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Shumoff is a company specializing in automotive soundproofing, offering solutions to create a comfortable and quiet atmosphere inside vehicles. Our collaboration with Shumoff began several years ago, during which I have implemented multiple redesigns, including their corporate website and e-commerce platform.
The primary objective was to develop a professional corporate website and an effective landing page to promote their soundproofing services. The client aimed to:
Package the company and its services, emphasizing professionalism, quality, and unique selling points (USPs).
Highlight key strengths, such as extensive experience, the use of high-quality materials, and a personalized approach to customers.
Create a clear and user-friendly site structure, enabling visitors to quickly find the information they need.
Establish a foundation for online marketing efforts to increase customer traffic through digital channels.
Project Goals and Objectives
Market Research: Conducted a comprehensive analysis of the soundproofing market, studying competitors and their strategies. This allowed us to position Shumoff uniquely and create a distinctive site style.
Audience Analysis: Identified key customer segments, their pain points, and expectations, tailoring the website content to address their needs effectively.
Service Presentation: Designed the site structure and content to showcase the advantages of the company’s products and services effectively.
Prototyping and Design: Developed a user-friendly interface and modern design that underscores the company’s professionalism and fosters trust.
To begin, I gathered all necessary information about Shumoff, its services, product features, and client needs. We conducted several interviews with the company’s founder and a manager who interacts with customers regularly. These discussions helped identify key customer pain points and the company’s strengths to emphasize.
Industry and product analysis
We studied the automotive soundproofing niche, including materials, technologies, and Shumoff’s product features. The goal was to highlight the brand’s uniqueness and approach. Key product benefits were identified: durability of materials, certification, and the professionalism of technicians.
Competitor analysis
A detailed competitor analysis was conducted:
Website Review: Examined competitors’ websites in Krasnoyarsk and other regions to pinpoint their strengths and weaknesses.
Mystery Shopping: Ordered consultations from competitors to understand their sales arguments and strategies.
Insights: Most competitors underutilized unique selling points (USPs) and visual content on their websites, providing an opportunity to fill this gap.
CJM and the 5W Method
A Customer Journey Map (CJM) was created to illustrate the client’s path from recognizing the problem to reaching out to Shumoff. We also applied Mark Sherrington’s 5W methodology to answer key questions:
What is the client looking for? Silence, comfort, premium quality.
Why are they choosing? To resolve noise issues in the car.
When do they decide? After experiencing discomfort or receiving recommendations.
Who influences their choice? Reviews, acquaintances, or service recommendations.
Where do they buy? Online (via the website), through phone consultations, or in person.
USP Development
Based on the analysis, we developed unique selling points (USPs) that formed the foundation of the site’s structure and content:
Use of certified, premium-class materials.
Guaranteed reduction in noise and improved in-car comfort.
Fast service delivery with a personalized approach.
Online service booking and upfront cost estimation.
The research resulted in not only USPs and ideas for the website but also new insights for enhancing products and services internally. These insights provided Shumoff with growth opportunities and enabled the brand to stand out in a competitive market.
Based on the research findings, I created a comprehensive site structure that includes the following key sections:
About the Company — Introduces the brand, its mission, values, and competitive advantages.
Services — Detailed descriptions of all car soundproofing services, highlighting their quality and benefits.
Projects — A gallery of completed projects with “before” and “after” photos to showcase expertise.
Contacts — A section with accessible communication options and the location of the service center.
Each page was designed to meet the target audience's needs. The primary objective was to create a clear and logical interface, enabling users to quickly find relevant information and encouraging them to take action.
Prototyping
1. Sketching on Paper
The first step involved creating a rough sketch of the website layout on paper. This helped visualize the placement of blocks, navigation paths, and interactions between elements.
2. Low-Fidelity Prototyping
Next, the sketches were digitized in Figma to create a low-fidelity prototype. This phase focused on user flow and interaction logic without distractions from detailed visuals.
3. High-Fidelity Prototyping
Once the structure was approved, I moved on to creating a high-fidelity prototype that included:
Grid Systems: Ensuring alignment of elements and maintaining visual order.
Compositional Solutions: Strategically placing key elements such as unique selling points (USPs) and call-to-action (CTA) buttons.
Landing page design with AIDA Framework
For the car soundproofing service, I designed a dedicated landing page optimized for traffic from advertising campaigns. The structure followed the AIDA model:
Attention: A headline and banner emphasizing the service's uniqueness and advantages.
Interest: A block detailing the technology and its benefits.
Desire: Customer testimonials and “before-and-after” examples of work.
Action: A clear call-to-action with a button leading directly to the application form.
This landing page was tailored for quick user engagement and conversion, targeting users actively searching for soundproofing solutions.
The design and prototyping phase established a strong foundation for the site's future development. The clear structure, intuitive navigation, and conversion-focused landing page ensured alignment with the client's goals and user needs.
For the website design, the company’s brand colors were carefully considered, with orange being the primary accent. This color was used to highlight key elements such as buttons, calls to action, and important sections, drawing users' attention. The rest of the color palette was based on neutral tones that enhanced the perception of the accent elements, ensuring a balanced and professional look.
The design featured grotesque fonts — modern and versatile types that emphasize the technical and professional nature of the company. Their simplicity and formality perfectly suited the male-oriented audience, underscoring the seriousness and reliability of the brand.
The website’s design focused on automotive aesthetics. Visual content included:
Before and after photos of cars that had undergone soundproofing, effectively showcasing the results of the work.
Video materials depicting the soundproofing process, creating an immersive atmosphere and building trust in the company while engaging users
The website’s design was built on a modular architecture, which allowed the content to be organized in the most convenient and logical way. Each section served a clear purpose:
The sections were clearly structured, enabling users to quickly find the information they needed.
Thanks to the modular approach, the website was flexible for future updates and additions of new elements.
The website was fully responsive, ensuring an optimal user experience across both desktop and mobile devices. Throughout the design process, regular feedback was gathered from the client, with adjustments made based on their preferences. For example, new visual elements were added, and some sections were reworked to improve conversion rates and enhance the overall user experience.
The final design successfully reflected the company’s unique attributes, emphasizing professionalism and helping to differentiate the brand from its competitors. It not only met the client's objectives but also provided a visually appealing and functional platform for users.
Customer review
From the very beginning, we were impressed by his expertise and genuine interest in achieving the best result. He proposed and implemented many ideas and suggestions that truly elevated the project.
To date, three fully functional websites have been created for different projects. The quality of execution is always outstanding, and even our clients often note the style and craftsmanship—such feedback is always a pleasure to hear.
Finding a skilled professional in this field is not easy, and we wholeheartedly recommend Eduard for his responsiveness and expertise. We wish him even more exciting projects and grateful clients!"
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