Challenges
A Seasoned Print House Goes Digital
New Press, with 30 years of offset printing expertise, faced a critical challenge in establishing their first digital presence. Despite their manufacturing excellence and strong industry reputation, they had no existing digital infrastructure or online brand presence. The challenge lay in translating their three decades of expertise into an effective online platform while maintaining their market position in the evolving printing industry.
Business requirements
Establish Digital Presence
Launch a professional website that enables New Press to effectively attract and serve customers through online channels. Create a platform that makes their services accessible and understandable to their target business clients.
Stand Out in the Market
Develop a strong digital identity that reflects New Press's 30 years of manufacturing excellence. Establish the company as a quality manufacturer in the digital space to attract value-focused business clients.
Process
The project followed an inside-out research approach, starting with internal understanding through business requirements, then expanding to user interviews, and finally to market analysis. After that Value Proposition Canvas was used to synthesise all insights to identify opportunities and frame the strategy. This guided the brand and website development decisions, ensuring alignment with business goals and user needs throughout implementation. The process concluded with launch but continues through ongoing improvements based on user feedback and analytics.
research
Tools & Methods
Interview
Perceptual Mapping
Value Proposition Canvas
Information Architecture
Wireframing
User Research
What Drives Packaging Decisions?
Given that New Press specializes in custom packaging for mass production, our focus is on business clients who require high-volume packaging solutions.
To deeply understand our customer needs, I conducted semi-structured interviews with existing and potential business clients. Each 30-minute in-person session explored:
Their process in sourcing and selecting packaging suppliers
Critical factors that influence their decision-making
Key requirements for long-term supplier relationships
Key Interview Insights:
Quality Assurance & Proof
Need to see detailed product specifications and printing capabilities. Visual examples of past work also serve as quality indicators.
Communication is Key
Need visibility into production workflow. Clear technical specifications save time.
Service Capability Evidence
Examples of handling complex projects with a clear overview of production capacity.
Competitor Research
Learn the Market Landscape
I conducted a comprehensive market analysis of printing manufacturers in Thailand, focusing on companies that offer offset printing services with packaging capabilities. The analysis covered their service offerings, target markets, pricing strategies, and value propositions.
Key Findings:
Market Positioning
Our analysis revealed that there are numerous printing houses in Thailand but some have a digital presence, with the majority of them primarily using their online platforms to serve individual customers and handle small-volume orders. While there are many established manufacturers capable of handling business packaging needs, their digital presence is surprisingly limited. This creates a noticeable gap in the digital landscape for high-volume, business-focused printing solutions, particularly for companies seeking to evaluate and engage with printing partners online.
Competition Strategy
In the digital space, we found that most competitors focus heavily on price competition, showcasing special deals and discounts as their primary value proposition. Despite operating in a technically complex industry, few companies emphasise their manufacturing capabilities or quality standards in their digital presence. Their websites typically offer basic service information without addressing specific business needs or technical specifications that corporate clients need to make informed decisions.
ANALYSIS
Exploring Value Proposition Canvas
After gathering insights from user interviews and market research, I utilised Value Proposition Canvas - a tool not commonly applied in experience design but suggested by our marketing team. While unconventional in experience design practice, this approach offered a fresh perspective in expanding our strategic thinking. By mapping user needs against potential company offerings, we gained valuable insights into how our capabilities could directly address client requirements.
This analysis revealed a crucial insight: while competitors focused on price competition, our users were primarily seeking trust and reliability in their printing partner. Specifically, they valued clear technical documentation, quality assurance, and ease of communication – areas where our manufacturing expertise could shine through digital presence. This discovery shaped our strategy to position the website not just as an information portal, but as a platform that demonstrates our technical capability and production reliability.
Strategy
Quality over Price
From user need and market gap, Rather than competing on price, we chose to differentiate New Press by emphasizing our manufacturing excellence and comprehensive capabilities. Our strategy focuses on:
Demonstrating Expertise
Clear technical specifications
Quality control procedures
Production capabilities
Highlighting Portfolio Diversity
Range of packaging solutions
Various industry applications
Different material capabilities
Complex printing techniques
Building Trust
Quality assurance standards
Project management process
Production reliability
Brand Identity
Establish the Identity
After defining our "Quality Over Price" strategy, I collaborated with the graphic design team to develop a cohesive brand system that would elevate New Press's digital presence. Our goal was to create a professional brand identity that reflects manufacturing excellence and technical expertise.
Website Development
Information Architecture
The sitemap process was pretty straightforward which I prioritised a clear hierarchical structure, organising content from broad overview (primary navigation) to detailed technical specifications (tertiary navigation). This structure ensures business clients can easily navigate from high-level company information to specific product details, while maintaining our focus on showcasing technical expertise and manufacturing capabilities.
LO-FI WIREFRAMES
After establishing the information architecture, I developed low-fidelity wireframes focusing on 5 key screens: Homepage, About, Products, Directions and Contact. The design features a fixed side navigation menu to ensure consistent navigation across all screens while maintaining focus on content presentation and technical information.
Product Gallery Page
Product Details Page
Process Page
About Page
Contact Page
FInal Design
Based on user research indicating primary desktop usage among business clients, I prioritised desktop design while ensuring responsive capabilities for other devices. The final design demonstrates our quality-focused strategy through:
Portfolio Showcase
Grid layout highlighting diverse product range
Detailed product specifications
High-quality photography showing printing detail
Technical Excellence
Machinery and process documentation
Clear specifications for each product
Professional production facility imagery
Professional Navigation
Fixed side menu for easy access
Hierarchical information structure
Clear categorisation of services
Content Organisation
Product galleries with technical details
Manufacturing process showcase
Detailed specifications readily available
Related products suggestions
About Page
Contact Page
Product Details Page
Product Details Page on Hover
Impact
Post launch, our analytics team tracked how the new website delivered measurable results across multiple dimensions, from business growth to user engagement. The transformation from a non-existent digital presence to a comprehensive platform showcasing our manufacturing expertise has significantly impacted both our market position and client relationships.
15%
increase in new customer acquisition
18%
increase in sample requests
40%
reduction in back-and-forth communications
positive feedback on website usability