Challenges
Operational Strain in a Digital Void
New Press and Packaging, a traditional industrial printing company with 30 years of expertise, was planning to expand its capabilities but operated entirely without a digital presence. This forced B2B clients who needed basic product information or quotes to rely solely on direct calls and emails. The consequences were significant, creating major inefficiencies and barriers to acquiring new customers.
Staff
Overload
Sales teams were severely burdened. An estimated 35% of sales staff working hours were consumed by managing basic, repetitive communication rather than focusing on strategic tasks.
Client Inconvenience
With no central online resource, clients could not self-serve, leading to potential delays in receiving information and a dependency on staff availability.
Internal Inefficiencies
The high volume of manual inquiries created operational bottlenecks and risked inconsistencies in communication.
Business requirements
Establish Digital Presence
Create New Press's first online platform to effectively showcase their manufacturing expertise and strategically, aim to attract new B2B clients.
Enhance Client Self-Service & Reduce Staff Workload
Provide clear, easily accessible information to significantly reduce the high volume of routine customer inquiries and free up internal teams.
Process
Began with internal business requirements, then user interviews and market analysis. A Value Proposition Canvas synthesised insights, framed strategy, and guided brand/website development aligned with business goals and user needs.
research
Tools & Methods
Interview
Perceptual Mapping
Value Proposition Canvas
Information Architecture
Wireframing
User Research
Understanding B2B Client Needs
The primary objective of our user research was to understand precisely what information B2B clients seek and what factors influence their decisions when evaluating an industrial printing and packaging supplier's website.
To gain deep insights into customer needs and behaviours, I conducted semi-structured interviews with both existing and potential business clients. Each 30-minute in-person session was designed to explore:
Their process in sourcing and selecting packaging suppliers
Critical factors that influence their decision-making
Key requirements for long-term supplier relationships
Key Interview Insights:
Quality Assurance & Proof
Need to see detailed product specifications and printing capabilities. Visual examples of past work also serve as quality indicators.
Communication is Key
Need visibility into production workflow. Clear technical specifications save time.
Service Capability Evidence
Examples of handling complex projects with a clear overview of production capacity.
Competitor Research
Learn the Market Landscape
To inform New Press's digital strategy and identify key differentiation opportunities, I conducted a comprehensive market analysis of printing manufacturers in Thailand. This focused on their packaging capabilities, examining their service offerings, target markets, pricing strategies, online presence maturity, and core value propositions.
Key Findings:
The B2B Digital Gap:
An Underserved Market
Most Thai printers online serve individuals; established B2B manufacturers have limited digital presence. This revealed a key market gap for a high-volume, business-focused online printing platform enabling B2B client evaluation and engagement.
Competitors' Strategy:
Price Focus Over Expertise Showcase
Competitors digitally focus on price, neglecting to showcase manufacturing capabilities or quality. Their sites offer basic info, lacking technical details for B2B clients, creating an opportunity to lead with expertise.
Analysis
Exploring Value Proposition Canvas
Post-research, the marketing-suggested Value Proposition Canvas provided a fresh, structured way to deepen strategic thinking. Mapping client needs to company offerings pinpointed how capabilities could best meet specific client requirements.
This analysis revealed a crucial insight: B2B clients value trust and reliability (via clear docs, QA, communication) over competitors' price focus. This pivotal discovery shaped the website strategy to showcase New Press's technical capability, reliability, and quality.
Strategy
Quality over Price
From user need and market gap, rather than competing on price, we chose to differentiate New Press by emphasising the manufacturing excellence and comprehensive capabilities. The strategy focuses on:
Demonstrating Expertise
Clear technical specifications
Quality control procedures
Production capabilities
Highlighting Portfolio Diversity
Range of packaging solutions
Various industry applications
Different material capabilities
Complex printing techniques
Building Trust
Quality assurance standards
Project management process
Production reliability
Brand Identity
Establish the Identity
After defining our "Quality Over Price" strategy, I collaborated with the graphic design team to develop a cohesive brand system that would elevate New Press's digital presence. Our goal was to create a professional brand identity that reflects manufacturing excellence and technical expertise.
Website Development
Information Architecture
The straightforward sitemap process prioritised a clear hierarchy, organising content from broad overviews (primary navigation) to detailed technical specs (tertiary). This structure ensures B2B clients easily find specific product details while highlighting our technical expertise and manufacturing capabilities.
LO-FI WIREFRAMES
After establishing the information architecture, I developed low-fidelity wireframes focusing on 5 key screens: Homepage, About, Products, Directions and Contact. The design features a fixed side navigation menu to ensure consistent navigation across all screens while maintaining focus on content presentation and technical information.
Product Gallery Page
Product Details Page
Process Page
About Page
Contact Page
Final Design
Based on user research indicating primary desktop usage among business clients, I prioritised desktop design while ensuring responsive capabilities for other devices. The final design demonstrates our quality-focused strategy through:
Portfolio Showcase
Grid layout highlighting diverse product range
Detailed product specifications
High-quality photography showing printing detail
Technical Excellence
Machinery and process documentation
Clear specifications for each product
Professional production facility imagery
Professional Navigation
Fixed side menu for easy access
Hierarchical information structure
Clear categorisation of services
Content Organisation
Product galleries with technical details
Manufacturing process showcase
Detailed specifications readily available
Related products suggestions
About Page
Contact Page
Product Details Page
Product Details Page on Hover
Impact
Post launch, our analytics team tracked how the new website delivered measurable results across multiple dimensions, from business growth to user engagement. The transformation from a non-existent digital presence to a comprehensive platform showcasing our manufacturing expertise has significantly impacted both our market position and client relationships.
15%
increase in new customer acquisition
18%
increase in sample requests
40%
reduction in back-and-forth communications
positive feedback on website usability