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UX Strategy & Service Design
Drago is a Mexican brand specializing in high-quality industrial kitchen equipment for professional foodservice sectors, including hotels, restaurants, cafeterias, food trucks, and commercial kitchens.
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Project duration:
1 week
My role:
UX Researcher
Tools used:
Google Analytics, Google Page Speed Insights, WCAG Guidelines, WAVE, Google Tag Manager
Opportunity
Opportunity
Despite having strong products and credibility in the professional market, the website’s digital experience was not fully optimized to support user understanding, product discovery, and conversion paths for a B2B audience.
These issues resulted in friction in decision-making, unclear next actions, and opportunities lost in early engagement.
Strategic Approach
Strategic Approach
I applied a UX/UI audit methodology focused on discovery, evaluation, and strategic optimization. Heuristic analysis of navigation, content clarity, and conversion elements. Content hierarchy evaluation, identifying gaps in clarity, scanning, and trust paths. Benchmarking against industrial B2B sites with strong conversion logic to align actionable recommendations and feature priorities.
Insights & recommendations
Insights & recommendations
The audit revealed a set of structural UX issues affecting discoverability, trust, and conversion:
Unclear mental model for users
The site does not clearly communicate how Drago sells its products (quotation, distributors, external partners), creating confusion early in the journey.Information hierarchy does not support fast scanning
Professional buyers need to quickly identify product categories, certifications, and next steps, but content density and layout slow decision-making.Conversion intent is fragmented
CTAs compete with each other and sometimes simulate e-commerce behavior that does not reflect the real purchase flow, increasing friction and drop-off.Trust signals are present but underleveraged
Certifications, client logos, and guarantees exist, but are not placed where users make decisions.Forms act as barriers instead of enablers
Long or generic forms increase effort and do not clearly match user intent (quote, support, distributor, contact).
Proposed Features
Proposed Features
Clarify the purchase model
Remove misleading cart and pricing elements
Add microcopy explaining where and how products are purchased
Align product CTAs to real actions: Request quote, Contact sales, Buy via distributor
Restructure information architecture
Simplify main navigation and footer with clear hierarchy
Prioritize product visibility and business-critical sections
Redesign CTAs and conversion hierarchy
Define primary, secondary, and tertiary CTAs
Standardize language, size, and placement across the site
Optimize product page experience
Organize technical specs and documentation into scannable sections
Strengthen trust through visibility
Add certification badges (NSF, ETL) near product content
Reinforce service, warranty, and support availability
Segment forms by intent
Create dedicated forms for quotation, distributors, support, and contact
Reduce required fields and clarify expected response
Use intent-specific CTAs to improve completion rates
Up next
Up next
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