Leggett & Platt Logistics

Using peer benchmarks to adapt and modernize

Using peer benchmarks to adapt and modernize

Using peer benchmarks to adapt and modernize

Leggett & Platt Corporate

Leggett & Platt Logistics

Leggett & Platt Logistics


As a new team took over on the client side, they wanted to see their site content updated, but also take the opportunity to add functionality that they had seen used effectively by their peers and competitors.

As a new team took over on the client side, they wanted to see their site content updated, but also take the opportunity to add functionality that they had seen used effectively by their peers and competitors.

The Overview

The site as it sat before project start.

The site as it sat before project start.

An example from a competitor of casual voice copy vs bullet points.

My Role

I was the sole visual designer and visual UX designer, and worked with the UX developer along with an Agile team of two back-end developers and a project manager under the supervision of our web team manager. I was responsible for the visual direction of the site, branding, producing any assets needed, and working with the development team on synthesis. I worked with our project manager in communicating directly with the client.

An example from a competitor of casual voice

copy vs bullet points.

Coming to a Solution

Coming to a Solution

In doing research on competitor sites, I saw not only the features that were requested from the client, but also several other features that could bring their site up to match and exceed their peers. We discussed these features with the client, who provided information on how best to adapt these ideas to their goals and sourced or created assets to complement the new copy and features.

Challenges

Leggett & Platt is a very large company with over 19,000 employees and business interests in multiple fields. Our biggest challenge was to effectively represent the hierarchy that existed internally in the company to outsiders or potential customers, as well as providing useful functionality for existing employees and partners. Working with the L&P management team, we iterated through several ideas about divisional hierarchy before ending on what exists currently.

Leggett & Platt is a very large company with over 19,000 employees and business interests in multiple fields. Our biggest challenge was to effectively represent the hierarchy that existed internally in the company to outsiders or potential customers, as well as providing useful functionality for existing employees and partners. Working with the L&P management team, we iterated through several ideas about divisional hierarchy before ending on what exists currently.


The client expressed to us that drivers were seemingly not being enticed to apply or request information, despite things like benefits and pay being comparable to peer sites. Our solution enhanced the visual appeal of the site with better imagery and additional videos featuring things like testimonials and interviews. We added copy that was more conversational and descriptive in place of bulleted lists. We also reorganized the categories of the site to better reflect the client’s revised hierarchy of informational priority.

The client expressed to us that drivers were seemingly not being enticed to apply or request information, despite things like benefits and pay being comparable to peer sites. Our solution enhanced the visual appeal of the site with better imagery and additional videos featuring things like testimonials and interviews. We added copy that was more conversational and descriptive in place of bulleted lists. We also reorganized the categories of the site to better reflect the client’s revised hierarchy of informational priority.

Though the site is still very fresh and we won’t be able to see meaningful analytics for some time, the client was very satisfied with the new look and feel of the site, as well as our solutions to their requests. Their site functionality now is on par or better than their peers, and set up to expand as needed iteratively.

Achievements

The final state of the homepage.

The final state of the homepage.

Through our client interactions with this project, I learned to challenge the push by the client to prioritize a visual facelift. When we discussed the actual issues at work, it became clear that the issue went deeper than refreshing images or color choices and became more about rethinking the site structure and functionality.

Lessons

Through our client interactions with this project, I learned to challenge the push by the client to prioritize a visual facelift. When we discussed the actual issues at work, it became clear that the issue went deeper than refreshing images or color choices and became more about rethinking the site structure and functionality.

Through our client interactions with this project, I learned to challenge the push by the client to prioritize a visual facelift. When we discussed the actual issues at work, it became clear that the issue went deeper than refreshing images or color choices and became more about rethinking the site structure and functionality.