The Bashlin team knew that a company’s website is important for first impressions when attracting new customers, as well as being user friendly to retain existing customers. Their site was functional, but had been developed using a platform that would be obsolete and no longer provide technical support. It needed to be updated in its design and ability to be mobile responsive. If not addressed, these issues would lead to lower sales conversions, weaker brand favorability, slower inventory updates, and less convenient support service. In addition, their online catalog of products included a significant number of SKUs that required revisions and updated photographs and descriptions as they desired a convenient shopping cart for customers to make purchases. While the company has internal staff who monitor quality and make content changes, they were unsure if the site needed a complete renovation. They requested assistance from NWIRC to identify requirements and resources towards having a more appealing and effective website.
