Holophane

About the project

Holophane Ltd, part of the global Acuity Brands, is one of the UK’s leading manufacturers of luminaires providing high quality lighting solutions for private development and public projects.

Founded in London in 1898, they’re famous for combining high quality production with superior style values to produce pieces for iconic venues. A key feature of their product range was it’s size, over 117 products across 11 categories with 1000s of variations for each one.  This complexity meant that customers were often left unable to find the information they needed to make a decision, resulting in some users moving over to competitors who offered a better online experience.

The Challenge

The challenge was clear: Holophane needed to transform their online presence to better serve their diverse customer base. We needed to determine exactly what their users wanted from the website and whether the solution involved building a super-fast, database-driven platform that could deliver comprehensive product information, technical data, images, installation guides, photometry data, and application advice.

To get to the heart of the matter, we profiled the three primary decision-makers—Lighting Designers, Electrical Consultants, and Specifiers. Each group had distinct needs and expectations from the site, presenting a unique challenge in how to cater to all effectively.

Our Solution

We began by developing a lightweight yet robust framework designed to deliver product information at lightning speed. This was paired with an intuitive User Interface (UI) that made navigating the vast product catalogue simple and efficient. In fact, users could access over 90% of the product catalogue within just a few clicks from the homepage.

To further enhance the user experience, we created tailored customer journeys for each of the three key personas:

• Lighting Designers: We ensured that they could easily access installation images and photometry data, enabling them to build accurate visual representations for their clients. This feature allowed them to showcase the products’ aesthetic and functional benefits, aligning with their creative and technical needs.
• Electrical Consultants: For this group, speed and accuracy were paramount. We provided near-instant access to technical data and relevant case studies, helping them to quickly assess product specifications and build confidence in their selections.
• Specifiers: We introduced tools that allowed Specifiers to directly compare products and access a clear call-to-action (CTA) for alternative specifications that could be matched to their exact requirements. This made it easier for them to make informed decisions and ensure that the chosen products met project standards.

The new website successfully addressed the complexities of Holophane’s extensive product range, transforming the user experience into one that is fast, intuitive, and highly functional. By tailoring the platform to meet the specific needs of different user groups, Holophane not only improved customer satisfaction but also strengthened its competitive position in the market. The revamped site now serves as a powerful tool that supports the decision-making process, driving both customer engagement and loyalty.