LEAP Helps SENCO Fasten Strong Consumer Connections
SENCO, the leader in the industry for quality fastening solutions, came to LEAP asking for a complete website overhaul. The new site
was to be nothing less than best in class and serve as an
interactive product catalog.
Using a user-centered design approach, LEAP started by gaining a thorough understanding of SENCO’s core audience, which is
comprised of 12 unique consumer personas. Each persona would need a separate entry point, which would allow them to search
intuitively by the criteria meaningful to them.
Each separate entry point was planned out in the wireframes using POPs, widget-style engagement features and an advanced visual
navigation, which included places for product images. The wireframes featured a robust, but easy-to-use filtering system that
allowed users to narrow down more than 200 products to find exactly what they’re looking for. We also created a user-friendly
product comparison tool, so users can differentiate between up to four similar tools, feature-by-feature.
While the site was created to be a product catalog, it was designed so that it could be easily converted into a full-functioning
ecommerce site with the simple addition of a shopping cart. This required a complete restructuring of SENCO’S product database,
with efforts led by LEAP’s development team. Although this required some time and money, it will save considerable amounts of
both in the future, if and when SENCO decides to start selling products online.
The tools, navigation and other entry points came to life in the page layouts, which feature a sharp, clean look that reflects
the high-quality, sophisticated design of their tools. The design also highlights SENCO’s signature technologies, Fusion and
With a highly visual navigation experience with different entry points based on each persona, users are able to search by main and sub categories.
Along with an entire desktop redesign, LEAP created a dedicated mobile site. We chose to create a dedicated mobile site because
the filtering and navigation systems were too robust to be adequately user-friendly in a typical responsive design. Congruent
with our user-centered approach to design, we also stripped out the homepage product features, as most mobile users are on a jobsite
looking for a specific tool or fastener.
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