Tracking the journey of an exclusive brand experience

The Morris TRACKER is a new web application that allows customers very easy to place orders and to follow their order status. A subproject from the comprehensive service-design for Morris.



Morris is a UK company producing hoists for construction cranes since 130 years. Our objective was to support the Morris brand market entry in China with a unique brand message and an exclusive B2B customer experience.

Our challenge was to design a tool to improve and distinguish the Morris client journey, from product purchase to after sale service. In order to do this we identified the crucial touchpoints of a hyper structured business and used our design thinking, together with our users’ knowledge, to build a pleasurable customer experience and a successful brand.



Our research phase started with the study of the stakeholders and interactions involved in each step of the selling process. In order to do this we conducted users’ interviews to spot the most unpleasant experiences for the Morris clients and collect our first insights.


During the generating phase we reviewed our participants’ inputs and market research to define the uniqueness of the brand and the values it should have stand for.

According to our brand message we defined a service idea that could have supported those values and given the customer a pleasant journey form the product purchase to the after sale phase.


Our key findings led us to develop a platform aimed at improving the communication between Morris and its clients and supporting the management of orders, clients and internal staff.

Through some prototyping sessions, we refined the content and the functions for the back and front-end of the TRACKER, and tested its graphic user interface.


The TRACKER allows Morris clients to place orders and follow their status; at the same time it allows Morris staff to keep track of the sales and easily communicate and notify customers on each step of the process. It provides transparency, communication and a trustful relationship between the brand and its consumers.

In order to support our clients and their customers in using this tool, we provided two users manuals. These manuals follow, step by step, the main functions of the TRACKER and provide a support for the language of its graphic user interface.

Project Outcomes

  • User Research
  • User Experience
  • Web Design
  • User Interface
  • User Manual
Interview material
Research findings
Tracker wireframes
Back and front-end ordering page
Morris Tracker Manual
Markus Wild

Your contact partner

Markus Wild, CEO


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