Case Study

International Lubricants, Inc. (ILI) is a world leader in the research, development and manufacture of high-performance lubricants and related products for the industrial, automotive, marine and agricultural industries, as well as chemicals for cosmetics and pharmaceuticals.

First impressions are everything on the web and theirs was bland at best. The Home page was not welcoming, not particularly attractive nor user-friendly. Their Automotive Division index page consisted only of a photo of their products with no explanation of what the visitor should do to find what they were looking for. If they didn't lose potential customers at the Home page, they were losing them here.

Ease of use is basic and essential to any website. The visitor should be presented with a clear path to what they may be looking for and a gentle nudge toward the point of sale.

The first order of business was to clear out the elements of the Home page that served no purpose and to populate the page with useful information. The home page consisted only of images and catch-phrases that may have been attractive to some viewers but were not useful. ILI's online mission is to provide products, not to entertain. So most of the Home Page was cleared of the superfluous images and replaced with down-to-business information and direct links to the product divisions.

ILI's diversity and prominance in their industries are impressive, so we added an introductory paragraph to briefly introduce the visitor to ILI, with immediate links to their product divisions for visitor convenience. Next, their product divisions were expanded, listed plainly and attractively, with appropriate links to the Division Index pages.

At the Automotive Division Index page, the visitor again finds a well-organized list of product categories nested within a new and exciting visual atmosphere. The visitor is now given a clear and obvious path to product information and the point of sale.

Upon arrival the visitor is met with a light, welcoming page that is strongly branded, informative and very useful. Navigation is clear and easily understood. At first glance the visitor knows what ILI is all about and what they can offer their visitors. The Automotive Division can now be easily navigated.

International Lubricants, Inc.