Arrow Lighting Microsite and Framework
Overview
Arrow Electronics wished to establish brand recognition and market dominance in an emerging lighting components market. To help achieve this goal, Arrow wanted to develop a research website focused exclusively on components that Arrow sells for lighting applications that utilize High-Brightness LEDs.
Goals & Objectives
- Grow their existing account base through new accounts and growth within identified existing accounts
- Funnel new customers into Arrow through referrals, both offline and online, from this website
- Create lead opportunities for our sales staff through registration for content and other features
Challenges
- Outdated web platforms are not friendly to growth and change
- To support multiple vertical websites, needed to develop an extensible platform to easily and efficiently meet new sites
- Developing content for all manufacturers and products
Solutions
- Provide a robust search engine that will search for components and information related to lighting products, then further refine results by selecting from 7-10 parameters
- Flexible content management by providing direct access to front-end code (JSPs) using tag libraries for ease updating of content and design
- Contact tools that qualify contacts before deciding where to send them within the business
- Ability to order samples through Arrows regional commerce site, arrownac.com
- Write and promote educational information around Lighting Technology segments, focusing on features and benefits
- Create vehicles for marketing and promotional content for Arrow to sell to suppliers (e.g. featured products, events and seminars)
- Provide information about services Arrow supports lighting solutions
Outcome
- Redesign most of the website outside of part search and the shopping cart
- Information Architecture - Site map for redesign
- Third-party wireframe
- arrownac.com final design