ASHI Group Limited

What We Did

Ascensor opted for a two-phase development methodology, starting with a customer-led design process.

We reviewed Safestyle’s existing architecture, environments, CMS core, backend CRM platform plugins and custom scripts, and conducted a full review of competitor sites to determine current market activity. 

We used Ascensor Advantage, our proprietary software and in-house tool, to discover customer pain points and highlight any friction during the onboarding journey; mapping and benchmarking against competitors to get a clear view of the customer experience. Joining relevant forums and listening in on social media, we were able to discover the underlying reasons why potential customers had opted for competitors.

Understanding this allowed us to improve the fundamental user experience. Following UX design workshops and focus groups, we took on board Safestyle’s likes and dislikes of their current website and provided fresh recommendations for the sitemap, functionality and appearance.

Ascensor’s UX team then developed wireframes, taking into account both client requirements and our own extensive customer journey mapping to form the foundations of the bespoke build. After the wireframes and our design ideas were agreed, the project moved on to the development phase.  

The new site is a Single Page Application (SPA) built for performance and underpinned by Craft CMS, which provides a flexible and customisable environment. This allowed us to create a tailored solution to match the project’s specific requirements. As well as being secure, our solution was designed to handle high traffic and deliver fast loading time. The site’s visual styling has been refreshed, and every part of the new design was extensively split-tested. We overhauled and enhanced an interactive selector tool to allow customers to more accurately see what their new windows and doors could look like on a variety of property styles.

The improvements were fully cross-browser tested for compliance across all current devices, operating systems and browser combinations.

Ascensor’s development team handled the content migration, set-up, testing and deployment, and our data science experts worked closely on the migration from Universal Analytics to GA4 to better monitor site activity. After the initial project and subsequent acquisition, ASHI then set a tight deadline of four weeks to integrate the site into their back-office systems and go live. We were up to the task, our project team of seven worked every available hour to make this happen, on time, right before the Christmas holidays and the start of the busy season.

The Results

We delivered a conversion-focused website redesign that immediately improved user experience, boosting sales, online visibility and customer satisfaction.

The site gives ASHI's newly-acquired Safestyle brand a more secure, simplified CMS, updated styling and a crucial touchpoint in the customer lifecycle for building trust and illustrating Safestyle’s USPs in a highly competitive market.

The site was completed on time and on budget and has increased conversions over the original Safestyle site by over 20%, which for a high-traffic, high lead-generating site is huge.

Following the successful deployment, Ascensor are now providing ongoing technical support to ASHI Group Limited and further development work.