CPG Container Sales Microsite

The Solution

World Group has container yard operations in 8 major ports in the continental U.S. Before the microsite they used to advertise shipping containers for sale via homemade signs that were hung throughout the yards. With market demand for shipping containers growing the signs proved quite effective. At the time, World Group had one person to service the growing customer interest and she spent much of her day explaining the same things over and over on the phone and email. What sizes are available? How much does it cost? Can you ship it to me? What does used mean? What colors are available?

After a thorough discovery session, we got started. Our first step was an in-person UX whiteboarding session at World Group headquarters. This is a strategic session with project stakeholders where discussions and activities are centered around goals, objectives, business priorities, audience expectations, technology requirements, and content. Topics are listed, lines are drawn, items are connected, moved, and discussed. A site map is formed and a wireframe is sketched on a whiteboard. Priorities and requirements are surfaced. For this project e-commerce was quickly taken off the table due to timeline and budget constraints. However, we were confident that we could improve the quality of incoming leads by properly educating users throughout the experience. Whiteboard sketches quickly became wireframes within InVision and later Photoshop design mock-ups led to a clickable prototype. The conversion path leads to requesting a quote. So we designed the experience to communicate the client's value proposition, then explain the options available, answer questions, and then guide them into an intuitive multi-step form that captured the desired specs, order details, and communication preferences for generating a sales quote.

I led the creative strategy and UX approach for this microsite project. Our positive contributions led to many additional projects and work requests with World Group. We helped clean-up and document brand guidelines. We created sell-sheets, signage, produced and edited tradeshow videos, concepted digital advertising campaigns, and completed a comprehensive content strategy and mood boards to guide all future branded creative efforts.

This was a Hileman Group project completed in collaboration with Aaron Gelston for visual design; and Ken Sugiura for front-end development.