Trope Collaborative
Starting Point
WW Grainger, the leader in maintenance, repair and operating supplies for over 90 years desired to develop higher value and complementary services. They wanted to leverage their experience with safety products by creating a safety service to help company safety administrators audit, comply, train and research safety issues in relation to state and federal OSHA regulations.

Exploration
Trope worked with Grainger brand acquisitions to integrate a safety compliance company and their software-as-a-service (SAAS) with key positioning and service naming to help sales forces and prospects understand the value proposition of SafetyManager. Collaborating with marketing, user-experience, search engine optimization, legal, customer service, searchandizing and related areas, SafetyManager took shape from a brand and operational perspective.

Solution
SafetyManager was launched with a clear value proposition, service names and digital properties on grainger.com and a login portal for safety customers to access the SAAS tool.
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Navigation pattern thumbnail SiteMap thumbnail Process thumbnail Wireframe thumbnail
click to enlarge image
Navigational chart of search and arrival patterns for SafetyManager
1 | Search and Navigation
     Pattern
There were several ways for users to search and navigate to SafetyManager. Natural language query was matched with doorway pages to lead users to the internal landing page.
SiteMap diagram for SafetyManager
2 | SiteMap
SafetyManager was a microsite within grainger.com. There were other web properties that had to be connected such as a trial site, a separate login url and doorways back to the landing page.
Process Flow diagram for SafetyManager
3 | Process Flows
Due to the nature that users could navigate to SafetyManager several ways, Trope created process flows to show click-throughs and options for users to learn, trial and convert.
Wireframe diagram for SafetyManager
4 | Wireframe
Working with Grainger marketing, four templates were created that contained content, features and functions for SafetyManager. Clear calls to action and show/hide fields allowed content to stay above the fold.
Landing Page thumbnail
Completed SafetyManager landing page
5 | Completed Landing
     Page
Based on discussions with stakeholders, the final landing page was integrated into the existing branded environment and technologies. The site was unique for its comprehensive content and clear navigation.
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Search and Navigation Diagram.

Planning and Strategy
WW Grainger
There were several ways for users to search and navigate to SafetyManager. Natural language query was matched with doorway pages to lead users to the internal landing page.
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Sitemap Diagram.

Planning and Strategy
WW Grainger
SafetyManager was a microsite within grainger.com. There were other web properties that had to be connected such as a trial site, a separate login url and doorways back to the landing page.
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Process Flow Diagram.

Planning and Strategy
WW Grainger
Due to the nature that users could navigate to SafetyManager several ways, Trope created process flows to show click-throughs and options for users to learn, trial and convert.
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Wireframe.

Planning and Strategy
WW Grainger
Working with Grainger marketing, four templates were created that contained content, features and functions for SafetyManager. Clear calls to action and show/hide fields allowed content to stay above the fold.
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Landing Page.

Planning and Strategy
WW Grainger
Based on discussions with stakeholders, the final landing page was integrated into the existing branded environment and technologies. The site was unique for its comprehensive content and clear navigation.