As a result of 25 years of aggressive growth through the acquisition of over 90 businesses, Global distribution and logistics company Toll Group faced an enormous brand challenge, both online and offline. With 75 different websites, over 250 web addresses on 9 different technology platforms there clearly was a case for consolidation and clarity in Toll’s online presence. It was further complicated by the presence of over 100 variations of the logo.
Toll wanted to create a single website that reflected its brand with a consistent and cohesive view of its services turning the focus on its customers with emphasis placed on the ability to track their jobs through Tolls tracking tools and specific applications.
Partnering with Oakton, the Consultancy engaged to manage the user experience and rebranding project, Digital Garden delivered the ‘One Toll” website user interface design in consolidating the multiple websites into one. The website was built on Oracle's enterprise CMS system, Oracle sites.
For this large and complex project there were a number of stages involved including:
- Multiple user group workshops to identify the current state, gather requirements and user scenarios
- Development of multiple information architecture models
- Site mock-up and working prototype for proof of concept
- Usability testing and feedback sessions
- Ongoing refinement of visual designs throughout the project
- Consolidation of multiple page templates catering for a huge content inventory
- Visual design of toolbars and applications
- Build style guide & HTML templates
Today, Toll has business units operating in 6 divisions across the globe providing services to its customers in 9 different languages. The website has clear and consistent branding throughout with a user experience that is squarely aimed at helping its customers manage their distribution and logistics needs by providing a range of tools and applications to obtain quotes, calculate delivery costs as well as login, order and track their jobs.
The track & trace tool is the most widely used feature of the website. It was re-skinned and brought to the forefront of the website.