Lectra is the world leader in integrated solutions designed for industries using soft materials
China is one of the top three growth accelerators for Lectra 2015-2016. The new Lectra.cn had to be leveraged to respond perfectly to the Chinese market’s challenges and to highlight Lectra’s unique customer value proposition.
Key points we focused on this revamp:
- Design:
The Chinese site has not been redesigned and is therefore not aligned with the new lectra.com.
The site & navigation structure is not optimized for mobile, nor local market.
- Technical:
Slow loading times, hosted in Europe
SEO/code based on Google requirements
- Content:
No use of localized visuals / content
Content format not adapted to market
Messaging not adapted
KPIs:
• Reduced loading time
• Increased of traffic and higher visibility
• Localized and premium content
• A high degree of interaction between lectra.cn and social media Weibo / Wechat
• A good contact-conversion rate
Key points we focused on this revamp:
- Design:
The Chinese site has not been redesigned and is therefore not aligned with the new lectra.com.
The site & navigation structure is not optimized for mobile, nor local market.
- Technical:
Slow loading times, hosted in Europe
SEO/code based on Google requirements
- Content:
No use of localized visuals / content
Content format not adapted to market
Messaging not adapted
KPIs:
• Reduced loading time
• Increased of traffic and higher visibility
• Localized and premium content
• A high degree of interaction between lectra.cn and social media Weibo / Wechat
• A good contact-conversion rate
OUR CONVICTION: LECTRA.CN SHOULD MIRROR LECTRA’S POWER
OUR IDEA: CREATE THE 1ST B2B WEBSITE WHICH TAILOR-MAKES ITSELF FOR THE RETURNING VISITOR
HOW?
Not only did we revamped their Chinese brand site into a smooth, modern & beautiful website changing the codes of B2B industry, but we developed from scratch a cookie-based algorithm to create a unique experience to the returning visitor.
Every time you navigate on Lectra.cn website (in Chinese or English version), depending on the sections you visited, the media you have read, on your second visit the home page will customize itself based on your interest in order to invite you to discover more content about Lectra’s solutions.
We created more than 60 types of profiles according to Lectra China’s personas, meaning more than 130 possibilities of home page restructuration.
Home page desktop wireframe
Home page desktop design
Press wireframe
press page desktop
Careers wireframe
Careers page design
Testimonial desktop wireframe
Testimonials page
The main menu ux was thought since the begining of the project to have different states regarding the device you are navigating from. Find below the details
One top menu + one main menu : landing : menu is always transparent. Top menu is with a white background and opacity
After scrolling, the main menu becomes a sticky menu with black background.
This is how it looks like for a screen bigger than 1200px wide :
This is how it looks like for a screen bigger than 1200px wide :
For a screen smaller than 1200px : the lectra logo is hidden :
And a for screen smaller than 1025 px width, we display the mobile menu :
A model for change desktop page screencast
Airbag VIP page desktop screencast
Demandmore Desktop page screencast
Make It with desktop page screencast
Brand
Lectra
Lectra
Country
China
Agency
Kids Love Jetlag (FF GROUP)
China
Agency
Kids Love Jetlag (FF GROUP)
Art Director
Echo peng
Echo peng
Senior Digital Procuder / UX-UI
Pauline Salendre
Account Manager
Guillaume Leroux
Pauline Salendre
Account Manager
Guillaume Leroux
Year
2015
2015
Deliverables
Brandsite + cookie-based algorithm
Brandsite + cookie-based algorithm
