Multifix
While running my design agency, we were hired by Multifix, a leading UK supplier of fixings and construction supplies, to completely overhaul their digital presence. That meant redesigning their website and internal tools, starting with only their logo and an outdated website. Despite a tight budget and limited control over development, our work led to a big boost in their online presence and sales.
The challenge
The project came with three big challenges:
Limited budget
The client had a very tight budget, which limited how much we could supervise the build. We had to be very resourceful and efficient in our design process.
Client-handled development
Our team handled only the design. The client wanted to build it with their own developers, which gave us less control over the final product.
No starting data
There was no user data or analytics, so early on we relied on our experience and judgment. We made educated guesses and checked them through creative testing.
The process
Initial analysis
We began with a full review of the competition and the client’s existing website, to find gaps and opportunities.
We held long meetings with stakeholders and the development team to agree on goals, understand their vision and deal with problems early. This set realistic expectations and got everyone on the same page.
Design and user testing
With little data, we started designing based on industry best practices and our past experience.
To make sure the designs worked for real users, we tested interactive prototypes with construction workers, managers and everyday shoppers. Testing with a mix of people gave us useful insight into how they behaved and what they wanted.
This cycle of designing and testing let us keep improving the designs until they met users’ needs.
Creating the design system
We built a full design system as the foundation of the project, with style guides, component libraries and templates that kept every page and device consistent.
The system made it possible to design over 50 unique pages, or more than 150 counting desktop, tablet and mobile versions. It kept the look consistent and the workload manageable.
Mapping the whole product
We spent over two weeks mapping the entire product so the structure was logical and easy to use. This covered the information architecture, user flows and interaction patterns.
This mapping was key to planning how the platform worked and making the experience smooth.
Handing over to developers
We couldn’t oversee the build, so we gave the client’s developers full documentation and clear guidelines, including annotated design files, interaction specs and style guides.
We stayed in close contact with the development team and helped whenever they had questions.
The result
The client’s online presence and sales grew significantly after our designs went live. We delivered a high-quality product despite the challenges.
The new website improved user engagement, reduced bounce rates and increased conversion rates, which led to a big increase in sales. The design system gave the brand a consistent, professional look everywhere.
Multifix was happy enough with the result to hire us again for a second project.
