Brand Development/Graphic Design/Integrated Marketing/Mobile/Web Applications

A toolkit to fill the sales pipeline


James Hardie Pipes offer a product line catering for a range of end applications; installation requires technical system design and development knowledge and careful planning, driven by strict building standards. James Hardie identified an opportunity to leverage this by providing existing and potential customers with an online resource for all of their planning and project needs. They approached JSA to help plan and deliver this innovative, online, customer experience.




System Design & Development

JSA took a user-centred design approach by firstly considering the different types of customer and their requisite content needs. We planned a personalised user experience for each customer, where relevant content was recommended based on their own preferences.   

JSA started by drafting a rough set of wireframes to prototype the application. Mapping out a range of features for inclusion we started to design how these features might work as part of a user interface. 

A range of online project calculators were developed. Pipeload, a complex calculation that references a number of different Australian Standards to advise on required pipe classification, is the first online tool of it’s kind. 

Other features include video tutorials, downloadable documents and CAD resources. Content within each section is displayed in a prioritised order based on the individual’s preferences and a global tagging system allows users to easily navigate to relevant content. Users are also able to add content to a Favourites list for a personalised, aggregated view of content from across the system.

The system was also connected to online CRM and marketing automation platform Hubspot to store and track user registrations and behaviour and help generate new sales leads for the organisation.


As part of the launch strategy for PipeKit and to ensure the application resonated with the target audience JSA delivered a brand positioning strategy.

The name PipeKit was developed and the tagline ‘Smarter All Round’ created to underpin the value proposition of the application. The ‘Smarter All Round’ positioning emphasised how the customer benefited in a number ways - simpler project management, immediate access to learning and resources, remote access via mobile devices. This messaging was used to underpin all launch activity including press advertising, email campaigns and industry events.



“ JSA took a very conceptual idea and ran with it. They evolved our thinking to deliver a personalised, intuitive and engaging digital resource for our customers. We’re very excited about the potential of PipeKit for both data acquisition and pipeline growth. ”

Jesper Jensen

General Manager
James Hardie

Project Features

  • User centred design process
  • Content management system
  • Online calculators
  • Video tutorials
  • Downloadable CAD files
  • Document repository
  • Industry first online Pipeload calculator
  • User registration & management
  • Personalised user view
  • Hubspot integration
  • Fully mobile responsive
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