Hunter Industries is a family-owned global company that provides high quality, efficient solutions for the irrigation, outdoor lighting, and custom molding industries.
Hunter Industries Product Websites. Providing customers the information and products they need to make them successful.
Hunter's three product websites failed to adequately represent their broad product range and varied customer demographics, spanning ages 25 to 70+. Customers reported difficulties in finding product information and support, leading to decreased web traffic and increased customer service calls. This, in turn, raised operational costs and negatively impacted product sales
Each website project required a thorough understanding of the problem, business requirements, and, most importantly, user needs. Despite the small size of the team, efficiency was crucial as each project had its own timeline. The team comprised myself as the lead UX designer, a front-end developer, a website development manager, and the director of content marketing. We also received occasional input from our creative department, which included a copywriter and technical illustrator.
As the Lead UX Designer, my focus was on ideation, design, and user research. I started by understanding the need for a new site, identifying users, their challenges, and how to enhance their experience while meeting business objectives. My process began with user research, where I organized and led interviews with business stakeholders and field professionals. Based on these insights, I developed the information architecture, wireframes, high-fidelity mockups, and prototypes, making iterative adjustments based on feedback.
During product design, we conducted three types of user research for each site: focus groups held on campus, hallway testing using design mockups for each site section, and usability testing with design prototypes in InVision. This ongoing research provided immediate feedback and crucial information, ensuring the launch of a well-informed product that met all requirements.
Once the ideation and design phases were completed and the deliverables were approved, I handed them off and collaborated closely with our front-end developer, providing direction and support throughout the implementation process.
The redesign efforts were part of a continuous cycle—after launching one product site, the team immediately began work on the next. Each project followed a fixed three-month development lifecycle, from initial conception and ideation through design, development, and launch. Throughout this process, ongoing user testing and iterative improvements were essential in ensuring that each site effectively met both user and business needs.
The company site was revamped to meet the needs of industry professionals working on job sites with commercial and residential customers. Designed for mobile use, the site enables users to conduct business without being tied to a desktop monitor. Built on a Drupal platform, it allows for quick and easy updates, ensuring that users have timely access to the information they need.
Hydrawise, an Australian company, and its Wi-Fi irrigation controller and app were acquired as a subsidiary brand of Hunter Industries. A new website was developed to showcase the product’s features and capabilities. Built responsively on a Drupal platform, the site allows users to easily access product information and download the app from any device.
Holm Lighting, part of the Hunter Industries family of brands, serves lighting industry professionals working with both commercial and residential customers. The website was designed to house all Holm Lighting product information in a way that is easy and quick for users to access and utilize. Built responsively on a Drupal platform, the site offers clear, detailed technical specifications and an interactive calculator to help users make informed decisions quickly and efficiently meet their customers' needs.
To boost web traffic and minimize customer service calls, Hunter set out on a comprehensive initiative to visually and structurally revamp the main website while creating new, dedicated sites for their subsidiary brands. Each site was carefully designed to ensure users could easily access product information and support across all product lines, regardless of brand. The designs also accommodated the varying needs of different user groups, including industry professionals and end consumers, while aligning with specific business objectives such as improving user satisfaction and reducing operational costs.
The process involved a deep dive into understanding user pain points, streamlining navigation, and optimizing each site for both desktop and mobile devices. The main site and subsidiary sites were focused on providing intuitive access to product details, technical specifications, support resources, and interactive tools like calculators. Additionally, the sites were structured to meet the diverse requirements of different user groups, ensuring a seamless experience for both commercial and residential customers.
The number of customer service call complaints decreased and customer satisfaction increased. Additionally, the new product websites saw a boost in the search results and as a result, increased web traffic by 20%. Lastly, the majority of calls received were complimentary in nature.
