OCL Architectural Lighting
Elevating consumer experiences
It’s not often you consider how the right lighting can tie a room together. But for the experts at Original Cast Lighting (OCL), it’s all they think about. Transforming reclaimed materials into custom designs, OCL’s pieces light up a room in more ways than one.
Lighting up a room in more ways than one
CHALLENGE
With new designs and configurations rolling out all the time, OCL’s website struggled to keep up and organize that product data into convenient spec sheets for customers. It was also overdue for a visual refresh that put its products front and center.
SOLUTION
Paradigm was tasked with creating an easier, more inspiring way for architects and designers to browse OCL’s extensive catalog and customize products to their exact specifications.
Since flipping the switch on the new site, OCL has enjoyed steady increases in total traffic as well as total engagement. OCL’s redesigned website is as robust as it is elegant. As the company grows its foothold in the industrial lighting industry, it’s doing so with unparalleled style.
“For over a decade, Paradigm’s been our easy to work with and very collaborative partner for all our OCL website projects. They’re responsive, open to feedback, and do an outstanding job translating our design direction into a clean, functional web experience. We consistently get positive feedback from customers on our website.”
Brad Glotfelty Marketing Manager
Discovery
Through discovery, we found OCL’s website has a specific audience: architects, engineers and interior designers.
People in these fields aren’t always browsing materials websites for products to buy, but rather products to inspire. It was with this thought that we moved to take cues from luxury designers and lifestyle brands and position OCL’s website as a design catalog for its audience to explore and find their next inspiration.
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11%
increase in year-over-year traffic
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7%
decrease in bounce rate
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29%
increase in mobile usage
Website Design + Development
That exploration starts on the homepage, where visitors are greeted by full-screen photos of room designs accented by OCL products.
A slim, minimal navigation system guides users through the site without obstructing the featured imagery. Selecting the Products tab fills the user’s screen with OCL’s five product lines — giving weight to their actions while maintaining an intuitive user experience.
With a deep product portfolio and hundreds of configuration options, OCL’s website couldn’t be all form and no function. We started by migrating the old website into a new content management system (CMS), allowing OCL to easily add new products, features or configurations.
We also built a custom product configurator. Once a user finds the perfect fixture for their next project, they can configure it to their liking right from the product’s page. Once configured, they’re able to download a spec sheet and reference it as they design their next project.
