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Develop a new website that celebrates the FISHER brand, which is all about the person behind the work: the everyday hero, tough, hard-working, honest, real, loyal to the brand heritage, one you can count on.
When the time came to redesign the six year old FISHER website, the two primary objectives were: 1) clearly convey a FISHER brand that can stand shoulder to shoulder with the top of the line national truck brands upon which FISHER equipment is mounted, and 2) deliver a user experience that is intuitive and in line with the way today’s users want to get information.
FISHER’s new website features cinematic images throughout that convey the history and heritage of the brand with textured edges and dramatic environments all while showcasing the product front and center. Headlines and copy pair with the images to conjure up the emotions of being the one that people count on and willingness to do whatever it takes.
The new product pages give the user a similar experience of what it is like to experience a walk around at a dealership showing the product and the features then drilling down to the details as the user scrolls. This allows for the product pages to tell each individual story of every product offered.
A new site architecture helps users easily navigate the rich layers of information to primary areas of interest, whether it’s a first time buyer seeking to learn more about their product offerings, or a long time owner looking for parts and answers to questions. Overall the user experience of the site matches the same user experience that people get from their products. The website navigation experience is designed to seem familiar with today’s leading automotive brands.
Since 60% of the traffic is mobile, the site was designed from start to finish mobile friendly so the experience is cohesive and well thought out regardless of the device it is being viewed on.
As the sites are so new, proper data has yet to be collected, but positive feedback has been overwhelming.