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Overview
Arrow.com, a leading technology solutions provider, approached us with the goal of revitalizing their enterprise-level homepage experience. The primary objectives included elevating the Arrow brand, establishing it as a pioneering force in the tech industry, while ensuring no disruption to their e-commerce operations. Additionally, the aim was to drive traffic to key sections such as Arrow Intelligent Solutions, Electronic Components, Careers, and Investor Relations, laying the foundation for a comprehensive digital transformation.
Challenge
The challenge was to create a homepage that not only showcased Arrow's extensive offerings but also conveyed their overarching brand narrative. The task was to strike a balance between innovation and familiarity, positioning Arrow as both a global tech leader and a human-centric company.
Approach
Our approach involved extensive research, focusing on competitor analysis and benchmarking against successful websites across different industries. Stakeholder interviews provided crucial insights, revealing the desire to communicate Arrow's identity comprehensively while evoking inspiration and a sense of belonging.
Wireframes were crafted to prioritize brand purpose and business links, emphasizing the connection between Arrow's mission and its impact on real people's lives.
Solution
My design solution, named "Amplified," was meticulously developed to leverage and expand Arrow's existing design system, while delivering an immersive and elevated user experience. Full-screen animated text takeovers and dynamic hover animations between business sections were key features of this design direction, aimed at surprising and delighting users. The deliberate implementation of horizontal scrolling within the stories section was intended to disrupt user attention, guiding them through and improve content engagement. Additionally, I incorporated subtle scroll animations such as background color transitions and image takeovers to complement the storytelling approach of the concept. ”Amplified" embraced Arrow's brand identity with a bold use of blue, offering a visually stunning and engaging homepage experience that aligned seamlessly with Arrow's vision for the future.
Results
Despite the compelling nature of the "Amplified" concept, the client ultimately opted for an alternative direction named "Deep Dive." This choice reflected a preference for a more conservative approach, adhering closely to existing brand guidelines. While "Deep Dive" successfully delivered a dynamic scrolling experience and on-scroll animations, it may have missed the opportunity to push Arrow further into the innovative territory they aspire to occupy.
In conclusion, while understanding the client's decision to err on the side of caution, I believe that the "Amplified" concept had the potential to more effectively position Arrow as a forward-thinking industry leader. Nonetheless, the project provided valuable insights into balancing brand tradition with innovative design, laying the groundwork for future collaborations aimed at driving Arrow towards its digital transformation goals.