Danny Bluestone, CEO of Cyber-Duck, discusses how we’ve made the Mitsubishi Electric UK website for the Living Environment System division user-friendly, and emphasises the importance of taking a user-centric approach.

Today marks the launch of Mitsubishi Electric new UK website for the Living Environment Systems division, and we couldn’t be more proud of what Cyber-Duck has achieved. The new website encompasses a user-friendly experience with engaging visuals and a robust yet flexible content management system (CMS).

Cyber-Duck is a full-service digital agency in London that prioritises user experience (UX) and cutting-edge technology to deliver transformation. With our accredited user-centred design (UCD) approach, we create experiences that inspire users, and our work for Mitsubishi Electric is an excellent example of that. We were in a prime position to create a user-centred website for Mitsubishi Electric – our office air conditioning was supplied by Mitsubishi Electric, so we fit one of their end personas!

The new website showcases all content within a single, accessible mobile space, which provides a streamlined user experience

danny bluestone Danny Bluestone CEO and founder of digital agency Cyber-Duck

WHY IS UX IMPORTANT?

User experience design is all the rage across digital agencies, but for Cyber-Duck UX is more than just a buzzword – it’s a driving force behind everything we do, and has been since 2005.

UX is important because of the sheer amount of information we’re bombarded with online. The trick is to present this information in the clearest and simplest way possible. If you fail to do this, people won’t be able to get to the information they need quickly and efficiently, and you may lose out on business because of it.

For Mitsubishi Electric, we were dedicated to effectively presenting their content in a succinct, digestible and seamless way to ensure that it would engage their consumers. The complexity of the project and the sheer amount of content on the website meant this would be no easy feat.

USER-CENTRED DESIGN (UCD)

In order to achieve our goals for this project, we combined quantitative and qualitative methods to identify where major issues lay with the old website, and tested various new designs with users.

Our UCD approach involves conducting extensive user research to develop the best strategy for our clients before starting either visual design or software development. For the research phase, we run stakeholder interviews to understand business goals and project objectives. This helped to inform our strategy for the entire project, as from it we can define the personas we will design the website for. We then engaged with users who fit these persona types to understand how they engaged with Mitsubishi Electric’s products and services. We could then determine how content should be maintained and ordered to best engage with users.

DATA-DRIVEN DESIGN

After a qualitative, people-first approach that included user interviews, a new information architecture and wireframe testing, we combined our UCD approach with data-driven design (DDD) to develop a people and data strategy.

The data strategy explored how the prior content performed using analytical tools. We reviewed the performance of content and link issues on the previous website and explored marketing opportunities that relate to Mitsubishi Electric’s products and services. Part of this process involved developing a new content strategy with search engine optimisation (SEO) tactics, including the implementation of advanced Google Analytics (GA) and Google Tag Manager (GTM) analysis software.

A NEW STRATEGY FOR MITSUBISHI ELECTRIC

The new Mitsubishi Electric website showcases all content within a single, accessible mobile space, which provides a streamlined user experience. We hope you enjoy using it, especially now that you have the option to tailor the website to your specific needs based on the four main persona types: installer, specifier, corporate end user and homeowner.

For an in-depth analysis of the work we created for Mitsubishi Electric, be sure to visit our website to see our case study. You can also find out more about our services, including marketing, UX design, branding, and cutting-edge technological services. We relish a challenge at Cyber-Duck, so if you think we can help you realise your digital objectives through a strategic and agile process, contact us today.

Danny Bluestone is the CEO and founder of Cyber-Duck, a full-service digital agency based in Hertfordshire and London that specialises in digital transformation.