The project was undertaken as a group with Rūta Serpytyte as part of the Aalto Summer Design Studios research project. The client was Limetec, a trailer customisation company based in Finland.

<aside> 📅 - 2021

</aside>

<aside> ⌛ - 8 weeks

</aside>

<aside> 🔖 - UI/UX Design - Service Design

</aside>

<aside> 📍 The brief was to extend the brand experience of the company. After understanding the sales process, brand and target audience of Limetec we designed a product configurator that showed off their brand values of helpfulness, future-oriented and flexibility. We also created an implementation plan for them to roll out the configurator.

</aside>

Team Limetec Ab in Kokkola, designs, manufactures and maintains lorry superstructures and trailers for various transportation needs.

The Brief

Our aim was to enhance Limetec's brand elements: future perspective, efficient assistance, helpfulness, and flexibility by creating a service to better communicate their value offering.

We undertook market research by looking at competitors and other companies in the trucking industry, and how they portrayed their brand. We also conducted long interviews with our client's sales team to better understand the interaction between the end customer and Limetec.

Market research looking at how other brands in the segment showcase their products online

Interviews with our clients to understand their USP and how might we communicate the same

We ultimately decided to focus on drawing in new customers with our digital solution, since old customers preferred a more personalised approach. The format of a product configurator was decided since it would allow Limetec to display the brand elements most valued by their customers: flexibility and customisation.

Mapping out the sales process, with our target audience and intervention area highlighted in orange.

Designing the configurator

The configurator went through several rounds of iteration, taking in feedback from different stakeholders from marketing, sales and design experts on the way.

Evolution of the configurator.

The configurator was designed to live on Limetec's homepage of their website, thus showcasing the flexibility of their solution in an engaging manner early in the users interaction.

It allows the user to "build" their own trucking solution, from custom trailers, to refrigerated lorries, to hydraulic roofs.

The configurator ends with a short contact form that allows the customer to send their desired specifications to Limetec. This also allows Limetec to generate new leads for potential customers.

Screenshots from the configurator