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West Fraser
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West Fraser is the global leader in diversified wood products, crafting sustainable solutions from forests across North America and Europe.
Seeing the UX for the trees
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Our objective was to refresh West Fraser’s website by trimming the excess and planting a user-friendly experience. We streamlined navigation, optimized SEO, and ensured accessibility—combining multiple websites into a single digital presence set to grow.
Strategic Content and Information Architecture
We embarked on a journey to transform West Fraser's online presence, guided by our core principles of clarity, action, and purpose. Our first step was to conduct a thorough analysis of the existing website, identifying pain points and opportunities for improvement. We delved deep into the needs of West Fraser's diverse audiences, understanding their online behaviours and information requirements.Armed with these insights, we crafted a comprehensive strategy to revitalize the website's architecture, content, and design. Our approach centred on simplifying the navigation structure, making it intuitive and user-friendly for all audiences. We also prioritized enhancing the site's SEO, ensuring West Fraser's online visibility and reach were maximized. Finally, we implemented accessibility best practices, making the website inclusive and welcoming to everyone.Based on our findings, we developed a new information architecture that prioritized clarity and ease of use. We reorganized the site's content, simplified navigation, and implemented a user-friendly search function.
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A User-Friendly Information Architecture
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The result was a digital platform that truly reflected West Fraser's stature as an industry leader. The revamped website provided a seamless and engaging experience for all users, regardless of their needs or technical abilities. The simplified navigation structure made it easy for visitors to find the information they sought, while the enhanced SEO boosted the site's visibility and organic traffic.
By prioritizing accessibility, we ensured that the website was inclusive and welcoming to everyone, reinforcing West Fraser's commitment to diversity and community engagement. The transformed online presence not only strengthened West Fraser's brand image but also provided a robust platform for future growth and innovation.
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What drives our success
At the heart of our company lies a commitment to integrity, innovation, and collaboration. These values guide our decisions and shape our culture.
Connect
We build trust through genuine human connection.
Align
We own outcomes completely. Your goals become ours.
Propel
We explore widely, then lead with clear conviction.