along with their primary purpose for visiting. The company provided us with different customer profiles, which helped us further classify them.
Below are the different types of customers and their motivations
Diving In
Gathering information through different sources
Existing customer reviews on website
Benchmarking manufacturing company websites
The intent of benchmarking was to study how other manufacturing companies positioned themselves on the website landing page, display of product & services information, and tools to assist the customers to make an informed decision when selecting a product as per their requirements.
Here are some key-learnings from the benchmarking.
RE-DEFINING THE PROBLEM STATEMENT
How might we spread awareness about the global scale of the company?
Journey Map
Finding design opportunities
We mapped the journey of 4 different users who will use the website, by looking at the origin of the user journey
and accordingly marked the opportunity areas on every touch-point.
The image below illustrates one of those 4 user journeys.
Click on the image to zoom in
Wireframes
Communicating global reach & variety of products offered...
The design opportunities helped me shape the initial wireframes for the website. Since the intent was to communicate the reach, experience, variety of products & after-sales service, we started off with designing the Home, Products & Services, Research & Innovation pages.
Home
Products & Services
Research & Innovation
Visual Design
Brought to Life
Here are some screens from the final design
Products
After-sales service
