Embedded Files
Website Redesgin
Ulbrinox is a leading provider of stainless steel and aluminum solutions, specializing in a wide array of high-quality alloys such as ferritic, austenitic, and martensitic grades. Operating in Mexico since 1997 as a division of Ulbrich Stainless Steels & Special Metals, they offer over 95 years of expertise in the metallurgical industry.
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Project duration:
Phase One 6 weeks - Phase Two 10 weeks
My role:
UX Designer, leading UI Design
Tools used:
Figma, Lightroom, Illustrator, Zeplin and Bugherd
Problem Statement
Problem Statement
The website lacked modern design elements and some landings, where parched up without respecting brand guidelines. Also, there was a plan to include more landings to add context and target new industries.
The Goal
The Goal
To create a user-centric responsive website showcasing their vast product catalog and streamlining the quotation for industries such as automotive, electronics, and construction in Latin America.
My Responsibilities
My Responsibilities
Conducted user research to define personas and pain points, leveraged modern UI elements, clean typography, and product imagery to improve readability and brand perception within brand guidelines.
Project Summary
Project Summary
The redesign of Ulbrinox’s website transformed a traditional, outdated platform into a user-friendly, visually appealing digital experience. By aligning with industry standards and focusing on the needs of their B2B audience, the new design not only showcases their extensive product range but also positions Ulbrinox as a leader in metallurgical solutions.
This project was made into two different phases, one starting in 2023 and involving fixing urgent visuals such as the sites that were parched up and adding up key general landings for a better indexability. The second phase, is active at the moment, focusing on new designs for their principal landings and increasing details for the industries they are targeting.
Project Results
Project Results
- Conversion rate for quote requests increased by 47% post-launch. (Measured through CRM lead capture integration and Google Events)
- +41% more mobile users completed product inquiries after responsive layout enhancements. (Tracked via GA4 device breakdown reports)
- Bounce rate on mobile dropped from 62% to 33%, showing better retention and readability. (Google Analytics segment comparison)
- Improved SEO score (PageSpeed Insights) from 65 to 88, helping search discoverability. (Tracked via Google Lighthouse and SEO audit tools)
- Key product pages showed 2x more engagement with dynamic filtering and sticky navigation. (Measured via Clarity heatmaps and scroll depth analytics)
Up next
Up next
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