Project Summary
This project saw us design and develop a new website for Pinseeker in order to promote its range of products sold to golf courses around the world. As well as a new look and feel, a cart and checkout were added to enable eCommerce sales.- UX/UI Design
- Content Design
- Web Development
- Ecommerce
- PIM
The Challenge
A manufacturer with an ethical product range to promote.
It’s a brand new channel
Selling online is a new idea for Pinseeker, with all sales previously made via distributors or field sales.
They have configurable products
A number of products have varying complexity that needs to be managed and automated for online sales.
Sustainability needed highlighting
The target industry has a sustainability problem that Pinseeker wants to address with a new product offering.
Research & Discovery
As with every project, we started this with a research and discovery phase in order to learn as much as we could about how the business is evolving to meet new demands. The results gave us valuable insight to move forward with.
Stakeholder Workshops
We started with a stakeholder workshop, where we discussed the reasons behind the project. What were the key objectives, but also the concerns and potential blockers?
Persona Development
We researched the target audience (golf club managers and hotel owners), learning how to speak their language. Turning this research into personas gave us a point of reference later on.
Content Audit
Having access to the product data and previous website content enabled us to review what has worked well in the past and where work was needed.
Userism took the time to understand our business, but more importantly our clients.
User Experience & Wireframing
User Experience Design is the process we use to consider how a person will make their way through a website. The paths they will follow and what they will discover along the way. When a potential customer lands on a website, we want to guide them down a path that informs, educates and entertains them to a point where they are ready to make a purchase decision.
User Flow Analysis
The first step was to create a high-level view of the pages and tasks a user may want to take when landing at any given point on the site.
Sitemapping & Content Planning
From there, we put a site map in place that allows for efficient navigation of all the important content in a logical structure.
Wireframing
Next, we developed high-fidelity wireframes for mobile and desktop that serve as the blueprints for the site to test layout and user flow.
User Interface Design
UI Design is when the look and feel of a site come together. We take the business visual identity and apply it to the wireframes to create an aesthetically pleasing, on-brand website design. We use Atomic Design principles to create component-based layouts that foster consistency and keep users engaged with the content.
Colour Usage
Starting with Pinseeker’s existing brand, we created a colour palette that can be used for digital to create an inviting, yet striking appearance.
Fonts & Typography
Several fonts were chosen for this project with consideration given to how different weights effect the perception of the text.
Heading 1
Source Serif Pro SemiBoldBody Copy
Raleway MediumLinks
Raleway BoldLayout & Imagery
A range of imagery had to be considered for this project. Pinseeker is lucky to have a back catalogue of stunning photography taken on-site at beautiful golf courses around the world. We then art directed the addition of a number of shots designed to illustrate the company’s commitment to sustainability and craftsmanship.
The Final Result
The end result for Pinseeker is the ability to sell their products online for the first time, giving them a whole new channel to connect with customers. In addition to offering product and category listings, we’ve added content that enhances the customer’s knowledge of the business and gives them a reason to delve deeper into Pinseeker’s eco-friendly efforts.
Landing Page With Rich Content
A number of new pages have been created to offer insight into Pinseekers value proposition. The content is designed to highlight specific points throughout the user journey.
Intuitive Navigation
We’ve re-designed Pinseeker’s main menu to make all product groups and associated content easily accessible from anywhere on the site.
Integrated Ecommerce Systems
The category and product listings are built on a modern eCommerce framework that provides order management and reporting directly to the business.
Integrated Ecommerce Systems
The category and product listings are built on a modern eCommerce framework that provides order management and reporting directly to the business.
The End Product
What we’ve created is an exciting, premium aesthetic for this manufacturer of golf course equipment, where current customers can find the products they require easily and re-order them quickly. New customers can browse products alongside content that promotes the business’s commitment to sourcing high-quality, sustainable materials.
