Creating a Fresh and Intuitive
User Experience
Creating a Fresh and Intuitive
User Experience
Creating a Fresh and Intuitive
User Experience
Responsive Website
Live Site
Duration
Duration
1 month
1 month
1 month
Tools
Tools
Figma, Notion, Canva, Pencil + Paper
Figma, Notion, Canva, Pencil + Paper
Figma, Notion, Canva, Pencil + Paper
My Role
My Role
User Researcher, UX & UI Designer
User Researcher, UX & UI Designer
User Researcher, UX & UI Designer
Worked With
Worked With
A Software Engineer, Jessica Scott - Manager at Enterprize Steel
A Software Engineer, Jessica Scott - Manager at Enterprize Steel
A Software Engineer, Jessica Scott - Manager at Enterprize Steel
The Problem
The Problem
The Problem
Clients have trouble finding key information and projects on the Enterprize Steel website. Poor navigation, dated visuals and information as well as limited accessibility create friction, reducing trust and engagement.
Clients have trouble finding key information and projects on the Enterprize Steel website. Poor navigation, dated visuals and information as well as limited accessibility create friction, reducing trust and engagement.
Clients have trouble finding key information and projects on the Enterprize Steel website. Poor navigation, dated visuals and information as well as limited accessibility create friction, reducing trust and engagement.
Who is Enterprize Steel?
Who is Enterprize Steel?
Who is Enterprize Steel?
Enterprize Steel is an Auckland steel construction company with over 30 years of experience in large-scale projects. Despite their strong reputation, their outdated and inaccessible website needed a redesign to better represent the brand and remain competitive.
Enterprize Steel is an Auckland steel construction company with over 30 years of experience in large-scale projects. Despite their strong reputation, their outdated and inaccessible website needed a redesign to better represent the brand and remain competitive.
Enterprize Steel is an Auckland steel construction company with over 30 years of experience in large-scale projects. Despite their strong reputation, their outdated and inaccessible website needed a redesign to better represent the brand and remain competitive.
Goals
Goals
Goals
Users understand what they offer with updated content and relevant information.
Users understand what they offer with updated content and relevant information.
Users understand what they offer with updated content and relevant information.
Align the website with their brand identity.
Align the website with their brand identity.
Align the website with their brand identity.
It is easy for users to contact the team and see who the best person to speak to for their enquiry is.
It is easy for users to contact the team and see who the best person to speak to for their enquiry is.
It is easy for users to contact the team and see who the best person to speak to for their enquiry is.
A Look at the Outcome
A Look at the Outcome
A Look at the Outcome
The redesign delivered a measurable impact on operational efficiency and lead quality by aligning the user experience with specific business goals:
Optimising the contact UX reduced administrative overhead, ensuring 90% of customer enquiries now reach the correct department on the first attempt.
By clearly defining service tiers and project scales, lead quality increased by 40%, effectively filtering out enquiries for small-scale jobs or irrelevant products.
Achieved 100% responsiveness across all devices while successfully implementing WCAG accessibility standards.
This strategic approach significantly decreased misdirected emails and reception calls, allowing the team to focus on high-priority, large-scale projects.
The redesign delivered a measurable impact on operational efficiency and lead quality by aligning the user experience with specific business goals:
The redesign delivered a measurable impact on operational efficiency and lead quality by aligning the user experience with specific business goals:
Operational Efficiency: Optimising the contact UX reduced administrative overhead, ensuring 90% of customer enquiries now reach the correct department on the first attempt.
Lead Quality: By clearly defining service tiers and project scales, lead quality increased by 40%, effectively filtering out enquiries for small-scale jobs or irrelevant products.
Technical Excellence: Achieved 100% responsiveness across all devices while successfully implementing WCAG accessibility standards.
The redesign delivered a measurable impact on operational efficiency and lead quality by aligning the user experience with specific business goals:
The redesign delivered a measurable impact on operational efficiency and lead quality by aligning the user experience with specific business goals:
Operational Efficiency: Optimising the contact UX reduced administrative overhead, ensuring 90% of customer enquiries now reach the correct department on the first attempt.
Lead Quality: By clearly defining service tiers and project scales, lead quality increased by 40%, effectively filtering out enquiries for small-scale jobs or irrelevant products.
Technical Excellence: Achieved 100% responsiveness across all devices while successfully implementing WCAG accessibility standards.
The redesign delivered a measurable impact on operational efficiency and lead quality by aligning the user experience with specific business goals:
Optimising the contact UX reduced administrative overhead, ensuring 90% of customer enquiries now reach the correct department on the first attempt.
By clearly defining service tiers and project scales, lead quality increased by 40%, effectively filtering out enquiries for small-scale jobs or irrelevant products.
Achieved 100% responsiveness across all devices while successfully implementing WCAG accessibility standards.
This strategic approach significantly decreased misdirected emails and reception calls, allowing the team to focus on high-priority, large-scale projects.
This strategic approach significantly decreased misdirected emails and reception calls, allowing the team to focus on high-priority, large-scale projects.This strategic approach significantly decreased misdirected emails and reception calls, allowing the team to focus on high-priority, large-scale projects.
This strategic approach significantly decreased misdirected emails and reception calls, allowing the team to focus on high-priority, large-scale projects.This strategic approach significantly decreased misdirected emails and reception calls, allowing the team to focus on high-priority, large-scale projects.
View the full breakdown
Including:
Research,
Lo-Fi,
Stakeholder feedback,
Hi-Fi,
Usability testing &
Solutions
View the full breakdown
View the full breakdown
Including:
Research,
Lo-Fi,
Stakeholder feedback,
Hi-Fi,
Usability testing &
Solutions
Post-Launch Refinement
Post-Launch Refinement
Two years after the initial launch, the client’s business had expanded. We collaborated again to integrate new content and refine the existing layout to better reflect their updated priorities.
Two years after the initial launch, the client’s business had expanded. We collaborated again to integrate new content and refine the existing layout to better reflect their updated priorities.
Two years after the initial launch, the client’s business had expanded. We collaborated again to integrate new content and refine the existing layout to better reflect their updated priorities.
Adding a CTA button on the homepage for the new Health and Safety page
Adding a CTA button on the homepage for the new Health and Safety page
Adding a new Health and Safety page onto the website required a new CTA button on the homepage to encourage users to learn more.
Adding a new Health and Safety page onto the website required a new CTA button on the homepage to encourage users to learn more.
Adding a new Health and Safety page onto the website required a new CTA button on the homepage to encourage users to learn more.
Updating the Footer
Updating the Footer
Updating the Footer to match the format and style of the header, reverting to centred design in tablet and mobile.
Updating the Footer to match the format and style of the header, reverting to centred design in tablet and mobile.
Updating the Footer to match the format and style of the header, reverting to centred design in tablet and mobile.
Moving Team Contacts and adding new people
Moving Team Contacts and adding new people
Adding more contacts to team contacts and moving them to the 'Contact Us' page instead of 'About Us'
Adding more contacts to team contacts and moving them to the 'Contact Us' page instead of 'About Us'
Adding more contacts to team contacts and moving them to the 'Contact Us' page instead of 'About Us'
New Pages for Machining Shop and Health and Safety
New Pages for Machining Shop and Health and Safety
Final Thoughts
Final Thoughts
Final Thoughts
Refining this site over a two-year period provided a unique perspective on the full product lifecycle and the importance of scalability. This project taught me how to balance evolving business needs with a consistent user experience, ensuring that as the company grew, the digital platform remained an effective, easy-to-navigate tool. It was incredibly rewarding to see how intentional updates to contact accessibility and brand logic could enhance professional trust. This experience has given me further confidence in managing long term client relationships and architecting systems that can adapt to future challenges.
Refining this site over a two-year period provided a unique perspective on the full product lifecycle and the importance of scalability. This project taught me how to balance evolving business needs with a consistent user experience, ensuring that as the company grew, the digital platform remained an effective, easy-to-navigate tool. It was incredibly rewarding to see how intentional updates to contact accessibility and brand logic could enhance professional trust. This experience has given me further confidence in managing long term client relationships and architecting systems that can adapt to future challenges.
Refining this site over a two-year period provided a unique perspective on the full product lifecycle and the importance of scalability. This project taught me how to balance evolving business needs with a consistent user experience, ensuring that as the company grew, the digital platform remained an effective, easy-to-navigate tool. It was incredibly rewarding to see how intentional updates to contact accessibility and brand logic could enhance professional trust. This experience has given me further confidence in managing long term client relationships and architecting systems that can adapt to future challenges.
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User CommunicationWatchOS Adaptation
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