The Richards Group

Dallas, Texas, United States

We all have our unique strengths and abilities. But this is much more than just a job. We love making things – different things – in different ways. Our passion for innovation means that we get bored if we do the same thing in the same way, day in and day out.

We’re here to find new ways to solve problems with new ideas. Tools, trends, and technologies are constantly evolving. And finding ways to incorporate those elements into real solutions for our clients and partners is what gets us out of bed each morning.

Featured portfolio items.

Choctaw Casinos

Choctaw Casinos & Resorts offers an escape from the humdrum with an opportunity to win big, see exciting live shows, or relax poolside with a favorite cocktail. With an assist from us, their website now trumpets that come-hither call too.

The Choctaw Nation-owned gaming/hospitality brand features seven main casino locations (three of which are resort properties) and 15 satellite “Casino Too!” travel plazas throughout Oklahoma. Diversions abound, from table games and slots to major entertainment acts, spacious swimming pools to distinctive restaurants, even a spa and cinema in Durant.

The trouble was, the old website wasn’t as exciting or intuitive for visitors as it could have been. Because of an outdated content management system (CMS) and underpowered infrastructure, the site was slow-moving and cumbersome to maintain for the client, and the site’s static character didn’t reflect the pizzazz delivered by Choctaw’s new TV and social campaigns.

Ease of use was an issue as well. In some cases, a site visitor needed three or four clicks from the homepage to access information for a particular casino, event, or amenity. Lack of an easily found map or other references meant locations might not be quickly understood by the uninitiated.

Choctaw knew a redesigned site was in order. Enter Click Here Labs. Armed with key analytic insights, we brought fresh eyes to the site architecture to better align content with user expectations.

The data revealed some interesting tidbits, like three-quarters of the traffic was new users. And with 70 percent of visitors accessing the site via a mobile device, it was imperative to have the site optimized, responsive, and easily accessible for repeat users. We also planned to integrate their vibrant social media channels as well as make the site compliant with the Americans with Disabilities Act (ADA) and the European Union’s General Data Protection Regulation (GDPR) requirements.

The analytics fortified our overall rearchitecting plan, which was to give priority to two groups – new or infrequent guests and heavy gamers – and from that, a homepage centered on planning a visit and showcasing upcoming live entertainment and promotions. Another important measure was to better categorize the Choctaw properties for visitors so they could more easily find a location.

Once done, the homepage took care of that and more.

Diamond C Trailers

Diamond C Trailers, an East Texas-based flatbed designer and manufacturer, came to us with a need to refresh its website and, more importantly, create a refined ordering process.

The business, which is family owned and operated, had been building and distributing quality trailers for more than 30 years, but purchasing one could be a somewhat unwieldy undertaking. Potential customers were required to contact a dealer by phone to find an exact match for their needs, and it was up to the dealer (using a catalog) to determine and present all possible options for a particular model.

Consider that Diamond C offers more than 40 models of open transports, from light utility to hydraulic tilt beds, goosenecks to pintle hitches. Mix in a stuffed truckload of options – length, axles, color, frame styles, floor material, tie-down hardware, couplers, loading setup, gross vehicle weight rating – you get the picture. Trying to pinpoint what you wanted with a phone call and a catalog could be akin to a treasure hunt.

Furthermore, when the trailer specifications were nailed down, the dealer would have to fill out the request and contact Diamond C for the build. And if you were one of the more than 160 dealers across the country stocking inventory, the hunt/order process was the same.

So our main charge was to create a configuration tool on the website, allowing the public, dealers, and Diamond C’s sales team to construct custom trailers via a few clicks. Once the process was completed for a customer, a printable PDF of trailer specs would need to be offered and an online request sent to the dealer for a price quote. Thus, the customizing process and initial paperwork would be knocked out easily and efficiently.

The primary challenge was on the user experience (UX) front: creating the tool’s road map because of the unusual depth of logic involved. So many trailers and custom options are nice…unless you’re the one figuring a way through the “if this, then this” logic spiderweb to correctly filter what’s available for what model. The result also had to be intuitive for the customer on the front-end.

Once the trail was laid, though, our development team moved in to create the configuration tool, using a WordPress Entities Manager plugin as the base. This plugin typically is meant to be a dynamic-data tool, but we customized it to support Diamond C’s structured needs. In basic terms, we created models, components, and options. Adding dependencies, we then related the options to the components, then the components to the models. Easier said than done – but in the end, done!

In addition to the configuration tool and refresh, we also upgraded Diamond C’s dealer portal and added a job application feature to the site.

It didn’t take long to see results. Within just two months of the new site going live, Diamond C received over 1,100 submissions through the trailer configuration tool, as well as more than 600 warranty registrations and 80 job applications.

The way we have it configured, that’s quite a haul.

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