Laundrylux / UX & UI / WEBSITE REDESIGN
Laundrylux is a leading North American commercial laundry equipment supplier offering a full suite of laundry services and solutions. The website had a high volume of traffic but users quickly left the website. They needed a modern website with a new sitemap that contained in-depth information about all of the services offered by Laundrylux. The project had a expected website launch of 6 months.
Objectives
Create a modern, fresh and approachable website with updated branding.
Create seamless user pathways for the various industries and personas that Laundrylux serves.
Create more opportunities to generate leads.
User Personas
Based off of initial discussions with the C-suite executives and sales team, we created two main prospective users that would navigate through the site. Both could utilize many of the same services but in different ways.
Sitemap
Their original sitemap was barebones containing only 24 pages. We created a sitemap that would help various buyers understand how Laundrylux could help them. We also wanted to highlight the type of equipment that they distributed as well as the services they offered. In addition, we added a resources section broken down into resource type. Current customers looking for technical help were separated from the main navigation.
Wireframes
We gathered as a team (designers, marketers, copywriters) to sketch low-fidelity wireframes. After our wireframing session, high-fidelity wireframes were shared with the client. We focused on creating modular templates and a component-based design system to minimize development workload and create a consistent feel throughout the site.
Mood Board
While creating the wireframes, we also worked on the client’s branding. The client agreed that we didn’t want the website launch to be delayed by a branding project so we kept their current logo and worked on developing their website aesthetic. The new site should feel clean and bright like fresh laundry, modern and sophisticated like their products. Although the business is centered around machines, they wanted it to be approachable and customer-centric.
Illustrations
Further down the road while designing the website pages, we realized we couldn't depend on stock photography for the buyer personas that we were targeting. We suggested using illustrations instead. We worked with an illustrator to create imagery for a phase one launch. Phase two would include illustrations for the rest of site.
Icons
We also created a library of icons for their website. Another element that elevated their branding and spoke to the specificity of their products and services.
UI & Visual Design
By incorporating a fresh clean color palette along with friendly iconography and illustrations, we created a website that exceeded the client’s expectations.
