Jonathan Seetoh — Point S

role

Full-Stack Web Designer,
Web Developer

duration

2 Months, Pending Launch

This project was part of my freelance work with Showman Digital, a digital marketing agency in Singapore.

Point S is the leading worldwide independent car maintenance and tyre dealer network. The client approached the agency to design a marketing strategy, as well as a redesign of their website for the Singapore branch.

As the web designer, I executed on the project end-to-end; from architecting information, visual design, to developing the website using Webflow and custom CSS and Javascript.

collaborators

Client Accounts Executive, Marketing Strategist, and SEO Specialist.

highlights
This project is pending launch, so data is not yet available. Please check back soon!

Website motion showcase

Website showcase

A site refresh with the goal of boosting sales through increased online traffic.

Keeping up with the times.

Despite being an established car service provider, Point S struggled with a dated website and limited online presence. While they enjoyed recurring business, most of their customers came through word-of-mouth.

Collaborating with our Marketing team, we aimed to modernise their website to expand their online reach to younger drivers and attract a broader customer base across the island.

Refreshed website showcase

A website suffering from disorganisation and accessibility issues.

Lack of data.

The old site lacked any tracking mechanisms like Google Analytics, which deprived me of initial data to work with. This led me to audit the website extensively to pinpoint areas for improvement.

Additionally, I enlisted feedback from individuals in my network who drives a car to validate my findings and uncover any blind spots (no pun intended).

Some issues surfaced from the site audit.

Busy navigation bar with no clear Call to Action (CTA).

The Service Booking Form had excessive fields and lacked proper grouping, which can be overwhelming to potential customers.

Additionally, the absence of information on how their sensitive data would be handled and stored could create mistrust.

Outdated promotions and testimonials sprinkled throughout the site. Information categorisation is disorganised.

The site lacked sufficient content explaining the brand, its service offerings, and clear differentiators.

Some of the issues identified

Leveraging online resources despite data limitations.

Going where the target audience usually hangs.

To compensate for the absence of data, I conducted thorough competitive research to analyse the content strategies of similar competitors, identifying industry best practices. Using this insight, I pinpointed opportunities for our brand to differentiate and stand out, addressing any gaps observed among competitors.

As a part of our marketing strategy involved engaging younger drivers, I also explored platforms like Reddit, a popular local online hangout, in order to understand the topics and questions relevant to this demographic. This helped to inform some of our content strategy accordingly.

Singapore car owners asking questions on Reddit.

Content research on Reddit

A modern, unique, and on-brand intuitive website.

Fresh and on-Point S.

The updated design embodies the forward-thinking nature of Point S. The clean, sharp aesthetics highlight the company's precision, while the use of jet black adds visual professionalism and accentuates key information.

Refreshed content is now more informative, resonating with both existing and potential customers, a strategy inspired by inbound marketing principles.

Components showcase

Clear service propositions.

Point S' services are now prominently displayed and clearly organised, enabling potential customers to quickly scan and understand their offerings.

Clear, scannable service cards

Frequently-asked questions and social proofing.

Frequently asked questions are now prominently displayed to address common customer concerns. Additionally, a looping marquee of recent customer reviews helps to answer any remaining questions, build trust in the brand, and increase the likelihood of a conversion.

FAQ and social proof motion concept

Digestable form fields.

Form fields are now logically and visually grouped, allowing users to easily scan and process information, making the form less overwhelming.

Clear labels explain why certain data is required and how it will be stored, building trust and easing concerns, especially for users new to the brand.

Logically-grouped form sections

Address call-to-action that is actually helpful.

Instead of listing outlet addresses in plain text, we implemented intuitive buttons.

Users can now directly call the outlet for assistance or open the address in their map app for easy navigation. This reduces friction and enhances the conversion rate for the business.

View address in native map app

Valuable insights and technical understanding of the automobile industry.

Key takeaways:

Challenges breed creativity. In the absence of data, I got to engage in strategic thinking to uncover tangible insights that would validate my initial research efforts.

Data is invaluable. With the implementation of Google Analytics tracking on this project, we aim to unearth crucial insights for ongoing optimisation and performance measurement.

This effort fuels continuous improvement and enhances alignment between business goals and customer needs.

Collaborating across teams such as marketing and SEO provided me with insights into effective strategies for creating purposeful website designs.