With its 3D printers affordable enough for office use, Dimension (and its parent company, Stratasys) had a clear advantage over more expensive rapid prototyping systems. Dimension’s web site, however, was so focused on the product itself, it was missing the opportunity to connect with potential users and target lucrative market segments. As part of a complete redesign of the home page and interior site graphics, I helped Dimension refine its marketing position vs. other products, created sub-pages with material designed for specific markets and edited all existing content for clarity and simplicity. Major changes are below. Visit Dimension’s site here.
1 Added a strong visual focus to the home page that graphically demonstrated the product and explained the company’s marketing position.
2 Simplified the navigation buttons and eliminated duplication of links.
3 Created customized content targeted to Dimension’s core markets and highlighted these sections on the home page.
4 Added the main product benefits in an easy-to-read and uncluttered fashion.
5 Added a recycling list of Dimension users.
6 Created a page to contrast to competitive technologies.
7 Created a page devoted to financial rationale.
8 Created a selection guide to initiate the sales process and highlighted the link on every page.