MasonHub

Services: User Experience and User Interface Design

MasonHub is a third-party logistics company. They provide warehousing, inventory, and shipping services to e-commerce businesses.

The Challenge

MasonHub was looking for a website that would help bring in more new leads through improved SEO, and also help convert more of the users that made it to the site. To accomplish these goals, we would have to first educate prospective clients on the services provided by MasonHub. Additionally, given the risk accepted by business owners when partnering with a 3PL company, we would have to build trust so that they could be assured they were in good hands.

Our Approach

Interviews & Information Architecture

In our initial meetings with MasonHub, we attempted to get a better understanding of the advantages they brought to their customers but were quickly inundated by the amount of information required to get a decent handle on the nuances of the industry. We knew that this complexity was going to take some delving into on the site. We started to lay out a sitemap, thinking through the niches that would need to be addressed for users. Getting into detail on the business would have the added benefits of demonstrating expertise and providing a strong content base for SEO.

User Experience, Interface Design & Branding

Along with the sitemap, we established a visual style for the site. MasonHub communicated to use that they had liked the color palette of their old design, but it had felt too dark. We opened it up by going away from the dark blue backgrounds they’d been employing to white, and leaning heavily into their brand pinks. This friendly simplicity was extended into the approach to space, which was cleanly defined with plenty of flat, geometric shapes. For the typeface, we used Poppins throughout for its modern rationality.

As we started to lay out the content on the pages, we realized that our early concern with education and expertise had left us with a very copy-heavy site. Additionally, because we had a number of entry points to the site, there was a lot of repeated content. We took some inspiration the shipping industry and started to think about all of the ways to pack and unpack our information. We started focusing on modules that could help us condense information for an average user, but still provide detailed information when needed. The result was a more engaging, interactive experience.