Project scope

Create a website

Mark & Wedell – a manufacturing company.

Target audiences: 3.

Project length: 1,5 years.

Project team: 25+ people.


The old website:

  1. Did not clearly convey the competitive advantages.
  2. Low sales leads.
  3. Had pages that were text-heavy.

Separation of briefs

Logic of messagesAfter the opening talks, we realized that the scope included multiple projects.

Mark and Wedell are the operators of three distinct businesses:

  1. Manufacturing of automated, specialized equipment, tools, and entire systems for representative sampling of materials including ash, powder, and dust.
  2. Production of state of the art current leads and feed-throughs.
  3. Manufacturing services for machines, prototypes, and parts.

To generate a sales lead each business unit website requires a distinctive approach. Thus, a project was ultimately divided into 4 briefs: a brand umbrella and 3 business divisions.


  • Direct and indirect competitors’ communication
  • Category trends,
  • Target audiences
  • Present brand situation.

Results: Product purchase intent mechanics for each business unit.

Umbrella message

Sell paths

  1. Built four persuasion models: three for the target audiences of each business unit and one for the brand story.
  2. Identified the strongest brand messages, the category intent of purchase, and created user personas with full stories and behavior models.
  3. Overlaid the results of the first three steps and constructed persuasion paths out of messages that are most likely to increase a user’s trust in the brand in the shortest amount of time/clicks.
  4. The content was then organized into an immersive storytelling rhythm.

For example, here is a sell path result at the idea stage for one business unit:

Content preparation recommendations

We have prepared a document that will assist the team responsible for preparing initial technical content with instructions on how to properly prepare files so that the storytelling, design, and interactivity teams can work with them in the most efficient manner.

Marketing perspective

Content writers have to be aligned with the general project objectives and the approved means of achieving reduction of total content (breaking articles into messages) and transformation from text blocks to richer content blocks.

SEO perspective

In addition to being persuasive to humans, our website must also be persuasive to search engine bots. This adds a number of rules for content preparation. For example, the file names of pictures on a particular landing page must correspond with the key phrase for that page.

Project risk management perspective

Content preparation recommendations help manage project risks by reducing the number of errors and the time spent on miscommunication between creatives, content writers, programmers, and other team members.

Storytelling process example

1. Stage of insights and message priorities.

3. Stage of interactivity in wireframe.

2. Stage of content.

4. Finished block after design, programming and final content.


The general logic for the wireframes had already been addressed and pre-approved at the idea, storytelling, and content preparation phases.

During this phase biggest attention was paid to interactivity of story telling, usability and calls to action.

Brand image redesign (exploration)

These are few examples of different design directions we have touched at the phase of brand redesign.

It was decided to firstly build a digital brand-book and later adapt it to offline.

A design exploration process was a fascinating dive into world of heavy industry and science.

New image / Digital brandbook

Brand book consists of rules for: colors, fonts, interface, icons, visuals, menus, interactivity, blocks, sketches, animations and general composition for both desktop and mobile.

Functional requirements

A functional requirements document was prepared, which described:

  1. Rules for information input (backend/CMS).
  2. Rules for information output (frontend).
  3. Requirements for system architecture, server side.
  4. Content management system requirements.
  5. Security requirements.
  6. Other rules and requirements


At this phase we have put together results from previous milestones: idea, sell paths, digital brand book, wireframe.

Picture below a fragment of a Big Science landing page (1st version of design). Full page can be seen at

Dynamics of storytelling

We have paid a lot off effort to un-bore the dialogue between a website and a target audience. In order to do that we directed every message:

  1. In a different format
  2. Different design
  3. Different language an visual presentation complexity
  4. Various degrees of interactivity
  5. Un-intrusive call to action.

Messages were put together into a scroll experience in non-repeating and visually non-monotonic manner.


Although the project was large in terms of elements, it was relatively simple in terms of programming complexity.

Most complex modules is a Knowledge Library that consists of different types of content and overlapping filter systems to conduct search, present results and generally manage it.

From the content editor’s perspective, the project is easy to use for everyday tasks, even for someone with minimal WordPress experience.

Final development phase has included:

  1. Content upload
  2. Testing
  3. Bug-fixes
  4. Preparation of manual
  5. Content management system training
  6. Migration to client’s server
  7. Public launch
  8. Setup of measuring system
  9. Post – launch loading speed optimisations.

Citatos textas Hey! I am first heading line feel free to change me Hey! I am first heading line feel free to change me

Client Name, Surname, position

Questions -> Answers

What was the hardest part?

There were moments during the first meeting when the client presented company business units, but we understood almost nothing from operational point of view.

“To persuade someone to start using representative sampling theory in their work or to buy our superconductor rather than a competitor’s, you need to have a good understanding of the field. Basics alone are not enough to build a persuasive sell scenario. The digital director must learn to think like the audience (e.g., a superconductor procurement officer from CERN).

It took a lot work to learn frameworks of purchase decision making in unique industry categories that Mark and Wedell works in.

In your case study you do not mention mobile. How about it?

The project is responsive. We didn’t mention it because it is a basic functionality of every project these days.

From the data we collected, we saw that the majority of potential customers from the regions the client was interested in are interacting with universities through desktop, so all prototyping and testing was done for desktop first. Mobile was addressed at the design phase after the desktop design was approved.


User time spent in the website has increased 10x!

There was significant increase in sales leads quantity and quality.

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