Services
Digital
Sectors
Consumer & retail
Location
Hong Kong
Services
Digital
Sectors
Consumer & retail
Location
Hong Kong

Expressing design excellence through digital brand experience

As part of HNI, the second largest furniture manufacturer in the world, Lamex has the resources and capabilities to deliver excellence across three main categories — meeting, connecting and focus area workspaces.

With the existing website increasingly outdated, and a need to better understand target audience expectations, Sedgwick Richardson’s Hong Kong team was asked to deliver a new website to reflect the excellence of Lamex’s products and services.

The challenges and opportunities

1
1

Increase effectiveness of the site

This was more than just a visual enhancement. The new website needed to be a marketing sales platform.

2
2

Create more distinctive and relevant user experiences

As the website needed to cater for several user groups, we needed to create bespoke experiences.

3
3

Elevating Lamex’s brand proposition

To position the brand for the future we needed to communicate the brand proposition “Creating designed workspaces for all”.

Brand expression

As a pioneer in design, manufacturing, and distribution of workspace solutions, Lamex is a trusted partner in creating workspace environments that are stimulating, productive, and satisfying.

Supporting the brand proposition of ‘Creating designed workspaces for all’ the design and visual tone of the website aim to portray a brand personality that is contemporary, lively and approachable.

Design Approach

Our design approach was inspired by distinctive Lamex product design features, such as their rounded corners, particular angles and perspectives. We also provided more depth to the designs by creating layers in graphic design and typography, which combined add an additional level of sophistication to the site.

Landing page

The new ‘homepage’ is functional and engaging. It allows users to select the purpose of a space (work, private, meeting, learning or collaborative) and to view inspiring environments containing relevant products.

Help users discover the product excellence of the brand

Clear and logical filtering system makes the experience of product search easy and intuitive. The design of the search function lets users focus on one task without unnecessary distraction. The navigation is well-structured by categorising the products based on environment and purposes in a simple and clear way.

Providing sources of inspiration for designers in a visually compelling way

Content presentation

The needs vary across different user groups who look for different types of content in the website. The clear presentation of a wide range of content types via tabs allows information to be found easily, saving valuable workflow time.

Digital design system and UI toolkit

In the design system, the typography, visual style and UI components are well defined and documented.
This allows the brand personality to be reflected with consistent tone and visual style across 
the website and digital channels. 
It also means the website development is scalable 
and sustainable.

Success metrics

Since launching the website the avg. bounce rate of the site has decreased by 20% indicating the new navigation system as being more efficient and user friendly.

Based on rigorous stakeholder research, Sedgwick Richardson provided detailed recommendations to create a pleasing user experience. The new website design not only looks good, it reflects the Lamex brand and supports our sales performance.

Owen Shiu
Assistant Marketing Manager
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