DEsign Challenges
"Temporarily putting aside the technical details, we zeroed in on what Eugenie actually did for their clients. A sort of alchemy in itself."
The Client
An award winning SaaS company based out of Cupertino, Eugenie had been making waves in the word of industrial AI. Their twin products were designed to work for asset heavy industries such as chemicals, mining, oil & gas.
Eugenie’s AI platform helped these industries track and reduce their inefficiencies, failures and emissions thereby improving overall productivity and efficiency.
Project Brief
Eugenie’s marketing team needed a fresh website that was not only functional, fast and responsive but also one that leveraged powerful graphics and animation to really highlight how they created value for their customers.
They also needed a comprehensive Content Management System to manage and update their extensive Resource library which included their blog, news, white papers and case studies.
Services Provided
DIGITAL
- ART DIRECTION
- CONTENT WRITING
- Custom AnimationS
- FRONT-END DESIGN & Dev.
- INQUIRY & CONTACT FORMS
- FRONT-END DESIGN & Dev.
- CONTENT Management SYSTEM (CMS)
- CLOUD BASED SERVER SETUP & SSL CERT.
THE DESIGN challengE:
BALANCE BRAND DISCOVERY & USABILITY
We were asking a lot of the new website. We needed it to introduce first time visitors to Eugenie helping them discover what the brand’s values were. And if this wasn’t enough, we also needed to deliver quick easy access to Eugenie’s technical product page and extensive resource library to demonstrate
how Eugenie could make a difference to their bottom line and their carbon reduction goals. Balancing these two seemingly contradictory goals in a design that felt natural and above all, inspired trust was the real challenge for our team.
INDUSTRY ANALYSIS
Surveying the landscape
This was our simple inspiration for the design. Temporarily putting aside the technical details, we zeroed in on what Eugenie actually did for their clients. A sort of alchemy in itself. Industrial AI was a relatively new and specialised field and so we began by conducting an in-depth industry analysis to figure out Eugenie’s market position and to understand what the competition was doing.
Next, we carried out our brand discovery process using our detailed questionnaire along with, several zoom meetings with the Eugenie team to help us understand what they really wanted to communicate.
our findings
“While Eugenie clearly fell into the mid-tiered category we took inspiration from both brand categories.”
Established Players
Industry leaders such as Uptake and C3.ai were juggernauts in the industry with a comprehensive product portfolio and client list to match. These brands tended to have high-performing websites that focused more on categorising information rather than brand building.
They tended to have dedicated sections for investors, company news and upcoming product releases which their first time as well as, repeat visitors might take an interest in.
Mid-Tiered Players
These websites ranged across the spectrum from the clichéd and predictable to the creative and inspired. Standouts in this segment were X.company and Earhtly.org
Coincidentally, both websites had taken a ‘less is more’ approach to their top-level content except when it came to their actual projects and case studies. Here, they went into full glorious detail with rich photography along with the what, how and why of it all.
INSPIRATION
Environmental alchemy
This was our simple inspiration for the design. Temporarily putting aside the technical details, we zeroed in on what Eugenie actually did for their clients. A sort of alchemy in itself.
Eugenie helped some of the highest polluting industries drastically reduce their carbon emissions while improving their overall productivity.
This idea of transmuting the ordinary into the extraordinary was the perfect metaphor around which we could build our brand story.
SOLUTION
FILLING IN THE DETAILS
Since we had an open brief, we approached our original idea in two ways. One more metaphorical and theatrical, the other more direct and obvious.
For our first draft, we created a hover effect for the landing page banner where an initial image would be replaced with a slow motion video. The visitor would see a grainy black and white polluting power plant at first glance. However, on mouse movement we would reveal a slow motion video of a sapling breaking through the soil growing towards the sun.
As an alternative, we created a more functional layout where we showcased one of Eugenie’s project images with a simple descriptive tagline. This would be a more functional approach helping visitors quickly grasp what the company did and encouraging them to delve deeper into the product & case study pages.
We also added related case studies near the bottom of each specific industry page to funnel visitors towards real life examples of Eugenie’s effectiveness in the field.
Project Outcome
After several rounds of testing, we uploaded the website to a staging URL sharing it with the Eugenie team.
Following a few rounds of design changes, the final website was approved and we went live in the first week of March 2023.
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