Edwards

Use AEM to Create Excellent Mobile Experiences for Chinese Users and Rollout to Overseas Markets.

Category
Language
Region
B2BDevelopmentLocalization StrategyUI/UX Design
Mandarin (Chinese)
China
Category:
B2BDevelopmentLocalization StrategyUI/UX Design
Language:
Mandarin (Chinese)
Region:
China

Background

Edwards, a subsidiary of Atlas Copco, is a global leader in vacuum and emissions reduction technologies, with over 100 years of history. As part of the world's leading industrial and manufacturing solutions provider, Edwards specializes in the research, development, manufacturing, and sales of vacuum technology and vacuum pumping equipment.

Challenge

To adapt to the increasing trend of mobile device usage and cater to Chinese users' habits, Atlas Copco aimed to build a mobile brand website for Edwards. This mobile site needed to integrate seamlessly into China's unique online ecosystem, utilizing social channels like WeChat to boost online sales. Providing a smooth and convenient mobile experience for Edwards' B2B customer base was essential.

Service & Solution

TMO Group provided a comprehensive approach focusing on UX design services, strategy services, and digital marketing services, using Adobe Experience Manager to create an excellent mobile experience for Chinese users and planned for a global rollout.

The customized mobile strategy and seamless integration into China's online ecosystem enhanced Edwards' brand presence and user engagement. The comprehensive approach ensured that Edwards could efficiently manage its global web presence while providing a superior user experience tailored to local markets.

UX Design Services

      
  • Mobile Strategy Development: Using insights from past website data and workflows, TMO developed a tailored mobile strategy for Edwards. This included creating a customized mobile UX/UI design that featured convenient workflows and comfortable user journeys.
    •   
  • Streamlined Navigation: Implemented a streamlined menu navigation emphasizing four key nodes, each with a clear call to action, to guide users efficiently toward product inquiries or purchases.
    •   
  • Optimized Product Browsing: Enhanced product overview pages, sliders, and detail pages for quicker loading and better performance, thereby improving user retention.

Channel Services

      
  • Adobe Experience Manager (AEM) Integration: Leveraged AEM to build an independent mobile web app tailored to Edwards' B2B nature, enabling efficient management of websites in different regions and languages.
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  • Component Customization: Developed customized components for the mobile web app, such as product image carousels and collapsible filter panels, to provide a more intuitive and user-friendly experience.

Digital Marketing Services

      
  • WeChat Integration: Fully integrated WeChat to extend Edwards' brand reach and engagement within China's vibrant social media ecosystem.
    •   
  • Local Adaptation: Ensured compatibility with popular Chinese browsing scenarios like UC Browser and WeChat built-in browser, optimizing front-end elements and media for enhanced browsing experiences.
    •   
  • Global Rollout: Used AEM to roll out and manage the design theme globally, starting with Germany, maintaining a consistent brand image with a centralized content database.

Related Service

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User Experience Design
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Adobe Experience Manager
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