Sterling International's highly successful line of RESCUE! bug traps and accessory website was in need of a refresh. They needed to better connect with their customers and engage across multiple medium platforms including mobile devices. In addition, their product lines were growing quickly and content needed to be seamlessly updated with ease through a powerful content management system.
In close collaboration with the RESCUE! marketing and sales team, we prepared a robust set of goals prior to moving to the strategy phase of our project. In short, we created a roll-out plan that allowed their site to be seen across any platform or device through a technique called responsive design. Through careful planning and execution, we outlined several sitemap and wireframe versions specific to the each potential mobile or desktop user. We then applied user centered design principles to correctly display and organize information depending to the particular audience viewing the site. Through analytic tracking and GPS targeting, we were able to better hone where content resides on the site.
The end result was a powerful tool that combined intelligent design with engaging marketing techniques. As the site can be displayed across any device and reorganizes information accordingly, the RESCUE! marketing team was able to drive traffic to specific portions of the site utilizing QR code promotions and packaging. Knowing the user is opening the site on a mobile device allowed RESCUE! to specifically target messaging to that user including product features and reviews. As an added bonus, the RESCUE! site continues to present unique ways to engage their audience through consumer reviews, social integration, GPS retail store locators, and an integrated blog. As the site is built on NXNW's customized CMS, RESCUE! has the potential to easily add new applications with unique function in the future. First on the plate, is to create a series of how-to-videos that can be uploaded and managed by the RESCUE! team. Sales and customer reviews dramatically increased after the early summer launch of the new site.