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Trope Collaborative
A human-centered design consultancy that collaborates with clients & users to be more focused, adaptive & competitive.

Solving/
WW Grainger Safety Manager

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Opportunity

WW Grainger is one of the largest facility supply and maintenance companies in the world. Their website is highly used by contractors of all types and sizes. Trope Collaborative was working on the redesign of grainger.com and identified a problem with product safety icons that were getting lost in all the page content. These icons have very specific meaning and important governmental compliance information, sustainability, product information and product functional information. The icons that had been developed over time were not done as a system.
Who would search for Safety Manager There are many ways to search for WW Grainger products and services. We identified ways to optimize search engines to go to Safety Manager and to have reciprocal cross linking from grainger.com and g.com directl

Who would search for Safety Manager
There are many ways to search for WW Grainger products and services. We identified ways to optimize search engines to go to Safety Manager and to have reciprocal cross linking from grainger.com and g.com directly to Safety Manager

Different Safety Manager stakeholders It was decided that different WW Grainger stakeholders would sell Safety Manager to their markets and to determine their sales relationships to each others in relation to customer service

Different Safety Manager stakeholders
It was decided that different WW Grainger stakeholders would sell Safety Manager to their markets and to determine their sales relationships to each others in relation to customer service

Internet Property Navigation Flows There had to be clarity on WW Grainger websites and general searches where Safety Manager would be mentioned and how to drive web traffic to the Safety Manager landing page.

Internet Property Navigation Flows
There had to be clarity on WW Grainger websites and general searches where Safety Manager would be mentioned and how to drive web traffic to the Safety Manager landing page.

Safety Manager Proposed 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.

Safety Manager Proposed 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.

Safety Manager Wireframe Working with WW Grainger marketing, four templates were created that contained content, features, and functions with hover or mouse down show/hide fields supported by clear calls to action.

Safety Manager Wireframe
Working with WW Grainger marketing, four templates were created that contained content, features, and functions with hover or mouse down show/hide fields supported by clear calls to action.

Search and Navigation 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.

Search and Navigation
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.

Methods & Practices

We audited the existing icons and worked with a visual designer to harmonize the visual structure of the icons to make them look as part of a family of icons and that they were visually distinct from other page elements. We also met with legal counsel to review the icons and their content (which had not been done before) to make sure our recommendations would pass legal requirements. We identified a need to provide contractors with an overview of what icons meant at any point in the shopping process with proper roll-over states and important internal and external links for more information.

Impact & Outcome

The recommendations were implemented and the feedback from both contractors and WW Grainger support was very positive as it reduced the number of calls to support on product compliance issues.