Dyneema
Developing a long-term digital strategy for one of the world’s most innovative brands
Avient-owned Dyneema is proven to be the world’s strongest fiberTM, however cheaper alternatives and copies have in recent years undermined their market dominance. This meant Dyneema needed to fight back.
They needed to work hard to reposition the brand in a way that communicated their superiority and needed a new website platform to bring this to life. We were engaged to work collaboratively with their brand agency, delivering both the digital strategy and insight to inform how the brand would best work in the digital landscape. As well as building the platform itself.
Dyneema has a huge (and growing) range of applications, from heavy industrial uses, through ballistic protection to super lightweight sportswear to name just a few. This means the user types are broad, with very different needs and interests, so the strategic development and user insight needed to be thorough.
We worked with a series of internal stakeholders to understand the in-depth business requirements of each area of the business to outline and filter key KPIs and measurements for digital in its broadest sense as well as establishing the role of the website within that eco-system.
Alongside this, we carried out competitor analysis and user research to both rationalise the information architecture for these complex propositions as well as developing a greater understanding of the nuances of user’s needs. We carried out research with individuals across numerous key sectors to help us paint a picture of the user types and map out key journeys.
This user research then gave us the basis from which to work with Dyneema and the rest of the agency mix, consulting on both the technical architecture and UX design of the website.
We are now working with all partners to develop the new platform on Umbraco Cloud, creating a future-proofed website with greater flexibility to react to both shifts in the market and also one that can keep pace with their own speed of product innovation.