Sloan

Industry

Manufacturing

A revolutionary product for a new industry.

Sloan, a 100-year-old global company and a leading name in sustainable restroom design, felt that its former website did not adequately address the needs of its key customers and failed to reflect its brand’s global and sustainable nature. We listened and delivered a revamped company website worthy of a worldwide industry leader.

Our success with Sloan was not just about our expertise but also our collaborative process. Through extensive user research and close collaboration with Sloan’s stakeholders, we crafted an elegant, functional design with beautiful product imagery, clean typography, and a cohesive brand library. Technically, we implemented reusable components for faster deployment and consistency across all platforms. The headless eCommerce experience connects with SAP, ensuring scalability and best-in-class customer experiences.

Since launching the revamped website, Sloan has experienced a significant increase in page views and company growth. This growth is a clear testament to the positive impact of our work on Sloan’s brand and customer engagement, proving that the right digital experience can drive real impact.

User personas to guide the design process

A solid foundational strategy, created in collaboration with Sloan, was important given the scope of the project. While we aligned ourselves with the vision of key stakeholders, we also conducted extensive user interviews to build representative personas for each of Sloan’s primary customer groups. This would prove an invaluable resource for vetting design decisions throughout the process and ensuring that all user needs were being met.

A design for designers

Through multiple iterations, we crafted an aesthetic that would appeal to Sloan’s target audience — designers and architects — while remaining as fast and functional as engineers required. We created a core set of web components that could be reused throughout all of Sloan’s web projects, enabling faster deployment and greater brand consistency. Beautiful typography with a clear hierarchy was an important element, as was the eye-catching use of brand colors. Yet all of this was in service of the true star, Sloan’s products, which took center stage in stunning, full-screen imagery.

Building a brand asset library

As the project progressed, it became clear that there was a lack of high-quality product imagery and iconography that would play a major role in the site’s success. We proposed a brand asset creation project that involved 3D product renderings, case study photography, and flat iconography. We provided art direction for the renderings, creative oversight on case study photoshoots, and execution of the icons — all to ensure a consistency of quality and brand character that comes through in the final site.