Fletcher Boland

Representative Work

Bechtel: Building a Human Connection for an Engineering Giant

Bechtel sought a new web platform to reinforce their corporate communications efforts to emphasize the human side of what they do and their significant efforts towards sustainability, stewardship and community service.

We faced this challenge with unrelenting internal pressure from a company that at its core is engineering focused with an obsession over magnificent structures. The new site also had to be launched on an extremely short time line.

The solution was to develop a tool to create a visual story around each mega project that balanced the presentation of exciting engineering feats with the people who built them and the project's community benefits. With our strategy of building a library of flexible visual components, Bechtel used their new content management tools to integrate photography, videos, statistics and quotes into compelling narratives.

Leveraging this new engaging content to reinforce the positive change, Bechtel achieved a site that supports the alignment of public perception with their efforts.

Role: Website Strategy Project Management Led Design + Development Teams

FirstMerit Bank: Validate a User Friendly Design for a $15 Billion Regional Bank

Committed to putting customers first with responsive and personal service, FirstMerit presented the challenge of bringing this commitment online.

To ensure that widely differing audience types could easily accomplish high business impacting tasks such as opening checking accounts or opening commercial lines of credit, it was critical to eliminate any barriers to these processes.

Key user stories were tested on site with members of each audience type. This occurred in several rounds both during the wireframe stage and again with a full visual prototype.

To ensure that the site development and implementation did not impact usability, eyetracking usability tests were performed on the beta site. A detailed analysis of the usability findings was provided at each stage.

Role: Usability Testing Eyetracking Data Analysis Website Strategy Project Management Led Design + Development Teams

Unitrends: Optimizing Conversion Performance in Ultra Competitive B2B Backup Technology Space

Competing in a very crowded market, Unitrends needed a very aggressive marketing site that would work hard for them to increase lead generation and hard conversions.

Through consulting with their marketing team on an ambitous program of enhancements and refinements, we increased web lead generation by 60% and achieved 120% more trial product downloads. The gains were realized by defining a set of key performance indicators (KPI's) and constantly measuring and testing enhancements against them. By continuously improving the user experience, visual design, calls to action and the content available to users, we were able to support tremendous growth through the site.

Scope: Lead Generation Analytics User Experience Design Search Optimization