Draffin has designed and manufactured street furniture for over 65 years, and it is the leading street furniture designer and supplier in Australia. Despite that history and a wide selection of premium products, the business was failing to elicit any significant market growth. A new website was needed to better showcase the range and to lift the profile of the brand as a leader in the field.
Case study · Manufacturing & industrial
Draffin: a new B2B website for a street furniture supplier.
Draffin has designed and manufactured street furniture for over 65 years. Its website was not winning it new business, so we built one that shows the range and the standing of the brand.
- Sector
- Manufacturing & industrial
- Channels
- WordPress · WooCommerce
Website projectDigital experience
The challenge
What needed to change.
The current Draffin website was not indicative of the leading street furniture designer and supplier in Australia. Rather than demonstrating the broad range of products and possibilities on offer, there were obstacles to customers engaging and ordering from the comprehensive range. For a business whose customers include councils, government bodies and companies specifying furniture for public spaces, a website that made ordering difficult was holding growth back.
Our team seized the chance to create a new website that was more engaging, easier to navigate and streamlined each process from orders through to delivery.
Approach
How the work took shape.
The starting point was Draffin’s standing as the industry leader, and the aim was to make better use of it. That meant treating the website as a working tool for buyers, not just a brochure: somewhere a council officer or a project manager could find the right product, understand the options and start an order or a quote directly. Everything from structure to functionality was decided with that buyer in mind.
The team engaged in a full process delivery from discovery to wireframing, UX and UI design, development, testing and deployment. Each stage built on the last, so the decisions made in discovery about who buys street furniture and how carried through to the final interface.
Utilising a custom WordPress WooCommerce tech stack, the specially devised changes meant improvements to the look, feel and functionality across the whole Draffin website. WordPress gave the team control of the content and product range, while WooCommerce provided the ordering and quoting foundation for a B2B catalogue.
The shift
For Draffin the website stopped being a barrier to an order and became the reason to place one.
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The work
The work, up close.
The new website presents the full Draffin range with the depth it deserves. Products are organised so a buyer can move from a category to a specific item and its options quickly, and the custom designed pages give the range room to be seen rather than listed. Behind the catalogue, the ordering and quoting processes were streamlined so that what happens after a buyer decides is as straightforward as finding the product in the first place.
The upgraded website included a number of significant enhancements, including a custom quote function for B2B customers covering business, government and local councils. Rather than being an obstacle to new clients, the new website became a calling card for everything Draffin provides. Having a deeper and stronger showcase of products, offerings and related services is a powerful asset in the next chapter of the Draffin success story.
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