A digital platform that streamlines buying steel products

Experience Design

The Client

The client is one of the world’s leading steel producers, with a rich legacy of over a century. Steel production capacity of approximately 27.5 million tonnes per annum (MnTPA) as on 31 March 2017. The company has manufacturing units in 26 countries and a commercial presence in over 50 countries.

The Problem

How might we restructure & combine two websites in one to make it easier for stakeholders to obtain information?

Redefining the Problem

Less intuitive actions leading to frustration
Navigation on the platform is challenging for users.
Difficulty in finding related information & summarised data on the product page.
Lost sales – hindering growth and success.

The Solution

By offering a comprehensive perspective which gathed summarised data on a single page, We improved the website’s usability and navigational structure.

How did we solve it?

There are 15 sections in the top navigation bar. We have narrowed it down to 6 so that we can keep the user’s attention.
We have added Social Proof, such as customer reviews and testimonials, which can help potential consumers create trust and enhance conversions.
We have Improved the Navigation by simplifying the menu structure, using clear and concise labels, including a search bar.

Target Audience

The website’s primary audience would be consumers, sellers, and other stakeholders interested in the products and services.

The platform is specifically designed to fulfill the needs of industries like construction, infrastructure, automotive, general engineering, and packaging. As a result, the target audience would include individuals and businesses associated in these industries who are interested in purchasing or utilising one of four products or services.

Responsive Design

Responsive design is a web design strategy in which the interface adapts to the layout of the device, enabling usability, navigation, and information searching. Responsiveness automatically adjust the design to the browser space to maintain content consistency across devices, and design components are scaled in relative units.

Attract a larger audience: mobile devices are currently used by more people to access the internet.

Save time and development resources by focusing designers and developers on a single design version.

Boost your SEO since search engines reward mobile-friendly websites with higher search rankings.

While there is simply way to change guidelines to match different design elements, ensure branding and design consistency across devices.

Visual Design

Consistency: All visual design aspects in a product or service should be the same. This produces a unified and professional appearance while assisting users in understanding how to engage with the product.

Clarity: By giving users clear visual signals and feedback, visual design make it easier for users to comprehend how to utilise the product or service. Using the right typeface, colour, and visuals can help make material easier to read and comprehend.

Accessibility: The design should take accessibility for users with disabilities into account by using high contrast colours and offering alternative language for images, among other things.  Branding: The visual design of a product or service should represent its brand identity. This implies applying brand-consistent typography, visuals, and colours.

User testing: To make sure that visual design matches users’ requirements and expectations, it should be tested with actual users. User testing can assist pinpoint design flaws so that the final product better matches user needs.