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Aemco is a company that’s providing coating and surface preparation across Saudi Arabia and the gulf, a business leader in their industry, they needed a complete revamp of their website. To make it supremely functional and convey the information in the best manner possible for their users.
The website was to display a large variety of heavy machinery, valued at six figures or more. Therefore, to influence user decision-making, information was to be the primary takeaway and the user journey was to end with an inquiry only. There was plenty of information to be shown across the pages, and it was crucial to organize it well and present only the relevant points in a direct way, that avoided any and all types of confusion for the users.
We designed the information flow to be such that it broke down data associated with each product to present it engagingly while also highlighting key features as the selling points. The UI was specifically organized to be clear and concise. We focused on ensuring that the system status was understood by the user easily. We chose to go with a minimalist design, with a clean structure, and a visual design that was strategically made to be in line with the corporate values. For the Landing page we adopted a simplistic approach to avoid any kind of cognitive overload for the users, making it user friendly and placing emphasis on exactly what Ameco was offering.
Our research involved determining the interactions of various types of users, varying in intent—users who browse, investigative users, users who conduct comparative analyses of products with that of competitors’. We built the design to target all the critical nodes of interactions of the personas we’d identified. The stakeholder interviews helped us determine who we were designing for and what their business goals regarding the revamp, assisted with a research of the international markets of this industry.
Improved Ease-of-use, Decluttered Interface, Improved user efficiency and flow, Better Functionality, Optimized Interface, Superior Consistency
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