Klinger & Ram
Compleja galería con filtros. Idiomas hebreo + inglés (RTL/LTR).
Rebranding. Actualización básica de identidad institucional.
- Year:
- Country: Israel
- Tags: Branding, Usability Design, UX/UI, Web Development
Klinger & Ram
Tasks:
- Rebranding – branding freshening.
- Responsive web and development redesign.
Estado de situación
The Israeli family company, a mechanical sealing provider, counted with a dated non-functional brand, both at a technical and chromatic level. It also possessed an antique, non-responsive static website.
Objetivos
- Disponer de un catálogo con información técnica completa y clara de fácil acceso en múltiples dispositivos, tanto para clientes finales y proveedores, como empleados.
- Actualizar su identidad de marca on y offline reflejando su posicionamiento como pionera en el campo dentro y fuera de Israel.
Constrictions
Las modificaciones sobre la identidad debían ser medidas, no pudiendo alejarse mucho de la original.
Requerimientos y complejidades observadas
The website had to…:
- Offer a Product Catalogue
- The mentioned catalogue had to be updatable through a friendly backend for its later use by employees, most of whom are very scarcely tech savvy.
- Be functional both for customers/suppliers as well as for employees who would use the catalogue for labour consultation.
- Have a clear UX and UI: all user profiles are mostly older adults and come from non-IT sectors, which makes this point essential.
- Be developed in English and Hebrew, with the well-known added complexity of being an RTL and an LTR language, respectively.
- Be responsive.
- Highlight the "handcraft" character within the company's work process, area in which they are pioneers in the country.
Steps
- Research
- Definition of User profiles and particular needs
- Ideación.
- Definición de AI, workflow, wireframes
- Prototype development
- UI Design
- Testeo simple de usabilidad
- Implementation
Overall Conclusions
After some user interviews (added to some extra informal feedback), it was confirmed that the bran website featuring a dynamic filtered catalogue provided innovation into the field, both at national and international level.
Customers were pleased, with a large number expressing satisfaction at the ease and clarity with which they were able to find what they were looking for.
It was also a fundamental tool in the Company's day-to-day, highly effective for employee's queries. It represented a notable increase in the effectiveness of the work given the accessibility of the updated technical information of each piece and the reduction of communication errors between parties, due to the lack of a common database.
Assets to improve
La actualización del catálogo a través del backend resultó ser amigable e intuitiva sólo para uno de los empleados, recayendo estas tareas exclusivamente en él.
Una forma de apuntar este inconveniente sería realizar un test de usabilidad para observar dónde se encuentran los inconvenientes y posteriormente iterar el diseño, buscando una optimización de la UX del backend.