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Creating a conversion-centric website for a leading car tyre manufacturer

  • 2x

    Increase in visitor engagement

  • 60%

    Improvement in customer enquiries

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About the Client and Project

The client is a leading global car tyre and rubber product manufacturer with customers in 25+ countries. The company specializes in manufacturing a diverse range of products, including Solid Cushion Tyres, Automotive Butyl Inner Tubes, Flaps, and Tyre-Curing Bladders. However, its existing website was outdated, lacked modern design elements, and was incompatible with current browsers.

The company needed a complete website overhaul to align it better with applicable industry standards, improve user engagement, and enhance online visibility. The project scope included developing a fully functional, responsive, easy-to-navigate e-commerce website to provide a seamless online shopping experience and support the company’s growth objectives.

Industry

Manufacturing

Project Duration

Ongoing

Team Size

6-8

Client Location

Gujarat, India

Engagement Model

Time & Material Model

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Background and Strategic Fit

To offer its users a better buying experience, the tyre manufacturer had innovated in their product space and pioneered a number of diversified products. But its current website could not cater to these evolving needs. However, their existing website lacked the technological capabilities needed to support these evolving goals and deliver an omnichannel experience. Consequently, users experienced slow loading and rendering issues, resulting in a higher bounce rate.

The company needed a modern website built on the latest cutting-edge technologies to offer a superior customer experience and foster business growth. They partnered with Unified Infotech, a globally recognized digital transformation firm, to develop a growth-oriented website transformation strategy and create a future-ready omnichannel platform. Our first step was to assess the current website’s technology architecture and identify gaps and areas for improvement. Ultimately, we had to develop a strategy that prioritized the convenience of their B2C customers while successfully replatforming their corporate ecommerce website.

Services Offered

#1

CMS Development

Responsive, secure, scalable, and user-friendly

#2

UI/UX Design

Rich aesthetics and improved functionality

#3

Branding

Gain visibility in a competitive landscape

#4

Consultation

Overcome inhibitors for exponential growth

Challenges

01
Legacy Website
  • Incompatibility with advanced technologies and pre-existing dependencies made integrating new technologies difficult
  • Customization assessment and migration proved to be time-consuming and complex
  • Upgradation to the new website carried the risk of downtime, leading to business disruptions
  • Limited vendor support made it challenging to analyze current website shortcomings and address them
  • Inadequate security measures made the entire migration process vulnerable to cyberattacks
02
Information Lack
  • Lack of information regarding the current website architecture made re-engineering more difficult
  • Documentation related to user research, target audience, end-user requirements etc., was sadly lacking
03
Unappealing Design
  • Redesigning the UI required extensive customizations to align with current and future business needs
  • Unanticipated incompatibilities of design elements lead to complexities, resulting in cost and time escalations
  • Designing for accessibility following the WCAG guidelines proved to be a challenge
04
Low Google Listing Rank
  • Implementing best practices to increase the Google Listing rank was a significant hurdle to overcome
05
Data Migration
  • Presence of large volumes of user, SEO, and content data increased the risk of data loss during data migration
  • Presence of isolated information or data silos increased data analysis inaccuracy and adversely impacted decision-making
  • Ensuring data integrity while transforming it to a new format compatible with the new website was risky
Project Challenges 1
Project Challenges 2

Client Goals

Balancing aesthetics and functionality to maximize performance, accessibility and meet user expectations

  • The client lacked an intuitive, responsive, accessible, and aesthetic user interface. The goal was to design a well-crafted UI/UX that ensured smooth navigation and a satisfying browsing experience, resulting in reduced bounce rates and enhanced user satisfaction.
  • The client emphasized the need for an interactive design to captivate and retain customers. This required integrating elements like dynamic content, hover effects, and clickable micro-interactions that responded to user actions.
  • The client wanted its website design to address its current customer pain points, such as the inability to view available inventory and get proper guidance about tyre-specific rim requirements etc. The need was to leverage advanced design elements to comply with the client's request.
  • The client was keen on a micro-interaction-based website and wanted to integrate them for all transitions, loading screens, and interactive elements, making the website modern and cutting-edge, giving the them a greater online presence and a competitive edge.
  • The client prioritized information usability. The aim was to create a smooth user flow and journey by leveraging IA to organize content logically. Using clear and concise labeling will further minimize user frustration and enhance overall website usability.
  • The client wanted to maximize accessibility and website penetration using minimal clicks. This involved creating an intuitive menu structure, using precise breadcrumbs and integrating easy navigation to enhance the overall customer experience, encouraging users to explore more content.
  • The client wanted to focus on integrating lead generation practices throughout the website. Strategic placement of call-to-action buttons, use of lead capture forms, presence of gated content, etc., were some ways to engage with web visitors and convert them into potential leads.

Solutions Provided

Unified Infotech proposed a comprehensive website revamp that focused on delivering a modern, engaging UX. Our solution included a refined UI/UX design, micro-interactions, improved information architecture and smoother navigation.

Solution Offered
Website revamp
Website Revamp

When the client approached us with their project requirements, we accepted the challenge of resolving their pain points through website reinvention. Conducting a series of online meetings as a part of our discovery workshop provided us a thorough assessment of our client’s needs.

Focusing on creative dynamic illustrations and integrating visually engaging interactive features helped us break the content monotony, improving user engagement and retention. We completely modernized their visual identity to create a unified corporate experience through:

  • Custom micro-animations
  • Unique color theme
  • Right typography
  • Visual hierarchy
  • Innovative iconography
  • Dynamic content
Lead Generation
Lead Generation

To fulfill their lead generation objective, we built a well-defined Information Architecture, created buyer personas, and mapped user journeys to enhance the website’s navigation abilities. The result was a high-performing website with intuitive user journeys and clean UX functionalities.

We consolidated its visual presence further through content optimizations. This helped achieve credibility and encouraged customer trust, resulting in an increase in website visits and lead generation opportunities through:

  • Tailored navigation
  • Customized content
  • Enhanced user experiences
  • Optimized information flow
  • Improved engagement

Key Functionalities

Website redesigning to streamline navigation and improve lead generation capabilities

Front-end
Front-end
  • Appropriate color palette
  • Product graphics
  • 2D Animations
  • Custom typography
  • Lead capture CTAs
  • AI-based Chatbot
  • QR code functionality
  • Lead magnets
Back-end
Backend
  • User authentication
  • Profile management
  • Order management
  • Return process
  • Payment method
  • Delivery
  • Currency
  • Product segregation

Technology Stack

  • Frontend: HTML, CSS, and JavaScript for responsive and dynamic user interfaces, ensuring a smooth user experience across devices.
  • Backend: WordPress with PHP for robust content management and seamless backend functionality.
  • Database: MySQL for structured relational data storage and efficient database management.
  • Server: AWS for scalable and reliable cloud hosting, ensuring high availability and performance.
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Results

The primary goals was to deliver an engaging user experience through a revamped, modern, and minimalistic UI/UX design. To achieve this, we integrated micro-interactions and improved the IA. We also ensured that the redesigned website saw an exponential increase in lead generation opportunities.

The success of the project depended on how effectively we overcame challenges associated with data migration from legacy systems, ensuring data integrity, and overcoming information silos. Our solution included creating a dynamic and interactive website, integrating optimized content, and improving website navigation. The results we achieved exceeded even the expectations of our client.

2 x

Increase in visitor engagement

60 %

Improvement in customer enquiries

After
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Unified has been development partner for the last 6 years, and I couldn't be more grateful. They've played a huge role in helping my business grow and scale. Their team is full of top-notch experts who genuinely care about your business. Their consulting-led approach has consistently delivered amazing features and solutions that have been a fantastic boost for us. I can't recommend them enough!

Mark Wheithorn

CEO, DPI

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I approached Unified with just an idea, they turned it into a thriving and well-funded SaaS product that's continually growing. I couldn’t have asked for a better partner. Their expertise shone through every stage of the project development lifecycle. I was truly impressed with how detailed and organized their planning was. They set high standards and met them flawlessly with careful planning and execution.

William Lively

CEO, Extrance

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Our experience with Unified Infotech over the past two years has been marked by professionalism and exceptional quality. The team consistently demonstrates high intelligence and strict adherence to industry best practices across all aspects of their work. Their exemplary documentation skills and consulting expertise are particularly commendable and difficult to find. We look forward to engaging them in numerous future projects for McGraw-Hill

Anthea Strezza

Project Manager, Mcgraw Hill

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Unified Infotech acted as true partners in the redesign of eShipper’s digital presence, demonstrating exceptional dedication and expertise. Their innovative approach and attention to detail resulted in a solution that significantly enhanced our online presence and generated leads. Their work allowed us to grow our business and establish our brand during the peak of the COVID-19 pandemic. Their commitment to excellence and customer satisfaction was evident throughout the entire process, making them an indispensable partner for our digital transformation.

Imran Kermalli

Director of E-Commerce & Marketing, eShipper

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  • Years of Experience in this field

    14 +

    Years in Business

  • Total No.of Satisfied Customers

    300 +

    Global Clients

  • Successful Projects Executed

    250 +

    Tech Experts