The Brief

With a recently completed organisational restructure, Infrastructure Products Australia needed its new website to combine and showcase products and services from what were originally run as separate brands: Aus Pits, Cubis Systems and Filoform.

This was an opportunity to build and launch an industry-leading website that showcased entire product ranges and combination possibilities, enabling cross-selling and custom product enquiries.

TCW was tasked with creating a unique UX, designed to help prospective customers find solutions that could come from IPA’s huge range of products. TCW was also tasked with building a complex custom integration with a Salesforce CRM instance.


TCW undertook and completed a detailed process starting from UX audit and strategy, interface design through to front and backend development. TCW delivered a best-in-class website that brings the huge range of brands and products under one roof, making it extremely simple to browse the entire range. The website has since become a consistent driver of leads and conversions with the enablement of cross-selling and offering of customised solutions. TCW developed an integration with Commerce Cloud and Salesforce to seamlessly link product information and lead generation.