Bona
Bona's Resilient Restoration: Breathing New Life Into Their Brand
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OVERVIEW:
Bona is a family-owned, sustainably-driven company that supplies products for installing, renovating, maintaining and restoring premium floors. Founded in 1919, Bona offers products and floor restorative services on a global scale for most premium floor surfaces including wood, tile, vinyl, resilient, rubber and laminate. Passionate about their vision, mission and promises, it is their foundation for doing business. Innovation, devotion and pride drives their commitment to innovate products that offer premium luxury quality with the latest technology and a promise of sustainability and performance with every initiative they take.
KEY ACHIEVMENTS
READ TIME:
8 Minutes (approx)
CLIENT:
Audiomack, LLC
INDUSTRY:
- Home Renovation
- Goods & Services
BASED OUT OF:
- Malmö, Sweden;
- Englewood, CO
PROJECT TYPE:
- Digital Marketing
- Web Design
MY ROLE(s):
- Brand Identity
- Campaign Storyboarding
- Creative Direction
- Digital Marketing Strategy
- Motion Graphics
- User Experience
- Video Editing
- Web Design
Brand Identity, Campaign Storyboarding, Creative Direction, Digital Marketing Strategy, Motion Graphics, User Experience, Video Editing, Web Design
Bona's website lacked the innovation of their products, was outdated and confusing to navigate, and bland.
DISCOVERY
Upon evaluating Bona's previous website, it became evident that the site lacked imagination and overall usability which impacted overall user experiences.
Despite Bona’s reputation as an industry leader, their website design fell short of captivating and engaging users. The site’s confusing navigation and lackluster appearance of the site left users unimpressed. Updating content on the CMS was overly complicated, leading to unintended front-end issues and an outdated display of the same overused components and wireframes.
To breathe new life into the Bona experience, we set out on a journey to redesign the website from the ground up. The revamp focused on incorporating vibrant colors and reimagined components that would reveal an engaging and immersive new experience. Streamlining navigation, enhancing user-friendliness, and implementing back-end improvements also featured prominently in this journey.
With a strong emphasis on new components and user interactivity, the redesigned website is poised to be the new forefront of Bona’s web strategy. The result is a compelling and visually stunning website that showcases the exceptional quality of Bona’s cutting-edge products. It re-establishes Bona as the leader in the industry and highlights its story in a whole new way, ultimately bringing its brand and products to life in an unforgettable experience.
The Bona Difference | 2023 Campaign | Video Editing and Campaign Visual Design credits by David Aaron. Copyright © Bona 2023
UX STRATEGY
Gathered information during discovery drove the immediate need to refresh, renew and revitalize Bona's website.
As design and strategy lead, I knew the most important aspect was to identify who the users are and then set a top goal: structure the site navigation in a way that would be intuitive for visitors to be able to find the information they’re looking for with minimal clicks. Since the site is mainly informational and serves to drive people at the top of the sales funnel deeper into the funnel, we knew browsing would be one of the top reasons people came to the site. We introduced a main CTA across the site driving people to the projects section where they could get detailed information about Bona’s products and view photos, guides, and videos of their products in action to inspire them to use in their homes.
Unfortunately, the existing strategy and architecture of the site did not lend itself to overall search-ability and user experiences. Users were having a very difficult time finding what they needed. By implementing a more advanced search function, allowing users to search by product number, keywords, or even in full sentences of what they want, I was able to create true composable content and curated results that provided quick access for users, building a new bridge between consumer wants and needs to the appropriate product. In short, by applying new user experience (UX) best practices and a new user interface design (UI), my team and I were able to give users a new advanced way of finding information, products, and services that made sense.
These new experiences were carried through their site and targeted user groups, from homeowners, facilities, and professional business units on a global scale, allowing for an overall new global brand web experience that supported user interests and hit targeted business goals.
Updated user experiences that were key to success
- • Revamped site architecture and sitemap to improve user experience and navigation.
- • Ensured proper WCAG 2.1 conformance regulations around accessibility were adhered to throughout every touch-point of digital media, including design and development.
- • Implemented new navigation and search components to enhance usability.
- • Incorporated geo device location functionality to help users find nearby retailers, services, and flooring professionals.
- • Developed a new UI and visual design that showcased elegant storytelling experiences for products and services.
- • Created unique mobile-ready experiences to cater to users on the go, providing easy access to product and service insights.
- • Integrated new conversion points aligned with business goals and user expectations, meeting their needs effectively.
DESIGN / BUILD
To bring Bona forward facing I would need to take the site back to its bones and recreate a fresh, modern, and simplified design.
As design and strategy lead, I knew the most important aspect was to identify who the users are and then set a top goal: structure the site navigation in a way that would be intuitive for visitors to be able to find the information they’re looking for with minimal clicks.
Since the site is mainly informational and serves to drive people at the top of the sales funnel deeper into the funnel, we knew browsing would be one of the top reasons people came to the site. We introduced a main CTA across the site driving people to the projects section where they could get detailed information of Bona’s products and view photos, guides and videos of their products in action in order to inspire them use in their homes.
Unfortunately, the existing strategy and architecture of the site did not lend itself to overall search-ability and user experiences. Users were having a very difficult time finding what they needed. By implementing a more advanced search function, allowing users to search by product number, keywords or even in full sentences of what they want, I was able to create true composable content and curated results and that provided quick access for users, building a new bridge between consumer wants and needs to the appropriate product. In short, by applying new user experience (UX) best practices and a new user interface design (UI), my team and I were able to give users a new advanced way of finding information, products and services that made sense.
These new experiences carried through their site and targeted user groups, from homeowner, facilities and professional business units on a global scale, allowing for overall new global brand web experience that actually supported user interests and hit targeted business goals.
2023 CAMPAIGN: THE BONA PET SYSTEM
Pawsitively Purrfect: Bona's Pet System campaign brings in moola and user engagements that soar the campaign to the top.
As a guy who simply just loves pets, when Bona came knocking with their newly updated pet system, I was determined to create a campaign that would not only increase sales but also educate customers on the benefits of using Bona’s pet products. With this new surge of creative ambition, I designed a creative campaign microsite targeted through digital marketing and paid media and produced creative campaign videos that showcased the effectiveness of Bona’s advanced pet formula. By introducing fun and vibrant creative, engaging content, and reapproaching how their campaigns target their consumer groups, the Bona Pet System campaign became one of their, outperforming all other active campaigns.
Bona, a Swedish floor care company offering premium cleaning solutions, engaged my team and I to help promote their newly revitalized Pet System. With this new product system in the queue, it was important to build an experience that not only built drew new brand and product awareness, but also that gained a increase in overall product sales. My task was to create an engaging video series to promote through digital marketing touch points and a dynamic landing page that would be targeted through different channels. Success would be measure by overall new organic traffic, user engagement, product new sales and over all product awareness.
The content strategy was designed to highlight sustainability, eco-friendliness, and pet safety which would spike interest and that resonated with Bona’s consumer base. By introducing and expanding on the consumer journey, the digital marketing targeting efforts significantly improved their brand reach and customer engagement.
Using a full 360 approach, I was able to combine highly targeted traffic drivers – including CPC, display, social and email – to send users to a dynamically content populated landing page, as shown above. In addition, users were then retargeted with educational companion pieces, written to attract and drive SEO traffic and further promote the campaign and overall product sales through retailers. Needless to say, but… nailed it.
2023 CAMPAIGN: THE BONA MICROFIBER MOP
Bonafide Versatility Unleashed: Bona's Microfiber Mop Campaign reimagines new user experiences for the win!
In 2023, Bona wanted to promote and expand on one of its underperforming products, the Bona Microfiber Mop. As Creative Director, Bona entrusted me with promoting the revamped Microfiber Mop and it’s incredible versatility. This was one of my favorite campaigns, because I was able to help revitalize a staple brand product and really help Bona push a new level of product awareness on a simple but versatile stick mop. My responsibility throughout the project was to manage and produce overall creative direction, web design and prototyping, digital marketing touch-points, and motion graphic creations for Bona’s Microfiber Mop campaign.
Bona entrusted our team with the task of promoting the revamped Microfiber Mop and its versatility. Our mission was to raise brand awareness, drive sales, and showcase the mop's effectiveness in handling different cleaning challenges. To achieve this, we conducted A/B testing to determine the most successful campaign variations. As Creative Director of the Bona Microfiber Mop campaign, my responsibilities included overseeing the creative direction, web design, digital marketing touch-points, and motion graphic creations.
The main goal of the Bona Microfiber Mop Campaign is to increase product sales, boost brand awareness, and engage users through digital marketing touch-points to drive more website traffic. This involves developing a digital marketing strategy, creating compelling content, and optimizing various channels to showcase the mop's versatility. Additionally, collaboration with the web design team is essential to enhance the user experience, and ongoing monitoring of campaign performance allows for adjustments to be made as needed.
To promote the versatility of Bona's Microfiber Mop and boost product sales, we implemented a comprehensive strategy using various tactics. First, I lead the ideation and creation of engaging video and animations animations that showcased the Microfiber Mop in action, demonstrating its effectiveness in tackling different cleaning challenges. These animations were incorporated into our targeted paid media campaigns and the campaign landing page, ensuring they reached the right audience who were actively seeking superior cleaning solutions.
In addition to digital marketing efforts, My team and I leveraged commercial advertising to reach a wider audience through TV and online platforms. By showcasing the Microfiber Mop's versatility and the convenience it brought to users' cleaning routines, we effectively generated brand awareness and increased product visibility.
We improved the web page design for the Microfiber Mop to make it more user-friendly and visually appealing. This update allowed visitors to easily explore the mop's features and options. By combining video animations, targeted ads, commercials, and the revamped web design, we effectively promoted the Microfiber Mop's versatility and successfully increased sales.
“David’s user centered approach, new creative direction and imagination has transformed our campaigns and brought Bona forward facing...”
Oscar Carleson
Senior Digital Brand Manager
PROJECT CONCLUSION
Bona's website redesign project has been a catalyst for transformative change.
With a strategic focus on enhancing user experience, digital storytelling, and site architecture, the results have been remarkable, including increased organic traffic and reduced bounce rates.
Noteworthy successes include the Pet System Campaign and the Microfiber Mop Campaign, captivating users with vibrant visuals and compelling storytelling. The campaigns showcased Bona’s commitment to pet-friendly environments and the versatility and superiority of their home cleaning products, resulting in heightened brand awareness and customer engagement.
As Bona prepares to unveil their redesigned website, they are poised to establish itself as the industry leader and elevate their brand’s story. With an interactive interface, streamlined navigation, and captivating campaigns, Bona is set to make a lasting impact on their customers and pave the way for a successful digital future. Although my involvement concluded before the full website launch, the new site development holds immense promise. The implemented upgrades have laid the foundation for an immersive, user-centric web experience.
CLIENT
BONA
industry:
- Home Renovation
- Goods & Services
ROLE/SERVICES PROVIDED
Brand Identity, Campaign Storyboarding, Creative Direction, Digital Marketing Strategy, Motion Graphics, User Experience, Video Editing, Web Design
WHAT'S NEXT?
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