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Back

Smith

Smith is a global brand with more than seven hundred employees across seventeen offices and four continents. As a leading independent distributor of electronic components, it was crucial to have a modern website that supported their US and international clients. The website development needed to display thought leadership and industry news.

Overview

Smith wanted to create a website that presented their expertise in the electronics industry. They pride themselves in providing their customers with efficient, quality-obsessed procurement, supply chain, and asset disposition services. As a global brand, it was important that their site included functionality to translate copy from English to Chinese. This expanded their reach to customers all over the world.



Smith

Customer Journey, UX / UI, Web Design, Interactive Prototypes, Web Product, Website Development, User Experience Design

Strategy

A comprehensive review of competitors in the marketplace and interviews with key stakeholders informed our creation of deep customer personas, user journeys, conversion funnels, and flow charts. These studies allowed us to define exactly how the new Smith website would help establish trust, clarify core business services, and drive users to find electronic components and make contact with Smith sales representatives.

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Imagery and Typography Details

Starting with a strong corporate color palette grounded in bold reds and blues, we were able to innovate and push style boundaries by introducing subtle illustrated details, dynamic photo masking, and on-scroll animations throughout the site to keep users engaged. Photography and custom-produced 3D video focuses on the types of components Smith specializes in distributing, so every page helps communicate the brand’s core competencies and commitment to quality.

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Main colors

Print

Extending the updated brand style beyond the website development, we were honored to prepare assets and guidelines for the Smith team to produce business cards, brochures, and one-pagers that are consistent with their new web experience. Now, sales leads have a consistent brand experience no matter how they make contact with Smith and proceed to the website.

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Marketing collateral

Our new site looks great; it is much more modern and sophisticated. We did an employee survey and got overwhelmingly positive feedback on the new site.

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Rich Witmer Senior Director of Marketing

Homepage

The homepage hero highlights Smith’s trademarked Intelligent Distribution philosophy and features a custom 3D background video depicting the types of components Smith sources and distributes. Core services and key differentiators are front and center, establishing trust and credibility and helping guide users to the information they need most.

Homepage

The homepage hero highlights Smith’s trademarked Intelligent Distribution philosophy and features a custom 3D background video depicting the types of components Smith sources and distributes. Core services and key differentiators are front and center, establishing trust and credibility and helping guide users to the information they need most.

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Flexible Page

Our custom-designed flexible page design empowers Smith’s content management team to quickly publish content pages to suit their needs, making the site easily scalable as the company grows. With a multitude of content module options and thousands of potential arrangements, the Smith team is set for years to come.

Flexible Page

Our custom-designed flexible page design empowers Smith’s content management team to quickly publish content pages to suit their needs, making the site easily scalable as the company grows. With a multitude of content module options and thousands of potential arrangements, the Smith team is set for years to come.

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Smith Quality

In the field of electronics component distribution, it is crucial for buyers to trust the authenticity and build quality of the products they buy and sell. To highlight Smith’s capabilities in quality-assurance testing, we devoted an entire page to their rigorous testing methodologies to instill peace of mind in their users and prospects.

Smith Quality

In the field of electronics component distribution, it is crucial for buyers to trust the authenticity and build quality of the products they buy and sell. To highlight Smith’s capabilities in quality-assurance testing, we devoted an entire page to their rigorous testing methodologies to instill peace of mind in their users and prospects.

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MOBILE WEBSITE DEVELOPMENT

With about 50% of the site’s users arriving on a mobile device, it was important that the small-screen experience was just as full-featured as the desktop experience. With smart adjustments like larger calls-to-action and a full-screen navigation menu, we made sure all of the site’s functionality is easy to access at your fingertips.

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