Parallax unveil new website for Singapore based AI tech company Trax

Trax commissioned Leeds based agency Parallax to redesign their existing website. Seeking a fresh approach that better represented their leading-edge product range and modern brand identity. It also needed to be optimised for search and completely mobile-friendly.

Specialising in AI technology solutions for retail, Trax is famous for developing intelligent tools that allow organisations to track their stock in new and innovative ways. With a global client base in over 45 countries worldwide, they rank in the top 25 Fastest Growing Companies on Deloitte’s Technology Fast 500 list, and are best known for helping retailers understand consumer buying habits, analysing how goods are performing in the marketplace and accurately predicting when a product will run out.

Parallax delivered a new website to showcase Trax business, incorporating all their various products – everything from shelf-side cameras to robotic scanners roaming the aisles to capture and track in-store data.

“The site needed much clearer signposting and an updated navigation, especially in relation to the products” explains Philip Millward, Digital Designer at Parallax “I’m particularly proud of the technology page, which had to explain some pretty complicated processes in a simple, visual way. The challenge was taking something logical and technical, then adapting it to something a wider audience could appreciate.”

Philip was a part of the team who helped steer the Trax corporate identity with a refreshed logo and an updated colour scheme he continues “Each isometric illustration

– is unique. Based on the angle of the ‘x’ in the logo, they informed the entire visual language. They really add something to the overall look and feel of the site.”

Since launch, the website has already seen a total traffic increase of 89% year on year and an increase of 97% for organic visits. They have seen an 80% uptick in new users, with the average time spent on the website also up by over three minutes.

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