PCL

PCL has been innovating its processes with leading edge technology while transforming the construction industry at large. However, the website did not properly reflect that unique story. Legacy systems, rigid technology architecture, and an outdated content strategy presented an opportunity to optimize the experience for prospective customers and talent candidates.

This was especially true when it came to showcasing the full scale of PCL’s expertise. PCL’s strength is in their depth and breadth of experience and capabilities across multiple sectors. Yet, this complexity presented a unique discovery challenge; customers weren’t able to identify key capabilities that were requirements for their projects.

Through our collaborative design thinking process, our teams identified PCL’s key personas and the critical pain points they experienced while searching for project requirement information. This data revealed essential insights that informed the creation of optimal user journeys validated through user testing.

As a result, Konrad created a new information architecture and brought it to life in a new global navigation. This structure facilitates frictionless journeys, which are supported by rich storytelling, compelling imagery, and bold graphic elements.

Competitive analysis revealed an opportunity for PCL to differentiate themselves with experience design. The experience unfolds in unexpected ways with the addition of motion design and easy-to-navigate components. Konrad collaborated with PCL to identify and optimize detailed customer journeys that informed the creation of a refined website experience, optimized for conversion.

Konrad unlocked multi-site management through Adobe Experience Manager (AEM) as a Cloud Service, which gave the PCL marketing team the ability to create regionally specific versions of the site. These versions feature the unique home pages, locations, case studies, and service offerings tailored to those markets. This simplified workflow provides authors with a custom library of over 50 intuitive components and page templates that enable the publishing of new content in hours rather than days or weeks.

The redesigned website features an easy-to-use navigation that eliminates confusion among core users. PCL can now leverage the capabilities of AEM’s content management system for regional customization and tailored storytelling.

According to the PCL Digital Marketing Team, “Konrad really accelerated our digital marketing strategy and delivered key insights on creating personalized experiences that utilize our components in a creative way to convey this innovative organization to our clients.”