See Change Technologies, a spin-off of APL Logistics, provides logistics professionals with web-based supply-chain information. The SCT system not only tracks product across carriers of all sizes and all modes of transportation all over the world,it also helps optimize supply chain networks by reducing costs and accelerating productivity. As a new company in a competitive category, SCT needed a web site to support their efforts to generate qualified sales leads.
The primary challenge was how to explain a technically complex product to a stressed-out, overworked target. The interface developed addressed this challenge in two ways. First, the information architecture prioritized product information over all other site content; executive bios, press releases, etc. were relegated deeper within the site so as not to compete with communication of product benefits. Second, in addition to providing a textbook definition of the SCT offering, imagery and copy were employed to creatively describe the problem SCT solves. Lines such as 'What if the little engine that could can't today?' and 'A 15 ton needle sitting in the wrong haystack' indicated an understanding of and empathy with prospective clients'situation and provided some personality for SCT.

Not only did the interface developed provide a concept that could be leveraged for other communication materials such as sales collateral, it was also designed to incorporate additional information and functionality over time and be easy for SCT's internal web team to maintain and adapt for use in other countries.