Sumitomo (SHI) Demag GmbH – Softlaunch of country specific home pages
Brain Appeal GmbH
Brain Appeal, Internet Agency, Mannheim: Coding TYPO 3 and Hosting. www.brain-appeal.com
– Analysis of existing sites
– Culture Research
– Basic strategic Google Analytics Check
– Concept (Content Strategy, Optimizing, Google Analytic Action Plan) & First Mockup Sketches
– Visual Design
1/5 Culture research phase: What are the differences in intercultural web design projects? – Here: of uncertainty avoidance, “a society’s tolerance for uncertainty and ambiguity”.
ABOUT THE PROJECT
Sumitomo (SHI) Demag is an international corporate group and one of the world’s largest manufacturers of injection moulding machines for the processing of plastics.
We were asked by our client Brain Appeal to do to basic strategic concept work in the form of a culture research for the countries Russia, China, UK, France and Brazil and basic analytics research, which were then to result in a new visual design for individual country home pages.
The goal was to find a way to address the cultural differences both, in visual language and content and to catch the attention of the culturally different user groups and to create a communication concept for the different countries.
A rough analysis of the existing sites was followed on research for intercultural experience design, which we based on Geert Hofstede’s hypothesis of cultural dimensions in terms of power distance, individualism vs. collectivism, masculinity vs. femininity, uncertainty, avoidance and long – vs. short term orientation. Those dimensions affect both, our cognition and our behaviour and tell us a lot about how we look for information, which things are more /less important, how we establish trust (and why) and much more.
We wrote a recommendation paper which included examples, do’s and don’ts and best practice examples and wrote a referral on how we should display the content modules.
Next we brought the Google analytics check and the recommendation paper in alignment with the company’s brief, containing their business goals and visions, their strengths and USPs, their existing communication concept and their requirements of what should be communicated better. This we used as a basis for our concept paper on how we should proceed in terms of digital content strategy.
After approval we started with mockups in form of Balsamiq wireframes and moved on with the visual design for the european landing page.
2/5 Culture research phase: comparing cultural differences of the requested countries.
3/5 Analyzing the metrics of the existing site helped us figure out what to improve
4/5 First rough sketch to discuss the concept with the client
5/5 The new layout of the homepage
MOST CHALLENGING ASPECT
Diving into Google Analytics, which – at first glimpse – makes spreadsheets seem like fun.
Diving into Google Analytics and seeing the huge potential if used as a resource for UX improvements!