ui/ux
ui/ux
ui/ux
web design
web design
web design
Redefining Client Engagement And Product Navigation For Furnace Associates
Redefining Client Engagement And Product Navigation For Furnace Associates
Redefining Client Engagement And Product Navigation For Furnace Associates
Redefining Client Engagement And Product Navigation For Furnace Associates
Introduction
Introduction
Introduction
Established in 2006, Furnace Associates specializes in crafting custom-built furnaces for clients worldwide. Despite their rapid growth over the years, their business operations remained outdated. Their previous website offered basic contact information, but the process of engaging with clients was cumbersome. After initial contact via phone or email, clients would receive images of products and services, with modifications made based on their needs. This manual, unsystematic approach became increasingly inefficient as their client base expanded, making it difficult to manage a growing volume of requests.
This case study outlines my approach to modernizing their processes, enabling Furnace Associates to efficiently manage a larger client base with a more streamlined system.
Established in 2006, Furnace Associates specializes in crafting custom-built furnaces for clients worldwide. Despite their rapid growth over the years, their business operations remained outdated. Their previous website offered basic contact information, but the process of engaging with clients was cumbersome. After initial contact via phone or email, clients would receive images of products and services, with modifications made based on their needs. This manual, unsystematic approach became increasingly inefficient as their client base expanded, making it difficult to manage a growing volume of requests.
This case study outlines my approach to modernizing their processes, enabling Furnace Associates to efficiently manage a larger client base with a more streamlined system.
Established in 2006, Furnace Associates specializes in crafting custom-built furnaces for clients worldwide. Despite their rapid growth over the years, their business operations remained outdated. Their previous website offered basic contact information, but the process of engaging with clients was cumbersome. After initial contact via phone or email, clients would receive images of products and services, with modifications made based on their needs. This manual, unsystematic approach became increasingly inefficient as their client base expanded, making it difficult to manage a growing volume of requests.
This case study outlines my approach to modernizing their processes, enabling Furnace Associates to efficiently manage a larger client base with a more streamlined system.
My Role
My Role
My Role
UI/UX Designer
UI/UX Designer
UI/UX Designer
Platform
Platform
Platform
RESPONSIVE WEB
RESPONSIVE WEB
RESPONSIVE WEB
Timeframe
Timeframe
Timeframe
aug'20 - oct'20
aug'20 - oct'20
aug'20 - oct'20
Objective
Objective
Objective
The objective was to design a website that allows clients to quickly find what they need without the hassle of first contacting Furnace Associates, while also helping the company stand out among global competitors in the same industry:
Modernizing The Logo: Create a logo that visually represents the services they offer.
Develop a User-Friendly Web Experience: Provide clients with a seamless browsing experience for products and services, enabling them to easily find what they’re looking for. If customization is needed, they can make those requests directly through the website, eliminating the need for back-and-forth communication.
The objective was to design a website that allows clients to quickly find what they need without the hassle of first contacting Furnace Associates, while also helping the company stand out among global competitors in the same industry:
Modernizing The Logo: Create a logo that visually represents the services they offer.
Develop a User-Friendly Web Experience: Provide clients with a seamless browsing experience for products and services, enabling them to easily find what they’re looking for. If customization is needed, they can make those requests directly through the website, eliminating the need for back-and-forth communication.
The objective was to design a website that allows clients to quickly find what they need without the hassle of first contacting Furnace Associates, while also helping the company stand out among global competitors in the same industry:
Modernizing The Logo: Create a logo that visually represents the services they offer.
Develop a User-Friendly Web Experience: Provide clients with a seamless browsing experience for products and services, enabling them to easily find what they’re looking for. If customization is needed, they can make those requests directly through the website, eliminating the need for back-and-forth communication.
Research & Discovery
Research & Discovery
Research & Discovery
This phase involved extensive communication with the founders to understand their clients’ behaviors and gather relevant data. Furnace Associates serves both national and international clients, but with no product listings on their website, customers had to contact them by phone to make any requests. Since they didn’t have a dedicated backend support team to manage business calls, they were often overwhelmed, leading to delays. This process also made it difficult to provide timely and accurate quotes based on client requirements.
I conducted a competitor analysis within the same industry, examining their product discovery experiences. Most importantly, I tested their response systems by monitoring how quickly they answered queries and provided quotes. On average, competitors responded within 24 hours, which was significantly faster and more efficient compared to Furnace Associates’ process. This quick turnaround is essential for building strong relationships with both new and returning clients, which Furnace Associates was missing.
This phase involved extensive communication with the founders to understand their clients’ behaviors and gather relevant data. Furnace Associates serves both national and international clients, but with no product listings on their website, customers had to contact them by phone to make any requests. Since they didn’t have a dedicated backend support team to manage business calls, they were often overwhelmed, leading to delays. This process also made it difficult to provide timely and accurate quotes based on client requirements.
I conducted a competitor analysis within the same industry, examining their product discovery experiences. Most importantly, I tested their response systems by monitoring how quickly they answered queries and provided quotes. On average, competitors responded within 24 hours, which was significantly faster and more efficient compared to Furnace Associates’ process. This quick turnaround is essential for building strong relationships with both new and returning clients, which Furnace Associates was missing.
This phase involved extensive communication with the founders to understand their clients’ behaviors and gather relevant data. Furnace Associates serves both national and international clients, but with no product listings on their website, customers had to contact them by phone to make any requests. Since they didn’t have a dedicated backend support team to manage business calls, they were often overwhelmed, leading to delays. This process also made it difficult to provide timely and accurate quotes based on client requirements.
I conducted a competitor analysis within the same industry, examining their product discovery experiences. Most importantly, I tested their response systems by monitoring how quickly they answered queries and provided quotes. On average, competitors responded within 24 hours, which was significantly faster and more efficient compared to Furnace Associates’ process. This quick turnaround is essential for building strong relationships with both new and returning clients, which Furnace Associates was missing.
Mapping The User Flows
Mapping The User Flows
Mapping The User Flows
Building on the research, I worked on a basic Information Architecture (IA) to structure content in a way that aligns with both user needs and business goals. I mapped out the user flows to ensure seamless navigation across key touchpoints, keeping user journeys as efficient as possible. During this phase, I also created low-fidelity wireframes to visually represent the layout and flow. This allowed me to validate design assumptions early on and facilitate clearer communication with the client, ensuring we were aligned before moving into the visual design stage.
Building on the research, I worked on a basic Information Architecture (IA) to structure content in a way that aligns with both user needs and business goals. I mapped out the user flows to ensure seamless navigation across key touchpoints, keeping user journeys as efficient as possible. During this phase, I also created low-fidelity wireframes to visually represent the layout and flow. This allowed me to validate design assumptions early on and facilitate clearer communication with the client, ensuring we were aligned before moving into the visual design stage.
Building on the research, I worked on a basic Information Architecture (IA) to structure content in a way that aligns with both user needs and business goals. I mapped out the user flows to ensure seamless navigation across key touchpoints, keeping user journeys as efficient as possible. During this phase, I also created low-fidelity wireframes to visually represent the layout and flow. This allowed me to validate design assumptions early on and facilitate clearer communication with the client, ensuring we were aligned before moving into the visual design stage.
Visual Design
Visual Design
Visual Design
After finalizing the user flows and wireframes with the client's approval, I began the visual design phase. I first created a moodboard of ideas and experimented with various color schemes, starting with the provided gray CAD logo. My goal was to choose colors that could represent the brand long-term. Inspired by the color of flames from a furnace, I initially tried a bold fire-orange for the logo. However, the orange alone didn’t stand out as I hoped, so I introduced a secondary color: yellow. This combination gave the logo a more vibrant and dynamic look. I then defined the color palette, with orange as the primary color and yellow as the secondary, along with shades of gray and additional state colors.
For typography, I selected the geometric typeface “Montserrat” due to its mechanical feel, with precise edges and perfect circles, reflecting Furnace Associates’ connection to heavy machinery. I established a typographic hierarchy with different sizes that would work well across various screen sizes and incorporated these into the design system.
Finally, I applied these defined styles to the UI, using bold font weights and sharp, angular media shapes to create a distinctive and cohesive brand identity.
After finalizing the user flows and wireframes with the client's approval, I began the visual design phase. I first created a moodboard of ideas and experimented with various color schemes, starting with the provided gray CAD logo. My goal was to choose colors that could represent the brand long-term. Inspired by the color of flames from a furnace, I initially tried a bold fire-orange for the logo. However, the orange alone didn’t stand out as I hoped, so I introduced a secondary color: yellow. This combination gave the logo a more vibrant and dynamic look. I then defined the color palette, with orange as the primary color and yellow as the secondary, along with shades of gray and additional state colors.
For typography, I selected the geometric typeface “Montserrat” due to its mechanical feel, with precise edges and perfect circles, reflecting Furnace Associates’ connection to heavy machinery. I established a typographic hierarchy with different sizes that would work well across various screen sizes and incorporated these into the design system.
Finally, I applied these defined styles to the UI, using bold font weights and sharp, angular media shapes to create a distinctive and cohesive brand identity.
After finalizing the user flows and wireframes with the client's approval, I began the visual design phase. I first created a moodboard of ideas and experimented with various color schemes, starting with the provided gray CAD logo. My goal was to choose colors that could represent the brand long-term. Inspired by the color of flames from a furnace, I initially tried a bold fire-orange for the logo. However, the orange alone didn’t stand out as I hoped, so I introduced a secondary color: yellow. This combination gave the logo a more vibrant and dynamic look. I then defined the color palette, with orange as the primary color and yellow as the secondary, along with shades of gray and additional state colors.
For typography, I selected the geometric typeface “Montserrat” due to its mechanical feel, with precise edges and perfect circles, reflecting Furnace Associates’ connection to heavy machinery. I established a typographic hierarchy with different sizes that would work well across various screen sizes and incorporated these into the design system.
Finally, I applied these defined styles to the UI, using bold font weights and sharp, angular media shapes to create a distinctive and cohesive brand identity.
Conclusion
Conclusion
Conclusion
The end result is a visually bold, user-centric website that not only elevates Furnace Associates’ brand presence but also sets them apart from global competitors. By modernizing their digital platform, I helped them streamline their client interactions—both new and recurring—in a far more efficient and scalable manner. The new website enhances the user experience with intuitive navigation, easy product and service discovery, allowing clients to make decisions without unnecessary back-and-forth communication.
The end result is a visually bold, user-centric website that not only elevates Furnace Associates’ brand presence but also sets them apart from global competitors. By modernizing their digital platform, I helped them streamline their client interactions—both new and recurring—in a far more efficient and scalable manner. The new website enhances the user experience with intuitive navigation, easy product and service discovery, allowing clients to make decisions without unnecessary back-and-forth communication.
The end result is a visually bold, user-centric website that not only elevates Furnace Associates’ brand presence but also sets them apart from global competitors. By modernizing their digital platform, I helped them streamline their client interactions—both new and recurring—in a far more efficient and scalable manner. The new website enhances the user experience with intuitive navigation, easy product and service discovery, allowing clients to make decisions without unnecessary back-and-forth communication.
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