Wesbeam is the only Australian manufacturer of LVL and I-joist engineered wood products.
Their website hadn’t been updated for quite some time so with a direct goal in mind – a user-driven website, built from the ground up providing the information that their customers, partners, and suppliers need we got to work.
Their major focus was to construct a user-driven Information Architecture that would become the basis for the website structure – and all of this had to be driven by extensive user research.
The site also had to create an interface that would accommodate the needs of professionals and merchants with a wide variety of backgrounds, skill sets, and technical abilities.
UX always comes with its own set of challenges. For the Wesbeam user research was a critical factor and we needed to conduct interviews with time-poor professionals and vendors from across the country and the logistics of this proved difficult.
There was also the challenge of trying to meet highly specific and specialised needs for a variety of professionals (architects, engineers, manufacturing administrators) – while still having a website that looked great, is easy to use and felt cohesive.
This meant that we had to develop a comprehensive understanding of the industry-specific challenges faced by the different users in order to present information to them in the right way.
For this project a key point of difference was that the audience needed to see technical information in the right form – another challenge was to combine technical information and graphics into a format that users would engage with.
We partnered with Alyka and found the solution to be in the detail and quality of the User Experience (UX) they conducted way before a line of code or design of a landing page was created.
There are so many different tools in the UX toolbox, and for Wesbeam, this included a combination of user research, user interviews, prototyping, and user testing.
Extensive pre-interview research (in close consultation with Wesbeam) was undertaken in order to identify the specifics of these user needs, understand their processes and understand the right questions we needed to be asking in the next stage – user interviews.
We worked closely with Wesbeam and Alyka to find the appropriate interviewees and coordinate interviews with them. To gain real insight into your users’ needs, behaviours, goals and frustrations, you have to ask open-ended questions that do not lead or guide the interviewee to a desired answer.
Prototyping and User testing
This tactic involves creating a sitewide prototype and providing it to multiple users to test, making jot of where and why they hit roadblocks and updating from there.
The results speak for themselves. After only three months the number of sessions, unique visitors and average time spent on the page had all increased and the upwards trend has continued.
120.40% increase in page views from organic traffic
18.29% increase in average time on page from organic traffic
69.01% increase in organic traffic
8.12% decrease in bounce rate
60.36% increase in new users from organic traffic
Wesbeam continues to receive positive feedback on the site overhaul and we’re really proud of how various teams came together to work collaboratively to deliver outstanding results on such a complex, large scale project.
Check out the website for yourself here.