Freeplay
Installing flooring solutions in the digital age.
Overview
Freeplay is a flooring product and service provider for businesses, homes, and building projects. By providing up-to-date, practical, and creative solutions, they help clients build efficient and conducive indoor environments for people.
The Challenge
How do we create an engaging online presence that will generate potential client leads? How do we position Freeplay as a user-centric service provider amongst an otherwise dry, product-centric industry?
The Outcome
A new website, messaging, and user experience that reflects the internal value of Freeplay’s commitment to building client relationships and understanding their needs.
Competitive Audit
Early in the process, our team ran competitive audits on websites in the same vertical, as well as related markets. The insights gained from this influenced the structure and features of the site. By surveying Freeplay’s direct competitors in the region, we identified gaps where Freeplay may fill to provide better value to their customers. Most competitors’ websites and businesses were built solely on product-based use cases without much focus on user relations & engagement.
Brand Definition
We first defined their brand statement that becomes the roadmap for all the contents and features of the website. We established that the emphasis should be placed on Freeplay’s aim of reaching out to users as a service, not a supplier. It should be clearly communicated that aside from quality products, the main value that users receive is Freeplay’s expertise in helping them create the perfect indoor environments.
User Experience
The site’s core features were built around not only Freeplay’s product catalogue, but in creating a simplified path for users to easily consult with the Freeplay team regarding flooring solutions they were interested in. The product enquiry list feature were built to ease a user’s experience of contacting Freeplay, and for Freeplay to get a quicker understanding of their needs.
