A huge upgrade
Tungsten’s old website had become very outdated and cumbersome, and the site wasn’t working hard enough for the company’s future plans.
So, they decided to embark on a new website design project with MintTwist to bring the site into line with their business plans, and to lift it above the competition.
Working in close collaboration with Tungsten’s marketing team, headed by Ashley Infantino, MintTwist went through an extensive planning and creative stage, addressing the problems with each of the website’s sections, and working out how best to rationalize and simplify the entire user journey.
The website is also an increasingly important sales and marketing tool for Tungsten, so it was important that we pay close attention to trust and action signals, and to ensure that we balance the needs of existing customers with the requirements of those looking to convert.
Tungsten and MintTwist identified a number of user experience issues relating to the information architecture of many pages on the site.
Over the years the website had built up a series of different styles of calls to action, as well as multiple photographic and graphical styles. It had become cumbersome and unwieldy to manage, so it was important that we pay close attention to unifying these styles under the same, effective visual language.
It was also important to not change the architecture of the site, but there were navigability problems, so we needed to make sure the structure of the global navigation was fully researched and thought through. The result was a mega menu for the Solutions area, allowing promotion of individual services, as well as a quick, one-click or two-tap way to access any page, without overwhelming website visitors.
Building new technology
A key challenge for the Tungsten site was integrating a series of branded microsites into the new system we were building for them.
After a full audit of the systems, the team were able to get to work integrating them, having defined a minimum viable product so that the site could go live with integration work ongoing, invisibly to the website visitors.
Taking a big-picture approach to the full customer journey helped us to highlight many opportunities for change with the site, allowing us to hugely improve the conversion rate and make the site easier to use and more pleasant for visitors.
We launched the site and we’re incredibly pleased with the end result.
Not only are we very happy with the work we’ve done with Tungsten so far, but we’re excited to continue developing the website so that it may work harder for Tungsten Network, now and in the future.