Mark & Wedell

After 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.

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:

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.

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.

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

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 https://mark-wedell.com/mw-big-science/.

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.