Contactless consulting turns dreams into reality
Facq is a famous Belgian family business and one of the market leaders in sanitaryware, heating and plumbing supplies. When it needed to update its website and find new ways to replicate the real life showroom experience, Emakina stepped up to the challenge. The result: a very happy client and a new way to generate quality leads.
The pandemic has forever changed how people shop – including how they plan and execute home renovations. Facq not only wanted a new website to be beautiful to look at and easy to navigate but also needed a new way for customers to have a pleasant virtual consulting experience. Emakina was briefed to help Facq streamline the process from browsing to buying to installation as much as possible – while keeping customers safe and feeling supported every step of the way. If done successfully, the website would also generate lots of new sales leads.
Emakina's insights team first got to work by delving deeper into what users want from a buying experience. Through focus groups, we discovered a wide range of customer desires. A site visitor might be a homeowner doing a kitchen or bathroom makeover, a landlord looking to upgrade radiators, or a decorator designing a new smart home. Therefore, the User Agency worked closely with Facq to review product categories and present them in a more inspirational way.
We also created buyer personas and customised user journeys. Now, when users land on the homepage, they can quickly navigate products and inspiration by room (bathroom or kitchen), heating or ‘green’ requirement. Alternatively, they can discover more about Facq’s cutting edge solutions for smart or eco-friendly homes, from rainwater harvesting and water treatment to renewable energy sources like solar power.
Using Emakina’s agile methodology – a flexible and customer-oriented approach – we crafted new user journeys that cover all of Facq’s products and services. Design sprints were carried out in short bursts, going from creative execution to development and testing in days.
The initial browsing stage is made fun and inspiring with pages full of the latest trends and tips for every piece of sanitaryware or accessories. Favourite products can be added to a wish list (without the need to share personal information). Once a customer is ready to proceed, they can book a virtual or real-life appointment.
The website’s new appointment booking feature replicates Facq’s renowned customer service. The booking wizard gathers all their details (floor plan, measurements, product choices, etc) and puts them in direct contact with a sales expert to guide them on budget and technical details.
Emakina collaborated closely with Facq to set a new benchmark in B2C renovation inspiration online. The final result is something both the client and the Emakina team are very proud of, especially considering the challenges of remote working (with a development team based in Poland). Emakina will continue to work with Facq to innovate and enhance its platform, helping it stand out as one of the market leaders in Belgium.