CSE Corporation
Digital Strategy, Custom Website Design & Development
CSE Corporation designs, manufactures, and services safety equipment, primarily for underground coal mines. Unlike many of their competitors in the industry, CSE Corporation not only offers stable and reliable products, but also well regarded customer service, training and hands-on sales personnel. They came to Blue Archer for a responsive website redesign and product catalog overhaul.
Challenge
The existing CSE Corporation website lacked responsive programming and flexibility. The design was outdated, and the information architecture made it difficult for visitors to find applicable information. CSE Corporation needed a brand new website that would prioritize their prospective customers but also support their internal support and sales team member needs.
Our Solution
The Blue Archer team crafted a modern responsive website and a user-friendly content management system to ensure the CSE Corporation can make updates and improvements as the business grows over time. The new website encourages site visitors to browse the product catalog and drill down into specific product details. A full resource library and training database help round out the website for both internal and external visitors.
From the Client
"Blue Archer brought our website into the modern age that now allows us to simply keep content up-to-date and looking high-end. Their process to develop the new site was clearly defined and greatly assisted our team who had not gone through a project like this before. The entire Blue Archer team took the time to really understand what we were looking for, and made it into reality all while meeting our budget."
- CSE Team
Strategy
When developing the major website goals for the new site, it was clear that the website needed to act as a resource and tool for customers and CSE members to access product information, training tools, how-to’s and more. No one else in the industry offers the level of service that CSE does, and we needed to position the website to communicate that clearly for new site visitors.
We started by identifying the key website users that would be accessing the new CSE website. Users included safety personnel and directors, regulatory agencies, miners, purchasing departments, distributors and internal CSE sales and customer service team members. We analyzed each of these key segments to understand their demographic, desired content, common questions and challenges, and more. With this data, we constructed a site map that would encourage intuitive exploration of the site. Transitioning into the content and design phase, we then developed low fidelity wireframes for each section of the site to determine content needs layout direction.
Design
The website design needed to be innovative and position CSE Corporation as a knowledgeable, reliable choice. The CSE team wanted to combine darker shades like blue and black with pops of color. Our designers chose an industrial orange and strategic white space to highlight content areas without weighing down the design with unnecessary elements. The result is a clean, modern yet industrial design. The homepage features a bold masthead image with transparent navigation that enables users to utilize the menus without taking away from the seamless, minimal design.
Product Catalog
The website utilizes multiple databases to help organize and filter users through the site. The product database functions as a catalog that encourages users to first choose a general category before drilling further into the hierarchy through two additional variables including type and product name. Once a user chooses a specific product, they can scroll through images, analyze specifications, power supply, literature, accessories, and more. The intuitive tabbed format enables the CSE Corporation team to provide a comprehensive level of data and information to support each product without overwhelming the user. A clear request a quote button ensures that site visitors always have a clear next-step in their website journey.
Additional Databases
In addition to the product catalog, our developers built additional databases for training and resource information. The training database provides training videos and instructions for prospective customers and internal employees. A category structure similar to the product catalog makes for a familiar user experience where users can identify the specific product for which they are interested in viewing training materials. The resource module enables users to drill down into a specific category or product and view or download documents.
Conclusion
The resulting website is structured to meet specific business objectives and improve sales, marketing, and support in the organization. Our team looks forward to improving CSE Corporation's website ongoing with custom contact forms and a customer inventory portal that will allow customers to manage their device inventory and monitor the health of their devices.
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