Positively disrupting the European rail freight
The challenge
In collaboration with European Loc Pool (ELP), a leader in eco-friendly rail freight solutions, we launched a project to redesign and upgrade their corporate website. This project was particularly significant as it aligns with our ongoing commitment to sustainability and innovation. ELP is at the forefront of environmentally responsible transportation, with a fleet of hybrid locomotives that reduce emissions and energy consumption across Europe’s rail network.
The project aimed to elevate ELP’s online presence ahead of the InnoTrans 2024 event, ensuring their website was future-proof, industry-leading, and optimized for performance.
ELP required a major update to its corporate website in preparation for InnoTrans 2024. The existing website needed to be modernized with improved user experience (UX), search engine optimization (SEO), and performance enhancements. Additionally, the project involved migrating content from the old website, integrating third-party tools, and ensuring the platform supported ELP’s goals of increasing lead generation, improving conversion rates, and creating an impactful presence in the industry. The challenge was to build a website that catered to international, multi-stakeholder audiences while also optimizing for search engines and artificial intelligence tools.
Our solution
We approached the project in strategic phases, each designed to deliver a future-proof, high-performance solution:
Data gathering and requirement analysis:
- Conducted workshops with ELP stakeholders to gather requirements and insights.
- Reviewed existing content, website architecture, and plugins.
- Developed project timelines and ensured all stakeholders’ needs were addressed.
Design & UX development
- Created intuitive user flows and wireframes to design a user-friendly platform.
- Developed UX/UI prototypes to visualize a modern, knowledge-centric website.
- Considered international user requirements to ensure a seamless experience for diverse audiences.
Platform development & integrations
- Built the Minimum Lovable Product (MLP) using the latest UX/UI design principles.
- Integrated third-party tools and performance plugins to enhance SEO and website speed.
- Set up hosting and infrastructure, ensuring scalability and efficiency.
Testing, Migration & Launch
- Conducted extensive acceptance testing and migrated old URLs to preserve SEO rankings.
- Phased out the old website and provided staff training to ensure smooth adoption.
- Supported the go-to-market strategy for a successful launch at InnoTrans 2024.
Key Features
360-Degree virtual locomotive experience
- A fully immersive experience, allowing users to virtually explore the inside of a locomotive cab. This experience is particularly useful for trade shows and presentations, offering potential clients a 360-degree view of the cockpit with clickable elements providing more information on controls and features.
Custom GPTs and Chatbots
- To enhance user interaction, we created three custom GPT models for ELP’s locomotives and leasing services. Additionally, a custom chatbot trained on FAQs and customer support functions was implemented, providing instant responses and guiding leads to the right contacts for further inquiries.
Results
The redesigned ELP website achieved several key objectives:
- Enhanced user experience: The new platform is modern, intuitive, and easy to use, ensuring a seamless experience for international users and stakeholders.
- Improved lead generation: With SEO optimization and an engaging virtual experience, the site significantly increased its ability to generate and convert leads.
- Scalable, future-proof platform: The updated infrastructure and hosting ensure long-term performance, scalability, and the ability to integrate new technologies.
- Effective customer support: The custom chatbot provided a significant boost in user interaction, resolving common inquiries and guiding prospects to the appropriate support channels.
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