Reimagining SMT’s online presence to drive clarity, user engagement, and business growth
SMT Research is a technology company specializing in roof leak detection. Their existing website was outdated, not aligned with their brand identity, and lacked clarity in terms of user journey, content structure, and calls-to-action.
Objective:
Clarify Digiscan’s value story
Build trust with potential B2B customers
Create clear conversion pathways for both inquiries and purchases
INDUSTRY:
B2B Tech
YEAR:
2023
CLIENT:
SMT
EXPERIENCE:
WEB DESIGN DEVELOPMENT / USER RESEARCH / VISUAL DESIGN
Problem / Challenge
User confusion & poor navigation: Users (prospective clients, partners) reported difficulty finding relevant services, research outputs, and company information.
Brand mismatch: The old site didn’t reflect the company’s technical expertise, credibility, or modern approach.
Low conversion: There was no clear funnel for converting visitors into inquiries or leads.
Scalability issues: Content architecture could not accommodate future growth in marketing, team, and resources.
User Interviews to Identify Pain Points
I conducted interviews with coworkers and past clients to uncover major usability and messaging issues. Key problems surfaced:
Disorganized content made navigation confusing
The distinction between product and service offerings was unclear
There were no clear paths for different user goals (purchase vs inquiry)
User Goals
Clearly understand the product and service offerings
Feel confident and trust the brand
Seamlessly take action, whether purchasing or inquiring
Business Goals
Highlight Digiscan's technology and competitive advantage
Establish a user-friendly design to build trust and confidence
Improve user experience and calls-to-action to increase leads and boost website traffic
Optimized Navigation Framework
I redesigned the sitemap to support users with different intents : whether they were looking to make a purchase or simply inquire about services. I also simplified navigation labels and reorganized content so information is easier to find, and the path to action is clear.
Brand Consistency via Style Guide
I created a detailed style guide in Figma: typography, color palette, UI components, and design rules. This guide ensured visual consistency throughout the site and laid the foundation for future updates and design scalability.
Structuring Content with Low-Fidelity Wireframes
I started by creating low-fidelity wireframes to establish the layout and structure of each webpage, ensuring the content was organized in a clear and logical way These wireframes served as a blueprint for the design, allowing me to focus on the user flow and content hierarchy.
Implementing the new design
The finalized designs and assets were implemented on the Wix platform, where the site was hosted. I ran a social media campaign on LinkedIn and Instagram, repurposing content from the website to educate users, attract new traffic, and re-engage previous users.
Reflection + Results
The redesign delivered measurable improvements:
60% increase in website traffic within two months of launch
Significant rise in inquiries, both through the site’s contact form and on LinkedIn
Positive user feedback on improved navigation, clarity, and overall trust
Stronger brand perception: the new design reinforced SMT’s credibility and professionalism
Reflection:
This project taught me the importance of defining solutions based on clear evidence and user feedback. By identifying pain points and aligning the design with user needs, I was able to create a more intuitive experience that addressed the core issues. I also learned the value of a comprehensive style guide as a tool for communicating the brand’s identity. It not only helps elevates the user experience and increases the speed and efficiency of design and development.
Next Steps / Future Direction:
Collect more user feedback (through interviews or surveys) to validate usability and explore further refinement.
Expand the site with deeper content: case studies, technical resources, and white papers.
Evolve the design system with new components (e.g., data visualizations, publication modules) to support growing content.
