Creating a smooth user experience for Ishida's new site
With the onset of Covid-19 and the ensuing lockdown, Team ITG had to showcase our full flexibility to design and launch the new website of Ishida Europe.
Global manufacturing company Ishida is a mutual client across our Team ITG offices, with our partnership beginning back in early 2019.
Headquartered in our own home city of Birmingham, Ishida Europe play a crucial role in the food supply chain, providing weighing, packaging, and quality control machinery and solutions to the food industry. Ishida currently benefit from the expertise of our web and app development team, along with strategy for both the brand and lead generation, and creative work across all disciplines, including design, copy and video.
Earlier this year, Ishida Europe was set to launch a new European website, and we were tasked with both the design, and launching the ‘go live’ for the initial phase, covering the English and German sites. Other countries would then be going live in later phases.
One of the primary issues with the old site was its cluttered layout, which contributed to a slow and arduous process of finding information, and did not support users in locating the best and most effective solutions to overcome the challenges they faced.
The initial Discovery phase saw our Strategic Creative and Dev teams collaborate on Digital Strategy and User Experience, and then progress to User Interface, design and content creation. By examining and understanding user journeys, we were able to create an improved site structure and navigation, allowing users to find relevant content at a faster pace. We also improved upon the product pages, while enhancing product imagery and related downloadable content.
This project required seamless collaboration, both between our internal teams and Ishida themselves. We also needed to display the flexibility and innovative mindset that has become synonymous with Team ITG to overcome the difficulties posed by lockdown and complete an ever-evolving brief.
Since the launch of the English and German sites, average page views are up 27% on last year, session duration has increased by 88%, and there has been a notable rise in both page interactions and engagement. We will now switch our attention to a phased rollout of the site across 20 languages and markets, with the next batch including Russian, Spanish, French, Dutch, Polish, Italian and Arabic.
Ishida were delighted with our performance, and were keen to express their gratitude for our work, particularly given the testing nature of the circumstances.
The brand’s Digital Marketing Specialist, Jack Webb, said: “This has been a whirlwind of a project but I really appreciate your flexibility, dedication and outside-the-box thinking which ensured we overcame each obstacle. It has been fantastic working with you all – thank you for everything.”