Putting the spring back into the company!
Increase in organic traffic by 40%
Combined two identities into one for a strong and flexible new brand.
The challenge / goals
A spring could be a small part of an invention - but there would be a big difference without it. This was my thought and theme for the whole project following discussions with the stakeholders.
Flexo Spring have been using two brands side by side for a number of years, and now agree that this is confusing and not a clear identity. It was key to review all elements of both brands and develop a new, unique element to form the new commercial identity.
It was easy to see the old site was very outdated; the user experience was cluttered and unclear – meaning conversions were no where near what they could be, as potential customers disengaged before placing an order or requesting a quote. It was obvious we needed to ensure a clear path to achieve a conversion, with a smooth journey that still ensured the target audience of buyers and engineers not only found the key information they needed, but could also easily make contact with any other questions.
Research / testing
Flexo Springs has a strong history and foundation. It is a well-established family-run company, founded in 1928, which has over 4,200 stock items used in a huge range of industries, including the military and even bespoke springs for art pieces. They are quite unique, so we wanted to build on their background.
We began by choosing elements from the two brands that could be developed into something more contemporary and focussed – without straying too far from the familiarity of the old brands.
We looked at different types of springs to see how their form and shape could be used for a potential icon, either in 2D or a more solid view. We also explored using a font-only logo, letting a character give the impression of an icon, and considered compressing the “i” in 'spring', as well as playful fonts.
We looked at competitors and the existing website, images were often used but many examples were overly busy. By adding the brand-blue colour as an overlay on images, we found that 'calmed' the overall look on the page and gave an element of uniformity to the images. This meant users would not be too distracted and would focus on the text-information to get them through their user journey to request a quotation or place an order.
The spring icons provided a dynamic visual for a quick-view steer to find the item that is needed. The stakeholders really enjoyed the input of icons and this gave a simple and easy start to the UX process. Now understanding the feature prioritisation and the content structure, we started red routing the stages – with a key conversion route being site entrance to completing a quote request.
The first prototype proved that product icons needed to come high up on the page and there was a need to add a 'quote' button (in red) to the header which was clearly visible on multiple devices.
By keeping the original pantone blue, we have created an on-brand 2D icon of a spring by using different levels of contrast. The typeface used is jaunty and resilient, and really gels the brand as one!
First impressions were primarily that users were seeing the icons easily, and navigated the main images of the real product without being confused or distracted.
Once the website was live there was a 40% increase in clicks on the compression springs page. It was also encouraging to see that conversion rates for quote requests and order placements increased. By reducing the number of filters and selections, we avoided confusing the user and made the journey easy - this should encourage brand loyalty and repeat customers.