Interprint is an internationally operating group of companies in the décor production sector. Since the beginning of 2014 we are working together with the company on the optimization of the internal and external communication processes. The first visible result is the relaunch of the current website. After an initial research and analysis of the status quo, we developed an integrated strategy, according to which the company will adapt their communication based on future digital requirements. A close partnership developed, which enabled us to accompany Interprint on their digitalisation journey.
New service structure
Together with the client we developed a “service platform”, precisely tailored to the needs of Interprint’s B2B-dominated user groups. Our goal was to bring together the touchpoints from the analogue communication environment with the previously barely used digital contact points. The result is a brand new, coordinated service structure that combines self-service offers with personal consultation, translating the added value into an improved quality of consultation for the customer.
Digital brand vision
The starting point of the concept development was the brand vision we formulated together with Interprint in order to provide a digital product experience for the customer, as well as consolidating its position as a strong, leading, trend-setting partner in the surface solution industry. Our mission was to make information easily accessible and to generate a comprehensive service experience that goes beyond a differentiation of digital and analogue communication.
Tools to address specific requirements
The centrepiece of the service platform are specific tools that the visitors can use to interact with Interprint’s portfolio. We interlinked contents that are logically grouped, focusing on three components: information-based content, specific product consultation and inspiring trend presentations. In terms of the service quality and individual consultation it was important that all components lead to direct customer contact at decisive points within the website structure.
The right toolbox
To identify the right customised tools, we created detailed touchpoint analyses, developed personas, deduced user scenarios and presented them in page plans and then in wireframes. Only the close interaction with the client and the permanent cooperation of our various technical teams in this project enabled the seamless integration of the tools into the service platform.
The Interprint sales team uses tablets: in customer meetings as well as obviously at trade shows and events. This makes the employees important ambassadors and catalysts for the way that customers perceive the brand. There are also playful presentations on touchscreens, which can be made directly available to customers at tradeshows.
In order to do justice to this direct rapport with the customer, we decided on a “tablet-first approach”. For us, this was the reference point for the correct scaling of contents, the so-called viewport and the interaction paradigms. Direct access to the most important functions, the touch optimisation of all interaction elements and a clear prioritisation of the navigation structure had a particular influence on the overall results. This then formed the basis for the desktop and mobile versions.
Six Pack – Special world of experience for special décors
The annually released “Six Pack” is a selection of six unique and promising décors that have the greatest potential for market success. For these Six Pack décors we developed special product worlds under the working title “story pages” in the form of flowing one-pagers. They are closely coordinated and developed with brochures, tradeshows and events.
The aim was to provide aesthetic associations for the décors that tell the customer the story behind the product and also help to make each décor more memorable. The website digitally showcases the décor products – motion parallax, acoustic effects, 3D renderings and additional information enhance the experience for the customer and provide answers to product-specific questions.
Highlights – A new motto every year
Parallel to Six Pack, Interprint uses an annual motto to position its décors within a comprehensive 360° campaign. These campaigns are a long-established, central element of Interprint’s communication. Every year the company reinvents itself – and this is now also reflected across its entire service platform.
From the changing logos, to a specially developed design line, down to the tradeshow concept with experience factor. Even the company’s headquarters in Arnsberg are given a new makeover every year, along with the service platform that is specially coordinated to the campaign. The modular architecture of the website makes it possible to transfer the new colour and style concepts to the design of the service platform. Analogue to this concept, we’ll be developing a new, playfully inspired microsite for the campaign each year, which will be incorporated into the service platform’s system architecture.
Décor Explorer – A world full of décor
The “Décor Explorer” pools the entire product portfolio in one place. The challenge in terms of the concept development and design was to develop a user-friendly filter that also works on smaller touch devices and can depict the complex database of several thousand décor products.
A smart amalgamation of different databases on Interprint’s SharePoint Server constitutes the basis of this major tool. Intelligent load balancing ensures the high-performance and consistent output in the front end.
IP Knowledge, Download Center, MyIP and Career
Parallel to the product-related tools we developed special service tools to meet the needs of individual visitor groups.
With IP Knowledge we created an online reference tool that explains technical terms to industry newcomers and provides an insight into Interprint’s production processes. In the Download Center, press representatives, customers and employees can quickly and easily find all materials they need for their work at a central hub on the service platform. MyIP, on the other hand, is the customer cockpit – this is where stock can be checked, orders submitted, bookmarks and memory lists managed and company information updated. In the newly designed ‘Career’ section of the website everything revolves around a down-to-earth and authentic way of addressing and communicating with potential new applicants. The online application procedure makes the process particularly simple.
Over the course of a smooth digital brand transformation we reinterpreted important CD elements. Due to the variety of devices the visuals were also showcased in smaller formats, a stand-alone icon library developed and a set of characteristic fonts designed.