As a market-leading supplier of small printers and integrated printer solutions, Able Systems needed to improve the way they interacted with their customers digitally when COVID put a stop to their personal interactions.
The pandemic impacted Able’s ability to engage with prospects in many sectors in the UK and abroad, so they applied for and won a grant from the European Regional Development Fund to enable them to improve customer engagement via their website.
Gencia submitted a tender for the project, and was the highest-scoring applicant, securing the contract. We then embarked on a UX research programme, creating phone interviews, online surveys, and a card sorting exercise to gain customer insights.
We also developed a competitor benchmarking report, scoring Able’s website against the other market leaders. We then collated the results which informed the client of the actions needed to improve their website and where we should focus our attention in order to gain maximum value from the grant funding.
Initially we created a campaign targeting the Test & Measure and Heavy Engineering markets, utilising specific pages on the website with a social media campaign.
Then, based on findings from our research, we redesigned the homepage to better communicate Able’s USP and enable visitors to more easily find the products they were looking for, as well as increasing the visibility of their interactive product finder tool.
