Vermont Precision Tools
Responsive business-to-business website showcasing Vermont Precision Tools' products and capabilities, while also highlighting the quality and community that customers trust and deserve.
About Vermont Precision Tools
Vermont Precision Tools (VPT) is a multi-generational family business. For over 50 years, they have been producing the highest quality blanks and tooling in the industry. Servicing customers from small Tool and Die shops to multi-national Fastener, Powder Metal, Medical companies, and more.
Problem
According to data and expertise provided by Vermont Precision Tools staff and directors, the company struggled with a few main things:
1. Streamlining the potential customer to dedicated customer process
2. Communication with potential customers
3. Attracting new employees
Solution
Emphasize VPT's capabilities, quality, and community, and create an efficient customer purchasing journey.
An experienced and reliable persona was vital for Vermont Precision Tools' success. Users had to know what VPT was capable of making and trust that they would be successful.
Software
Sketch
Adobe Illustrator
Adobe Illustrator
Project Length
4 Months
Role
UI Design
User Personas
Based on user history, VPT wanted to focus on two distinct user personas. Each persona had different goals, interests, and needs:
1. Users who were industry experts looking for products and unique and specific tools made-to-order
2. Users with industry experience who want to learn more about the company, find open employment opportunities and apply for jobs
Site Map
Vermont Precision Tools' site map is split into a few distinct points of need.
Who We Are highlights all the information about VPT as a company and its history.
Products, with sub-pages of the four main product types, provides an overview of each product. Including images, dimensions, materials, etc. While Capabilities showcases everything that VPT can make and more.
The Careers page is a vital part of VPT's website goals: highlighting the company's employees, company culture, and more.
New Customer User Flow
New tool manufacturing customers may require more research before requesting a quote. They value quality certifications and need to trust the manufacturer. Therefore they explore the quality, capabilities, and product pages more thoroughly. They also investigate the company itself and its history.
Returning Customer User Flow
Returning customers are more confident and trusting with Vermont Precision Tools. They understand the quality and commitment that VPT provides, therefore their user flow is straight to the point and they're able to skip over all the exploration that new users typically go through.
History of Expertise
Vermont Precision Tools' website emphasizes the company's expertise, quality, reliability, and its role in the community as a family-owned and operated manufacturer. The company highlights its growth throughout its 50+ years of service in Vermont while maintaining the utmost dedication to its employees and community. VPT accentuates the people behind the company and their work, putting a sense of human connection into what can be a dull manufacturing industry.
Products You Can Rely On
Most of the products that Vermont Precision Tools manufactures can be sorted into four different product types used in the manufacturing industry. Each product category showcases manufacturing options for that product, including popular materials, machining, and what can be done within 48 hours.
The product detail pages also include references to their quality control and technical support sections which are vital for new customers.
Each page includes a request for a quote form and options to contact VPT directly. New additions like this form help streamline the customer's purchase process.
More than Capable
Most of Vermont Precision Tools' users are experts in their manufacturing industries. Because these users know exactly what they're looking for, the capabilities page makes it easy for customers to know if VPT can meet their needs.
While customers can always email or call VPT if they'd prefer to, the capabilities page cuts out any back-and-forth inquiries for those customers who would rather have all the information laid out in one place.
An Established Equipment Gallery
In the way most people recognize a sewing machine or an oven, VPT's customers can recognize this specialty manufacturing equipment and know exactly what each does. This machine gallery allows users to quickly explore the different machinery and gather an understanding of VPT's capabilities.
Emphasizing Company Culture and Community
Employee testimonials share what it's like to work at and with VPT from all different departments and areas.
The company's values, community, and culture are important for job-seekers and new potential customers.
Solution Outcomes
The redesign and development achieved the following outcomes:
1. Simplified and improved the customer purchasing journey. Instead of through the phone and email which previously required more back and forth between customer and manufacturer.
2. Illustrated and emphasized the trustworthy and reliable persona and products.
3. A thorough depiction of Vermont Precision Tools' employee culture, benefits, and opportunities.
