Modbar Configurations Page Product Marketing | Digital Strategy
In relaunching the Modbar brand, our customer research uncovered that buyers were confused by the complexity and flexibility of the system, and ended up making costly errors in installation or operation that led to poor customer experience and damaged brand equity. Part of Modbar’s unique selling proposition, its modularity, was also hindering its ability to grow.
We knew we needed a simple, straightforward way to communicate the value of Modbar without diminishing its flexibility and freedom. In designing a new website, we decided to develop the Configurations page to highlight the most frequently used combinations of the modular components of the system, positioned as a jumping off point for their creativity.
While infinite combinations are possible with Modbar, just a few configurations will fit the bill for most customers. The Configurations page showcases those combinations in language customers can use in a sales inquiry to get the right equipment through the consultative sales process.
Emphasizing Freedom & Choice
Central to Modbar’s messaging was the idea of flexibility, and we sought to maintain that focus at the top of the page even as we introduced options for a more structured approach.
We chose beautiful photography from a variety of in-cafe examples for each configuration to show how Modbar fits into even the most unique spaces.
Reiterating Value Props
I worked with a team of product rendering specialists to develop our configuration graphics and arranged them to show that one module can power two taps, a key value proposition for the products.
This layout also helped new customers better understand the undercounter model, unfamiliar to buyers who were used to traditional above-counter equipment.
