Web Design
A strong UX strategy helps a scrappy former startup shift into leader mode

Situation: A 10-Year-Old Tech Company Needed to Look Like A Leader Instead of A Startup

Fyusion technology provides comprehensive condition reporting and beautiful, interactive 3D imaging, but the company’s website hadn’t kept up with its evolution from a startup to a leader in its industry. Fyusion’s technology is now available within several product offerings of its parent company, Cox Automotive, and Fyusion wanted to show these capabilities, not just talk about them.

The goal was to create a website that would accentuate the visual aspects of Fyusion’s solutions and help to bridge the gap between where they’ve been and where they want to go. It was also important for them to have greater control over their website so they could more easily update and maintain it.

From an initial list of nine, Fyusion received quotes from four potential website agency partners. While Windmill’s quote was in the middle of the pack, Fyusion determined that we best understood Fyusion’s business objective and had a compatible communication style.

Solution: A Strong UX Strategy and Clear Messaging Convey Benefits of Cutting-Edge Visual Tech to Automotive Customers

Windmill’s approach was to pair a strong UX strategy with copywriting engagement to ensure that the new website’s messaging would explain the Fyusion product offering clearly and position Fyusion as a leader.

The Fyusion and Windmill teams collaborated to develop the new site map and to define methods that would work well for both teams as they mapped out content. As the design and development process unfolded, some of the important decisions included:

  • Creating modern-looking drop down menus
  • Embedding Fyusion’s “.fyuse viewer” onto certain pages to display the product benefits in a cool, on-brand visual way
  • Mapping the contact form to Salesforce for lead tracking in the company’s CRM
  • Embedding a third-party careers listing
  • Creating two different accordion styles using Advanced Custom Fields (ACF)

The WordPress content management system and its native block editor serve as the primary tool for page and content creation. Windmill took care of bulk migration of all existing posts to the new website.

New messaging is clear and concise, clearly explaining to customers such as dealerships, collision repair shops, financing companies, and others what Fyusion technology does, how it can benefit them, and how (combined with other Cox data intelligence) it will improve their business. The new website articulates a clear path for the customer to take in acquiring Fyusion’s software through Cox Automotive.

The project went smoothly, and the new website launched as hoped, in time for a technology conference that Fyusion was sponsoring. With some flexibility built into the schedule, a last-minute design direction change that came from the parent company did not derail the timeline.

Windmill had completed development, content entry, and QA testing, but the design directive required some global color, font, and logo changes in order to get the website ready for launch. This required another pass through, primarily to ensure that the font change didn’t break any styling. We were able to handle this swiftly to meet the projected launch date.

While the client’s previous web development agency had kept things “under lock and key,” Windmill took a different approach, training the Fyusion team on the processes for updating and maintaining the website, including updating copy and swapping out images.

Services Utilized

  • Branding & Visual Design
  • Client Training
  • Copywriting
  • Marketing Automation, CRM & Sales Enablement
  • Messaging & Positioning
  • Moodboards
  • SEO
  • UX Consulting
  • Web Design & Development

Project Information

Client:

Fyusion

Location:

555 De Haro St Ste 200 San Francisco, CA 94107

Date:

February 28, 2020

Website:

https://fyusion.com/

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