MHS Lift is a nationally-recognized material handling equipment company with nearly 50 years of experience that offers forklifts, equipment rentals, and warehouse optimization services.
MHS Lift recently went through a complete rebranding effort and needed to update their online presence to match. There was also a need to diversify their business to include warehouse optimization services, maintenance and repair, and safety training. In addition, their former website made it difficult for customers who wanted to quickly find and rent equipment.
I worked with our content strategy team to develop out some user personas. We held internal stakeholder interviews with the client and developed our findings into specific audience personas. These personas helped develop content and marketing messages that aligned with the overall user goals.
After further research and taking into account the user personas, I took these insights and began to create a sitemap. In addition, I developed out the information architecture keeping in mind the overall project goals.
I created wire frames based off of the sitemap and information architecture. These wire frames to help develop out the user flow throughout the website. The filtering component was also prototyped out to show the functional requirements to the dev team.
Leveraging the client’s current branding guidelines, I created some style tiles in order to dial in the overall design aesthetic which would then be applied to the overall design.
Even after the style tile was approved, iterations were made to the design direction that slightly deviated from this proposed mockup. Specifically, the addition of more angles to elements which can be seen in the final design giving more of a dynamic feel overall.
This project was a big undertaking. There was a lot of content to organize and new sections to flesh out while also balancing other key aspects of the website. Creating a new filtering system and working with our dev team to engineer a flexible backend platform was fun and challenging. In addition, there were a lot of unique page designs to create so creating reusable design patterns was a must.
I had to coordinate with a third party photography team while helping with some of the overall art direction. I worked with them to create visual assets that were used throughout the website.
