Door to Door, a leading removals company in the US, would not immediately come to mind as the type of company with a creative brand identity. But that is exactly what the company needed. Moving house is stressful and personal, you need a friendly face that you trust to help. The brief for Door to Door was to help turn what was an old fashioned brand into one that was friendly, fun and, ultimately, different from any other rival. This would then be translated across responsive website designs, the online quotation process and website landing pages for targeted advertising.
How we listened and learned
The first step was to get to know the company, its customer base, its products and competitors. We conducted extensive market research with particular focus on the step-by-step quotation and purchasing process on rival websites. We used heat mapping and analytics tools to measure and analyse how customers used the website and where best to place call to action buttons. We then broke down every type of customer from suburban families to army cadets needing to move base and created our designs accordingly.
How we collaborated and created
Our first task was to completely revamp the Door to Door brand and help it truly stand out from its competitors. Oi achieved this with a complete new look for the Door to Door brand, including a bespoke, illustrated suite of characters which brought to life the company’s key target markets. The characters were especially successful and we were commissioned to make a series of tailored videos for use on the website and social media, helping to explain how Door to Door worked and the benefits of using them. For example, in one video showed mother ‘Jenny’ in a quandary as to what type of removals company she should use – friendly Door to Door employee ‘Brad’ is on hand to help. There was even a team of ‘baddies.’ The quote process was also implemented with a similar brand feel - the loading and processing symbol was the Door to Door dog wagging his tail! Gathering together our extensive research, designers, UX experts and developers we set about creating a friendly brand and crystal clear quote process.
How we evaluated and evolved
This project required consistent communication between the Oi Guernsey office and Door to Door’s head office in Seattle. Working together, we watched the website analytics to test different button colours, image locations and access to the quote process to continually improve conversion rates and bookings. We even revamped the quote process so the first step auto-opened on the homepage. Continued customer researched also showed that more enquires were coming from couples living in cities and not traditional family home moves in the suburbs - we created a whole new suite of characters and collateral to fit with this market, swapping the rolling hills for an urban environment, so that content was continually optimised to target customers.