About
The company engages in the wholesale of construction fasteners and tools to corporate clients. The objective was to improve key performance indicators, strengthen the brand's market position, reduce the workload on managers, and ensure visual consistency across the platform.
The project involved redesigning the main website, customer portal, proprietary brand websites, print materials, and social media assets.
Problem
The interface lacked the necessary level of usability and intuitiveness, leading to frequent client errors and calls to managers.
The UI did not account for the target audience's age and demographics. The absence of a design system and documentation also complicated ongoing work and handoff to development.
Early stages of development
I audited the existing platform, reviewed key user scenarios, and analyzed the target audience and current product metrics.
The audit defined priorities for the redesign: simplify navigation and key scenarios, make information easier to scan, adapt the interface to the core audience, and establish a consistent design system.
Together with the development team, these findings became technical requirements and a roadmap.
Homepage
Metrics and interviews revealed that many customers did not scroll through even 20–30% of the homepage because of questionable UI choices.
The redesign clarified brand positioning, promotions, and the company's extensive product range.
Design system
As the platform included a public website, customer account, and several internal scenarios, inconsistencies accumulated quickly. I introduced a shared system of components, states, and variables so new features could be designed and implemented without recreating patterns.
Personal account and functionality
Key B2B workflows were reorganized around recurring purchasing tasks, multiple organizations, approvals, favorites, filters, and order placement.
The updated flows help users identify what requires attention and complete routine actions with fewer unnecessary steps.
Fastener calculator
A built-in fastener calculator helps procurement specialists quickly estimate the total weight of hardware without leaving the platform.
The user selects parameters step by step while available options narrow based on previous choices.
Marketing
The redesign revealed inconsistencies outside the interface. I extended the new visual principles to social media, printed materials, and packaging to make the brand experience consistent across customer touchpoints.
Result
The redesigned platform supports the complete customer journey—from product discovery to managing orders, payments, and organizations.
Key B2B workflows became more transparent and connected, while the reusable design system helps the team develop new pages and features consistently.
