As the creative lead for this pivotal project, I orchestrated a collaborative effort among multiple vendors to breathe new life into Flowserve.com. A meticulous review of our industry peers revealed a predominant focus on product-centric homepages and overall site design. However, the vision for Flowserve was to set it apart, to underscore its unique identity not as merely a product company, but as a solutions-driven powerhouse propelled by a clear, purposeful ethos.
Design Philosophy and Execution:
- A Distinct Aesthetic: Embraced an immersive design theme intertwining technology, innovation, and the essence of human endeavor with nature, thus offering a refreshing contrast to the prevailing industry norms.
- User-Centric Navigation: Strategically deployed visuals and a clear navigational schema to guide the user’s journey through the site effortlessly.
- Engagement Triggers: Integrated noticeable call to actions to foster user engagement and journey continuity.
- Rich Media Integration: Incorporated embedded video capability to enrich the content narrative and user engagement.
- Mobile Responsiveness: Ensured a mobile-friendly design to cater to the growing segment of mobile users.
- Holistic Information Architecture: Prioritized showcasing the breadth of knowledge, end-to-end solutions, and technological prowess over mere product listings.
The redesigned homepage now serves as a window into the essence of Flowserve, encapsulating the collective endeavor of dedicated individuals united towards a common purpose.
Flowserve’s Identity Manifestation:
- Offering solutions that resonate with universal betterment and sustainability.
- Positively impacting lives, with an invitation for engagement and inclusion in our mission.
- Navigating through complex engineering and technological challenges with adept problem-solving prowess.
- Progressively marching towards the future with a solutions-centric vision.
In sync with our vendors, I delineated brand and photography standards, navigated through challenges, and enhanced the user experience (UX) substantially. The fruit of this concerted effort was the successful launch of Flowserve.com on January 28th, 2022, marking a significant milestone in Flowserve’s digital presence and its narrative of value beyond products.