Delta Star, the leading manufacturer of transformers and provider of mobile substations, came to that funny agency needing immediate website remediation and digital evolution. Though the site was fairly new, it lacked proper backend optimization and the front end was riddled with ADA compliance issues and a lackluster user experience. A comprehensive audit, as part of our Digital Omnichannel N’ Unified Technology (DONUT) Strategy, determined the best course of action: to completely evolve the website one section at a time, in agile fashion. An agile evolution is the fastest way to start improving the customer experience immediately, while keeping an eye to the long-term health of the digital presence.
ADA accessibility isn’t just about complying with some regulations, it is about being able to connect with your customers. Did you know that about 8% of the population is color blind? It can mean not being able to see this green button on this blue image:
Which is why we changed the design to be not only stylish, but clear and easy to read for any potential customers visiting the website. We also clarified the entire navigation bar and created more visually distinct iconography, to help the user on their journey.
Being able to contact a direct sales rep is incredibly important to lead generation. The color coding design lacked a legend or branding to align visually with the overall design. Then once a state was chosen, a user was led to a generic Contact Us form.
Not only did we update the map to align with the strong Delta Star visual branding, we optimized the satisfaction in the user experience. Once a state is chosen, a user receives their complete sales rep information and a direct form to contact their rep.
Job searching. No one enjoys it. Most every job application page repeats the same frustrating pattern: after not enough real information about the potential employer, you upload your resume, then retype it into multiple smaller fields. In the current job market, that just doesn’t cut it anymore.
We created a Jobs page to increase the employer appeal to applicants. It highlights the many benefits of working at Delta Star above and beyond a single job posting, featuring a video of employees at all levels touting their job satisfaction. To top it off, we created a simplified application form to improve the user experience.
Heather Maddox, Director of Marketing, Delta Star
Dynamic ads using simple product photographs and logo were being used in a generalized campaign.
More targeted campaigns were set up based on specific user personas and goals. New artwork was created to be more relevant to each campaign and more eye catching overall.
With the user journey at its heart, we’re completely redesigning this educational treasure trove, creating content and improving the user experience. This agile website redesign is in its early stages and we are already seeing improvements.
The philanthropic organization has been championing community activism for over 40 years. They needed a distinct logo to honor their endeavors.
