BOC Edwards

This project was all about turning the world of industrial vacuum pumps on its head.

This large development and SAP integration project began with one simple realisation. That big companies like this tend to think of their website as a visualisation of their corporate structure.

This means that if you were to print out the architecture diagram from the website we inherited and compare it with the organisational chart of the business, the two things would be almost identical.

Is this bad? Well, there is certainly an undeniable logic to it. But the answer, from our point of view, is 'Yes, it is bad'. The reason it's bad is that, like any other business, BOC Edwards have customers that don't understand the ins and outs of their corporate structure, nor should they need to.

So this is where we came in. We changed the structure of the site to mirror the business sectors and objectives of their customers. This way the format of the site would be immediately understandable by their customers.

In addition we applied some retail thinking to the solution. After all, this was effectively a shop, but rather than single products, each item contained a host of options and detailed information packs. It was a shop for information not just for immediate online purchase.

The result is a far more satisfying and effective experience for customers of all types.