Project: Digital Development

Category: Digital | Service | Strategy


Opie Manufacturing Group are an Australian family owned manufacturing business that were looking to capitalised on their existing capabilities and expand into the regional rural sector. Opie needed to build a new and unique website that would build awareness of their new products, provide interactive price estimations and deliver the relevant information for potential new customers to empower them to make decisions and purchase their products.


Based on insights distilled from extensive research into the rural sector, Scintilla developed a User Journey Map (UJM) that defined the desired customer experience for previously defined behavioural personas. This enabled the identification of key supporting resources/ information required at each stage of the customers’ journey to support the customer in their decision making and support the delivery of exceptional customer service. The UJM also defined the Opie back of house resources required to deliver the desired customer experience.

With in-house expertise in interactive and web design, Scintilla designed a new website that embedded core brand values and authentically presented key brand messages to the target audience. The website map was designed to deliver an intuitive and enjoyable customer experience, guiding the customer through the process and presenting just the right information at the right time to support customers in evaluating options and making informed purchasing decisions.

The website is interactive and enables customers to obtain real time estimations of product pricing and product options based on their personal requirements for size, configuration, colour and accessories. This is an industry first for this market which has traditionally required a sales representative to visit a site and complete a measure and quote. Real time pricing will help Opie to reach a larger share of the potential rural market without the need for in-house travelling sales staff.

Opie say...

Opie Manufacturing Group logo

I have worked with Ian and Dorte from Scintilla for a period of 18 months on a variety of projects ranging from research to concept design and manufacturing. It never ceases to amaze me how they are able to take my minimalist brief and deliver quality outcomes. They are able to make sense of and bring my ideas to life. They are broad thinkers and are able to apply their skills across different levels within my business. Scintilla challenge me as much as I challenge them.

Tristan Opie

Managing Director

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