Apart from a look and feel that was more industrial parts than leading-edge technology, PNI’s site made it hard to find sensors unless you knew the product name already — a usability barrier to potential new customers.

The realigned site had not only to organize and present several complex product lines with overlapping specs and applications, but also speak to two very different users: systems engineers, who want the specs, the whole specs, and nothing but the specs; and product marketing executives, who are always looking for ways to add value to their products.
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