Illuminating the future

Vantage Lighting is a leading manufacturer of a wide range of energy efficient lighting products. With their state-of-the-art technology, Vantage engineering constantly pushes the envelope to develop solutions that create industry-best performance at surprisingly low costs. With a company focus on technological advancement and innovation, the Vantage website did not truly reflect the brand and their products and was behind the times both in terms of functionality and design.

The SMAC Stack Insights

A successful product finder experience requires a clear definition of the overall filter set with well-defined priorities. The experience should offer the right breadth and depth of filters and filter parameters.

Learn more about The SMAC Stack

Finding the right fit

Ayantek worked closely with Vantage to understand their business goals and the key feature requirements. Vantage Lighting’s primary site users fell into one of five profiles – lighting manufacturers’ representatives, lighting designers, specifying engineers, design/build contractors, electrical wholesalers – each with their own needs.

Manufacturers’ representatives appreciate easy, quick and simple approach to finding lighting products that fit their needs. Lighting designers were more of an artsy, eccentric group that appreciates aesthetics and performance in lighting. They seek manufacturers where aesthetic and performance quality is exemplified by not only its products, but every marketing touch-point, especially the website.

Turning the light switch on

The previous Vantage Lighting website was difficult to use for users, utilizing a drill-down navigation to search for products. Users would frequently fall down the rabbit hole of a navigation path, then have to pop back up to the top and restart the process each time they did not find the right product. The website also did not offer an easy way to showcase new products, highlight key differentiators or quickly find product resources. Lastly, the Vantage Lighting website was very busy and did not align with Vantage Lighting’s focus of technological advancement and innovation. The website needed to be cleaner, simpler and more modern looking as well.

From a feature set perspective, the success of the new site was primarily dependent on how quickly the core audience of the site could accomplish two important tasks – 1) finding products that meet their specification and 2) locating product resources, including specification sheets. Ayantek worked closely with Vantage Lighting to define the requirements for the new site. Some new features included parametric search to easily find products and resources offering 150+ filters that was easily accessible from the homepage.

From a design perspective, the new website was designed to be fully responsive, making it painless for Vantage Lighting users to access the site anytime, anywhere.

Powering a lightning fast experience

From a performance perspective, the new site had to be designed with mobile users over low bandwidth speeds front of mind. With efficient use of caching and numerous page optimizations, page load times were well under 2 seconds earning an A rating on independent performance tests, making the site lightning fast for agents using their mobile devices.

The redesign achieved the goals of a clean, simple design, making the site easy-to-use and reducing number of clicks to find products and associated resources. With a faster navigation and enhanced search capabilities the site dramatically improved the user experience. Site users and in particular agents have responded very positively to the new site and expressed how easy it is to use.

The Vantage Lighting website was awarded the 2018 “Gold” Communicator Award in the “General Manufacturing” category.

The site won a second award – 2018 Davey Awards in the Manufacturing Websites category.

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