client
Bottom line Equipment
role
Web design
web development
year
2019
Heavy Equipment Web Design & Build
Bottom Line Equipment rents and sells heavy equipment and specialty attachments in Louisiana. Their machinery includes industrial, heavy civil-infrastructure, energy, commercial, and demolition equipment.
I was tasked with creating a web design that would comply with the company rebrand, improve usability, design a custom inventory for their rentals and sales, improve on-page SEO, and modernize the look of their website.
Challenge
All the branding, patterns, and graphics were primarily provided by their marketing department, so the challenge was making sure that I could design a new web look and feel that fit within their branding, the parameters of WordPress, and create something aesthetic and usable for the customer.
Design Solution
The branding of Bottom Line Equipment was very bold with a color scheme of black, charcoal, red, and white. I felt that since their industry was very rugged, that the look and feel should match. I created a design that would incorporate their weathered patterns and backgrounds, and tried to create as many delightful experiences as possible for their subpages. With this project, I worked very closely with their marketing department to make sure that the mission and goal was being created with my designs. On-page SEO was very important as well as their new branding. Along with the design of the site, I also had to keep in mind that marketing would be editing and updating the website frequently. Working within the parameters of the CMS that I built their site on–I needed to set it up so it was easy to update and change. This required quite a bit of strategy during the build.
Usability and customer journey was very important to me, so I made to sure be thoughtful on the navigation and making sure that the customer could always find what they needed quickly, and navigate where they needed with ease. I wanted to make sure that there was a 3 click max to get to where they wanted to go. I also created side menus on many of their pages for quicker navigation.
Custom Inventory
This customer also requested a custom inventory be built for their site rather than the default. I had to work with a programmer and work within the WordPress parameters in place with the CMS to strategize a design. A lot of the customer journey was ideated during development process.
Overview
This was a really good experience working closely with a marketing department. It was really beneficial to get so much feedback, and work with me and educate me on different web marketing practices. The site was rather robust, so finding a way to make it more usable was very important. I learned a lot about collaborating with marketing and people at different levels of an organization.
Christa Kranig 