Crafting an exceptional online experience for Humatics
The UX Challenge
Humatics is a micro-location service provider based in the US. The company creates precise location and navigation data to support multiple use cases in manufacturing, transportation, robotics, surgical and more. Backed by an impressive team of engineers and scientists, Humatics is looking to establish itself as a leader in the micro-location systems space.
The design objectives were…
- Improve customer engagement
- Increase customer leads
- Improve brand positioning as #1 player in the micro-location systems space
- Effectively communicate product lines and innovations
- Showcase supporting content (educational materials, white papers etc.) at the right place
Based on stakeholder interview and best practice reviews, the main UX challenges were as follows.
- Low brand awareness: Customers were unaware of the products, technology, use cases and expertise that Humatics offers.
- Standard template design: The website did not portray Humatics as a new-age company.
- Lack of persuasion: There was absolutely no validation for why a customer should engage with Humatics.
Our Solution
After getting an in-depth understanding of the UX issues, we started the redesign process to create a website for Humatics.
The design approach essentially focused on…
Brand personality
Compelling visual design with larger-than-life videos, imagery and bold text to highlight a future-forward innovations company
Humanizing technology to speak to users that are not familiar with Humatics and micro-location
Clear communication of Humatics’ offerings
Relating products and technology with real-life examples
Showcasing value through clear benefits, comparisons and numbers
Portraying authority by showcasing the team of engineers, scientists, advisors, investors
Case studies and press articles were made easier to read through
Increasing leads
Contextual call-to-actions that did not feel too salesly
Case studies and educational materials were made exclusive
The Outcome
ZEUX’s redesign of humatics.com proves that it’s possible to simplify an inherently complex domain, without making it simplistic. The design speaks to all user groups – those who understand the domain, and those who don’t. The use of concise language makes it easier for users to consume information.
The redesign also helps establish Humatics as a truly future-forward, innovative company.
“I have worked with ZEUX before and admire their working methodology, expertise and strong team culture. They are highly qualified professionals, well versed in UX Science & User Research. They understood our needs and translated it through UX design. Post go-live, we have seen an increase in engagement as well as informed and qualified prospects.”
Ron Ranaldi
SVP Sales & Marketing | Humatics