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Website Revamp
ASA Alloys is a Canadian metals service center specializing in the distribution of aluminum and stainless steel products. With over 400,000 square feet of warehouse space and a nationwide network of distribution centers, they offer a comprehensive inventory of bars, sheets, plates, and shapes. Their commitment to fast order turnaround and value-added services positions them as a reliable partner for various industries.
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Project duration:
4 weeks
My role:
UX Designer, leading UI Design
Tools used:
Figma, Lightroom, Illustrator, Zeplin and Bugherd
Problem Statement
Problem Statement
Their website struggled with outdated visuals and limited user-friendliness, making it difficult for customers to explore products and services efficiently.
The Goal
The Goal
Create an intuitive, visually appealing digital experience that reflects their commitment to service excellence and vast inventory capabilities.
My Responsibilities
My Responsibilities
Conducted UX audits and competitive analysis, incorporated corporate colors and industrial aesthetics to build trust and professionalism in designed high-fidelity prototypes, implemented responsive UI designs for web and mobile.
Project Summary
Project Summary
The ASA Alloys website redesign transformed their digital presence, offering a user-centric, aesthetically cohesive platform tailored to their industrial audience. The revamped site now serves as a powerful sales tool, driving leads and engagement while showcasing their industry-leading capabilities to industry professionals, manufacturers, and engineers seeking high-quality materials.
Project Results
Project Results
- Quote request clicks increased by 52% after restructuring product category navigation and simplifying the top-level menu. (Google Analytics Event tracking)
- Bounce rate reduced by 34% on material-specific landing pages. (GA4 page insights)
- +70% improvement in load times due to optimized image delivery and minimal component redesign. (Measured via Google Lighthouse)
- 3x more scroll engagement detected on product pages after adding accordion specs and sticky CTAs. (Clarity or Hotjar scroll maps)
- Users were able to complete product inquiries in under 2 minutes (previously ~4), based on session replays. (Clarity session insights)
Up next
Up next
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