/ Project manager/ UI/UX design / Digital experience/ Web development/ Graphic design
Client – FlexLink
FlexLink Connects aims to create an ecosystem of reliable partners, reinforcing the networking concept with a dedicated growth programme for distributors. The ultimate goal is to generate new contacts and provide distributors with a showcase to promote their business. As with any project where the user is at the centre, we started by identifying personas.
After in-depth analysis, based on discussions with the client and data collected on the company’s social media sites, Marcopolo was able to identify two key targets: the primary audience – integrators, system builders and distributors, and then the secondary audience, the end-users. The next step was to define their respective user journeys. The first was aimed at new site users to become part of the programme reserved for selected distributors; the second was characterised by the returning users who use the site’s service functions, such as the search for certified partners.
Since the design, we have focused on engagement and usability: natural language, intuitive layout, and visible call-to-action. The characteristics of the two macro-types of users are different, but the navigation has been streamlined to ensure that everyone can reach their main goal in a few clicks.
For the content, a direct tone-of-voice was used for the text and the more visual components: an approach that reflects the human-to-human nature of the company. For this reason, the technological aspect characteristic of the sector in which the company operates is often accompanied by people. The site has been designed to be scalable and modular, with the possibility of future releases and enhancements that allow the platform to evolve according to FlexLink’s and the market’s needs.