Corporate website
– Manufacturing industry company
Timeline: 1.5+ years
Complete redesign of the corporate website of a leading manufacturing industry company, with the goal of strengthening the online presence, generating qualified leads and offering customers useful digital tools — from product exploration and configuration to service and support.
My role and responsibilities
As UX/UI design lead on the project, I guided the design work across research, definition and delivery, collaborating daily with the product owner, business analysts and developers to translate business goals and user needs into a coherent digital experience.
- UX/UI Design Lead
- User research
- Personas & journeys
- Information architecture
- UI design & dev support
Approach and methodologies
- Design thinking
- Competitive analysis
- Personas
- User journeys
- IA
Interviews and competitor analysis
We conducted interviews with end customers and internal stakeholders to understand needs, expectations and pain-points, and combined the findings with a competitor analysis to identify best practices and opportunities to differentiate the digital experience.
Personas
The insights collected were consolidated into a set of personas representing the key customer groups, each with specific goals, behaviours and expectations towards the company and its digital touchpoints.
User journeys
For each persona we mapped the as-is and to-be user journeys, highlighting pain-points in the current experience and opportunities that the new website could offer to better support customers along their decision process.
All the artefacts produced in the research phase became a shared reference for design decisions, prioritisation and stakeholder alignment throughout the project.
End product interactive guide
An interactive guide helps customers identify the right end product for their needs, step by step, directly from their smartphone.
Service / upgrade guide
A dedicated guide supports existing customers in choosing the right service or upgrade package for the machines they already own.
Benefits & costs calculator
The calculator allows prospects to estimate benefits and costs of a new machine, building a concrete business case for their investment.
Request a sample
Users can request a material sample in a few taps, experiencing the product quality first-hand before committing to a purchase.
Request a demo
A streamlined flow to book a demo with the sales team, reducing friction in one of the most valuable conversion points of the website.
Product comparison
Customers can compare machines side by side, evaluating technical specifications and features to find the best fit for their production needs.
Product configurator
The configurator lets customers customise a machine with options and accessories, and request a tailored quote for the exact configuration.
Information architecture
The website content was reorganised into a new information architecture, designed around the personas' goals: clearer product navigation, dedicated areas for services and support, and conversion paths tailored to each customer group.
