Tiliter

up-lucesco

# AI COMPUTER VISION

Tiliter is an Australian-based AI company that offers cutting-edge computer vision software that breaks new ground in retail product identification and enables supermarkets to transform the shopping experience; Tiliter enhances productivity for forward-thinking businesses.

The company has grown so fast, and after 4-5 years of being in the market, it was getting to the point that it needed to make some changes to reflect its evolution – from garage days to the #1 retail computer vision brand in the world. That's why we started the brand evolution and the website redesign project.

The company's goals

Stay innovative, relevant, and competitive
Differentiate us from our competitors
Present our brand as simple, intelligent, sophisticated, and timeless

Discovery

During the discovery phase, we performed a site audit, utilized questionnaires, dug deep to do a competitive analysis, sent out branding surveys, conducted user interviews, developed personas, and crafted a list of suggested improvements based off of the results.

Interviews

Conducted extensive key stakeholder interviews: We have done brainstorming sessions using google form with the founders and prominent decision-makers of the company to understand their vision.

You can find an example of an example of the questionnaire I created on Google Forms for the founders here: shape the Tiliter brand story

We have done brainstorming sessions using Mirro with the engineers to better understand the product and see their thinking process when they enter the competitors' websites.

Personas

We have started doing user and buyer personas using Mirro, Google Forms, and the help of an SEO researcher...

The data was collected from many sources, including:

CRM and lead-tracking data
Search and other behavioral data
Information from sales reps
Conversations with existing customers

The result:

The key discovery here was that even though store managers and grocery shoppers use the Tiliter product, the CIO and team leaders are the decision-makers when it comes to actual purchasing decisions.

So we decided to let the buyer persona influence our design strategy the most because we believed it would positively impact the number of leads and opportunities.

Competitor analysis

We conducted an extensive content and analytics audit to take complete stock of the content that was currently on our competitors site, to see what content was getting the most traffic and engagement

Discovered Traffic Potential
Analyzed the level of engagement on our competitors' content.
Took note of our competition's content strategy.
Performed a SWOT Analysis to learn their strengths, weaknesses, opportunities, and threats.

The result:

We discovered that Digisystem, NCR, and Roboflow had the most potent websites among our direct competitors. So we dug deeper and found out its reason and learned from them.

UX Strategy

After compiling all of the data from our interviews, audits, and studies and analyzing everything, we finally built out the user experience strategy for the redesign.

One of the most critical aspects was creating a design based on the user personas' behaviors, goals, and needs:

Since the site was mainly informational and serves to drive people at the top of the sales funnel deeper into the funnel, we knew browsing would be one of the top reasons people came to the site. So we introduced a primary CTA across the site, driving people to the solutions section where they could look and learn about the solution we provide for the retailers and see the products in action to inspire them for their own business.

Also, we structured the site navigation to be intuitive for visitors to find the information they're looking for with minimal clicks.

sign patterns.

Wireframe and Prototype

Since being able to find information was one of the critical tripping points, focusing on this first made sense. Therefore we started creating a new and more efficient site map that simplified access to the valuable information visitors was looking for. At the same time, we defined the redesigned website's content strategy. The content strategy was central to ensuring only up-to-date and relevant content would remain on the site and helped us identify content gaps where new content would need to be created to fully tell the story of Tiliter.

After the site map and content strategy were in place, it was time to wireframe the site's structure. Wireframing allowed us to lay out the priority of content on each page across the site to ensure an optimal user journey. In addition, as a collaborative process, wireframing gave the team an accurate preview of how the new site was structured and allowed us to iterate rapidly together to create an ideal user flow.

Once the site structure was set, we went through a rapid prototyping phase where we created wireframes for the key pages on the site and created roughly 30 custom design templates for the site for pages that required unique design patterns.

Build

After planning the site structure, it was time to translate everything into detailed design mockups. Again, we chose each visual element based on our earlier research. We started our UI design by creating a mood board. The mood board allowed us to explore various color palettes, typography pairings, imagery styles, and design patterns. Purposefully selecting each element of the design language allowed us to paint the picture of Tiliter as the robust, trustworthy, and reliable company it is.

Test & Launch

After framing the perfect website, we checked it from front end to back end a few times. We also tested the website on popular devices and browsers to ensure proper functionality and efficiency.

Transitioning user data from Tiliter legacy systems into the new database was time-consuming and painstaking. However, we worked extremely hard to ensure the data had been appropriately transferred.

Once we were sure that there were no bugs to be found, we were ready to launch the site.

Tiliters's new website has successfully unified 2 brands under one cohesive roof. And since a website should be a moving, breathing thing, Tiliter is arranged with all the tools it needs in the CMS to implement changes as its business continues to evolve in the future.