After being in business for more than 20 years, FMC felt the time was right to change the look of their website. The switch was from a text heavy site with sprawling pages to a sleek, image-centric site that was optimized for mobile use. This proved that FMC was ready to embrace the needs of their users, who are using their phones more and more to find and register for training classes.
One thing that immediately stood out to us in the old web page was the text-heavy presentation that might have been a bit overwhelming for site users. All of the information was there, but it was a bit of a challenge for users to find out where exactly those things they wanted were hiding. The first step was to streamline the presentation into a more visual experience with a new condensed funnel that allowed for ease of access to any desired training course or to learn about other benefits. Once users find out where they need to go, FMC’s classes practically sell themselves!
One of the biggest issues with the previous FMC website, was that it was almost impossible to book classes on the Phone. With the consumer market changing the way that they shop, FMC needed to quickly reimagine the sales funnel. With a redesigned search-and-find course display, FMC's UX and mobile sales skyrocketed with the reimagined site design.
Having experience with much of the software for which FMC provides courses, we know firsthand about the value they can bring with their trainings. It’s all just a matter of helping people find them. They needed to take a step away from the outdated design and help people sort through all the available offerings in as simple a way as possible. The path forward was clear to us immediately: so long to the open ended browse, and hello to directed search! This idea led to the simple interface that you see when you first arrive so there is no confusion about how you can find exactly what you need.