Clearly distinguishing between two product lines
Helping visitors quickly find what fits their needs
Gocochain has two CoTags. One is the CoTag, shipped with goods and used to monitor logistics temperature during transit; the other is the CoTag Connect, installed in warehouses to monitor storage environment temperature. Their names are similar, but their purposes are entirely different — and this was exactly what the client was most worried visitors would confuse.
So the homepage's core task was to help visitors, through the browsing experience itself, distinguish on their own which one they need. Rather than rushing to introduce features, the homepage first uses two scene images to ask the right question: Is it during transit? Or in a warehouse?
Simplifying complex operations, presenting them through visuals
Letting "easy to get started" run through the entire page
Behind CoTag Connect is actually a multi-layer architecture — devices, a Gateway, a cloud dashboard — and if you explain it straight, it easily becomes a stack of technical jargon that puts people off.
We broke the whole process down into a few steps, walked through each one with simple icons: install, connect, view data. The goal wasn't to make visitors understand the technical principles — it was to make them feel, "this doesn't seem hard to use," and build confidence in the product first.
Every concern in cold-chain operations
Gocochain has it covered
The client was well aware that there are many companies doing cold-chain monitoring, and competing purely on spec very easily becomes an arms race. What they cared about more was whether visitors might leave without understanding — or decide the brand didn't feel professional or trustworthy enough.
So the entire design logic of the site was built around solving two things first: "doesn't understand" and "doesn't trust." Specifications moved to the background; the front of the page always leads with "what is your situation, and how can we help."
