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A Mining Organization Finds a Better Way with UXD

Ausenco is a global company whose vision is to redefine what’s possible in the field of mining. Their website was designed with an “engineer’s approach” and they came to Pivot needing something more user-friendly.

Challenge

With their deep technological expertise and a 30-year track record in the mining industry, Ausenco needed to re-articulate their brand purpose and reimagine their website to better support their people and their vision for growth.

Initial meetings with the Ausenco team were focused on discovering the Brand Purpose and exploring the Visual Language that could be used to better define their presence in the industry. Their aim was to reach:

  • prospective clients,

  • prospective employees, and

  • current clients.

With 26 offices in 14 countries, and projects in over 80 locations worldwide, this was no easy feat.

Solution

From a Branding perspective, Pivot wanted to emphasize Ausenco's extensive library of site photos. Using the Ausenco "circle" as a consistent visual element on imagery and assets was a chance to use a defining visual feature to represent their "Find a better way" tagline.

Pivot proposed to approach the Website UX Design by conducting interviews with Ausenco's global Business Development team. We then developed personas to better understand their core website users. The persona development and interviewing process helped to not only establish who the users were but also define their needs and how frequently they might be using the website. Through this process, we also learned that the Ausenco website needed to better articulate:

  • Who Ausenco is,

  • What Ausenco does,

  • Ausenco's key differentiators,

  • Ausenco's overall approach to projects.

Armed with insights from the interviewing process, Pivot developed a new website Information Architecture to better support the needs of Ausenco and their audiences.

Taking the earlier Brand Purpose work that Pivot worked on, we then explored visual moodboards to establish a unique yet effective visual style for the website. After an iterative wireframing and visual UI design process, Pivot realised all of the project goals and needs through a smooth website development process.

Impact

The new website is being used effectively by Ausenco Business Development teams around the world to speak to clients and prospects. It shows off their wealth of experience in their market, their global team full of industry expertise, and a beautiful visual aesthetic to aid in presenting the information. Pivot’s work on the Brand Purpose and Website Design also extended into:

  • designing a system of icons to be used both in digital and physical spaces,
  • a powerpoint deck for sales presentations and proposals,
  • recommendations on an updated visual brand style guide,
  • an award-winning industry video.

We worked with Pivot on our global engineering firm brand refresh project. The design workshops were invaluable to moving our various initiatives forward. The immersive creative process facilitated new perspectives and was very helpful in decision-making in this highly visual brand project. I am not sure we could have progressed our work as efficiently and successfully without Pivot's collaborative and iterative approach.”

— Chief Marketing Officer, Ausenco