SNT Global Logistics · Work

Client: SNT Global Logistics
Sector: Third-party logistics
Services: Website design and build, Copy, Illustration, Search

Background

SNT Global Logistics has run warehousing, fulfilment and distribution for consumer brands in Malaysia and Singapore since 2006. It operates five fulfilment centres with 380,000 sq ft between them, runs its own fleet and six proprietary systems, and holds stock for more than 100 brands.

Challenge

SNT was one of the pioneers of e-commerce fulfilment and built its own technology to run it. Its website had not kept up. It did not do the brand or the size of the operation justice, and its structure did little to help a client find what they needed.

The SNT homepage before the rebuild — The SNT homepage, before and after the rebuild.

The SNT homepage after the rebuild — The SNT homepage, before and after the rebuild.

Strategy

Design

I started with four questions. What does SNT do, who is it for, why does it matter, and what proof does someone need? The answers became the structure of the site. The homepage orients, each service page explains one service, and the deeper pages, such as Locations and Company, carry the proof.

Before

The design did not reflect the size of the operation or the brand.

After

I drew the operation as isometric pictures, and the site is built around them.

Warehousing, fulfilment, transport and distribution across five facilities are hard to explain in words alone. Each page uses the drawing of its part of the operation.

The SNT operation drawn as one isometric picture, the warehouse at the centre of suppliers, customers, distributors, retailers, online channels and collection points. — Three of the drawings, and the pages they are on.

An isometric drawing of an SNT transport depot, lorries at the loading bays. — Three of the drawings, and the pages they are on.

Before

The proprietary systems were mentioned in passing but never shown.

After

The systems are shown on the pages where a client would ask about them.

Order fulfilment, storage, tracking and returns are set out in their own section on Omnichannel Fulfilment. eTRAX, the tracking system, appears on Transport and Delivery with a screen from the system and a list of what each tracking record holds.

The infrastructure section of the Omnichannel Fulfilment page, photographs of order fulfilment, storage and the SNT fleet.

The eTRAX section of the Transport and Delivery page, what each tracking record contains beside a screen from eTRAX.

Before

A manufacturer looking for warehousing and a retailer looking for distribution were given the same list of capabilities.

After

Four services, each with its own page, described by what it means for a customer's stock and orders.

Every page had to explain something, establish credibility or move someone to the next step. Pages that did none of those were cut, and pages that repeated each other were combined.

The four service panels on the SNT homepage. Each one plays its own video on hover.

Visibility

Before writing

I looked up what people actually type into Google when they need fulfilment, warehousing or delivery, and what SNT's three closest local competitors rank for. Each service page is written around one of those searches.
In the build

Every page has its own title and summary for the search results, a clear heading structure, descriptions on its images and links to related pages. All of them score above 90 on Google's speed test and show a proper preview when shared on WhatsApp. Every address on the old site is mapped to its new page.
At launch

The old addresses start forwarding, a map of the site goes to Google, analytics goes live, and I record where SNT ranks that day, so there is a starting point to measure against.