The Challenge

As part of Konecranes, Morris sought to expand into the Chinese market after 130 years in operation. The challenge was to define a localized brand message and customer experience that resonated with Chinese crane builders. This required rethinking how the brand communicated value, ensuring relevance to local expectations while maintaining its legacy of reliability and engineering expertise.

Research

The project began with a two-week field study analyzing how local crane builders purchase, test, and use equipment. I mapped the end-to-end journey and stakeholder interactions across the sales lifecycle. Using this framework, I conducted empathy interviews to uncover tools, behaviors, and pain points. Insights were synthesized into an emotional journey map, highlighting critical issues such as poor communication and long, unpredictable delivery timelines.

Branding and Experience Strategy

Insights informed the creation of The Tracker, a digital platform designed to support both sales management and customer engagement. It enables returning customers to browse products, place orders, and track deliveries, while also improving internal coordination. In parallel, the brand team developed a refreshed identity centered on efficiency, reliability, and heritage, culminating in the tagline “Standing the Test of Time.”

Development and Launch

Through a comprehensive service blueprint, wireframes, and interactive prototypes, I defined user journeys and functional requirements for both customers and internal teams. The visual design extended the new brand system and introduced components for data visualization. To support adoption, onboarding materials - including dedicated manuals for staff and customers - were created and distributed ahead of launch, ensuring familiarity with the platform.