We’re excited to announce improvements to our website: https://onekey.milwaukeetool.com
Over the past several months, our team has come together to improve how we communicate our app and connected products.
Working closely with our brand marketing team, the goal was to deliver more structured, comprehensible messaging priorities, while also improving the overall design, architecture, and performance of the website.
We’ll cover the enhancements of this design refresh here and provide context into our rationale for making the changes.
What’s Inside:
User-Centered Design
We enlisted the support of a User Experience (UX) Designer and Strategist to help iterate our website and are eager to continue to work alongside this individual, testing and making incremental improvements to our website as more users like you have the opportunity to interact with the site.
"Fundamental to our redesign was understanding our users and organizing information in conventional formats," says Senior UX Designer Dave Duhl-Coughlin. "This helps users scan and retain information better, and helps us collect and leverage data about our user's experience more effectively."
If you’re familiar with user experience (UX) practices, we’ve previously incorporated a UX research definition into a previous article about one of our UX researchers. To reiterate: “User experience research seeks to uncover and fully understand users’ needs, desires, as well as the unique challenges they encounter while using a product.”
In this case, we wanted to know what could be improved about the One-Key marketing website: The strengths the website had and (more importantly) the weaknesses the website had, any points that led users to scratch their heads.
Users Gave Us Great Feedback on Where We Could Start Our Improvements
As the result of the previous website messaging, users who partook in our usability tests formed misconceptions about our product, such as:
- A misunderstanding about Bluetooth® tracking and how it works. That is, many users who partook in our usability tests had the false impression One-Key (particularly One-Key compatible tools, TICK™s, and Bluetooth Tracking Tags) used global position system (GPS) tracking.
- A misunderstanding about whether or not the app cost anything. To be clear, One-Key remains a free app!
- Not having a clear understanding about the One-Key platform and its collective features.
Equipped with this feedback, we went back to the drawing board to figure out a better layout of information that is more digestible, less frothy, and boiled down to the essentials, to deliver a clearer message that gives a new user everything they need to know about what One-Key is (and nothing they don’t).
Improved Homepage with Restructured Layout
Refreshing the homepage was a massive undertaking.
To make sure you don’t get lost along the way, here’s what we’ll speak to in this section:
Updated Header, Opening Paragraph, and Streamlined Design
We started at the homepage, calling back to an old favorite “Customize. Track. Manage.” headline that describes, simply, what you can do with One-Key—and we’ve boiled down the lead paragraph to explaining what One-Key is in broad strokes, as well as key features.
- What it is? A connectivity platform for jobsite management.
- What features does it have? 1) A free, fully customizable app that offers compatibility on connected Milwaukee® smart tools for greater control, 2) A Bluetooth® tracking network, the largest in the industry, that helps connect jobsites, as well as the people and equipment at those jobsites.
Visual Elements Reinforce a Simple Message
To reinforce the newfound simplicity of messaging, we’ve added some key visual cues:
- We’ve added an animation to visually reinforce Bluetooth connectivity.
- We’ve added One-Key inventory screens both on desktop and mobile devices to do two things: 1) Unlike generic illustrations, these real app screens demonstrate what the product actually looks like (what prospective users can expect to see), and 2) they also reinforce the cloud-based, full accessibility of the One-Key product, which can be accessed across all your devices (on web, on iPads, as well as Android and iOS smartphones).
- We’ve added App Store and Google Play download buttons to the top of the page (previously buried at the bottom in the footer) to immediately communicate to prospective users that One-Key, indeed, is a free app that can be downloaded and used across all their devices.
Below the Fold: Executive Summary
Below what immediately appears on a user’s screen, we’ve reorganized the page layout to cogently prioritize the high-level information a user needs to understand about the One-Key product.
- One-Key Product Overview Video: We’ve incorporated the original One-Key product overview video for those who prefer learning about the product visually.
- Trusted by Industry Leaders: We’ve moved up our “Trusted by Industry Leader” section of our webpage, which previously appeared lower on the page, to prioritize our strong industry reputation.
- Executive Summary: Next, we’ve incorporated a high-level executive summary (think of this like you’d expect a 5-paragraph essay to incorporate in its introduction what is to be discussed, so there’s no disconnect). This section represents how we’ve moved to message the app to end users at a high-level. That is, at a high-level, the One-Key app represents 4 categories: 1) Our connected smart tools (that can be managed and, in some cases, customized); 2) our tool tracking hardware and software; 3) the accessibility of our platform (access anywhere), an free app that can be used on web, iPads, as well as Android and iOS smartphones; and 4) data and integrations, Milwaukee Tool’s commitment to leading the industry in data management by leveraging industry partnerships, integrations, leading-edge pilot programs, and more.
- Below what immediately appears on a user’s screen, we’ve reorganized the page layout to cogently prioritize the high-level information a user needs to understand about the One-Key product.