Serva-Lite
Serva-Lite is a leader of the emergency lighting industry in Vancouver. The company began to offer a wide variety of new products in the lighting industry and wants to be recognizable as the lighting distributor for its current and potential clients.
The Challenge
Design a responsive website that will allow Serva-Lite to increase brand familiarity, attract new clients, keep current clients, and increase revenue.
Promote Lighting, Emergency Lighting, Fire Alarm, Smoke Alarms, Batteries.
Research
I've started with a competitive analysis to understand competitors pros and cons and highlight Serva-Lite advantages. For this analysis, I've completed research of five competitors Ebhorsman, Nedco, Westburne, Gescan, Guillevin, and ten design agencies BRITE-LINE, EECOL, NORBURN, Wesco, ROBERSTON, Symmetry, CDM2, SLS, MACSii, INTERLITe.
Empathy map
I conducted 6 interviews and identified the following key user segments: Electrical contractors, Electricians, Property Managers, Service Managers, End users, Design and Build contractors.
Key finding: customers were unaware of the full product range offered by Serva-Lite.
Goals
Customer goals:
- As a customer, I want to quickly find a product, that saves my time on searching a product through categories.
- As a customer, I want to see what Serva-Lite offers, which allows me to consolidate shipping and choosing one distributor.
- As a customer, I want to ask a question, that helps me to make a decision about purchasing.
- As a customer, I want to ask a question, that will be answered by people with expertise in the product.
- As a website visitor, I want to become a customer, that gives me access to a wide variety of products and good customer service.
Business goals:
- We want to attract new customers and expand our business.
- We want to keep current customers, which helps us to stay profitable.
- We want that website visitors trust and recommend our company and website.
- We want to keep visitors longer on the website, that would be good for SEO and improve sales.
IA (Information Architecture)
IA is one of the complex parts of UX design for big projects. Nevertheless, I found it the most exciting stage. Collaboration with all co-workers, conducting card sorting and spend time in brainstorming sessions. At the end of this process, I've got a pretty clear category tree.
Corporate Branding
I tried to figure out what users have to feel when they visit our website. Together with stakeholders, we decided that the website has to be clear, lite and at the same time contain an industrial hint. The mood board and color scheme for this project.
High Fidelity Prototypes
