A Stronger, Global Design

Strategy, Design & Development

The Timken Company

Founded in 1899, The Timken Company has long been the leading authority on the tapered roller bearing. In fact, they invented it. Nowadays, Timken's best-in-class expertise in metallurgy, tribology, and mechanical systems means that its products are found on your car, in the subway, on wind turbines, on Mars, and everywhere in between.

With such a diverse product offering and impressive story to tell, Timken required a new digital front door to reach its varied audience groups. Firefli created just that - an intuitive, modern user experience delivered on a global scale.

Reliability & Ingenuity
Reflecting the Brand Experience
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The previous Timken.com fell short in accurately portraying the brand’s historic foundation and modern feel. Through a collaborative partnership with Davis Brand Capital, Firefli transitioned the Timken website into a platform that clearly demonstrates the brand’s impact on the world.

Form & Function
Modernized Navigation

Given the scale of The Timken Company and its product offerings, Timken.com inherently provides a great depth of content to a variety of audiences. However, the former version of the website had a navigation system that was extremely cumbersome. In fact, some content was only accessible after 12 to 15 clicks. Thus, one of the primary initiatives for the new Timken.com was to decrease the depth of content and make it a more streamlined, user-friendly experience.

After launch, most of the content is no more than four levels deep — a great improvement from the old website. Firefli also utilized a “flat” navigation structure, to avoid a dropdown menu that would be too overwhelming for the user.

Globally Speaking
Fully Translated for Multi-lingual Installations

Timken is a truly global corporation, with installations in countries around the world. As such, much of their customer base are non-english speakers. To accommodate all necessary audiences with the new Timken.com, Firefli was tasked with creating 13 language or territory-specific versions of the website.

To create the international iterations of the website, Firefli worked alongside partners from Echo International to create a custom translation workflow. Working in a multi-lingual environment was no easy task (italian and polish are no joke), but upon launch, the site is optimized and configured to be dynamically localized moving forward.

Meeting Expectations
A Reimagined Internal Search

The Timken Company offers highly specialized products that require an array of documentation, including technical specs, CAD drawings, white papers, catalogs, etc. The complexities involved often lead to engineers searching for product information to see if a product will fit their need. Unfortunately, the internal search function on the old Timken.com was rarely successful in delivering the desired documentation or information. In fact, many employees gave up on using the search all together and looked for other means of finding the information they seeked.

To alleviate the internal search limitations, Firefli created a much more robust tool for the new website. There is a “Resources” library that houses all documentation and can be filtered by a variety of factors. The library’s organization, as well as a more modern algorithmic approach, enables more accurate internal searching from anywhere on the website.

Project Wrap Up

01 Plan

  • Analytics
  • Digital Strategy
  • UX Design

02 Build

  • UI & Development
  • Custom CMS

03 Grow

  • Website Optimization & Maintenance