U.S. BORAX
Freightliner ATBS | Corporate | Associations
Optimizing Community Engagement with UX/IA Improvements
Challenge
A Vital Story
After the success of its new Agriculture division microsite, U.S. Borax, a Rio Tinto company, realized the potential of a full-site redesign. As producer of a third of the world’s supply of refined boron—a vital ingredient in a multitude of products—U.S. Borax wanted to update their site to help customers and consumers understand borates’ role in modern living. The company also wanted to make it easier for visitors to find the products needed for a variety of applications, as well as information about job opportunities, company history and community involvement, and important shipping, handling, and storage information.
Deliverables
Website
Illustrations & Video
Content Marketing Program
Case Studies
Service Offerings
Branding & Messaging
Taxonomy & Content Strategy
Digital Design
Content Development
Web Design & Development
Solution
Clear Connections
To better communicate the brand value of U.S. Borax, Refactored worked with the company’s internal marketing team to develop an engaging theme around borates’ modern usage. As part of the development and manufacture of products and applications including wood treatment, housing insulation, cell phones, automobiles, nuclear power plants, and oil wells, borates are used around the globe. U.S. Borax places a high priority on research, safe mining practices, customer and community support, and refined, reliable products. The redesigned site now relates these themes in a more accessible way.
Results
Easier Access
Another necessity was a re-organization of the company’s available content around the many uses of borates. As part of the redesign, we made it easier for customers to quickly find specific applications, connect them to the properties and benefits of borates, and explore 20 Mule Team Borax products. Job opportunities, Visitor Center information, and usage instructions were also surfaced, as were the answers to frequently asked questions from consumers, customers, and researchers. SEO optimization was included in the process to further enable customers to find exactly what they need on the site.
Visit the WebsiteRecognition
BMA Colorado, Gold Key: Silver Award: Website Redesign/development $150K+
ANA Business Marketing, B2: Finalist: Web Presence
Transform Magazine, Silver Award: Best Rebrand of a Digital Property
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