Multiplex Website Redesign
Role
Product Designer
UX Researcher
Copywriter
Duration
May – October 2023
Client
GRIEGER CZ s.r.o.
GRIEGER CZ s.r.o. is a premier construction company based in Sukorady, within the scenic Mlada Boleslav region. The company are dedicated to delivering top-quality services, specialising in high-end windows, doors, aluminium pergolas, and shading solutions. By partnering with leading manufacturers, they ensure their clients receive exceptional products that combine durability and elegance. With a skilled team focused on craftsmanship, they are the trusted choice for both residential and commercial projects.
The client approached me with a challenge: to revitalise a website that was underperforming. It had a limited product range and faced technical issues that hindered user experience. Consequently, the site received very few inquiries and was buried on the 5th+ page of Google search results. Additionally, the graphic design did not align with the branding in marketing materials, failing to strengthen the brand’s identity.
The client’s main objective was to swiftly launch a website that showcased their product portfolio while maximising search engine performance. They sought to drive conversions through organic search without incurring extra advertising costs.
I created a timeline for a phased redesign, starting with an MVP. My approach focused on continuous testing and optimisation based on search results and user feedback, ensuring minimal further investment. The outcome was quite impressive, achieving top Google Search positions for key terms within three months and resulting in a significant increase in inquiries.
01/ Original Solution
I undertook an examination of the existing website’s content, identifying key areas that are primed for enhancement. Furthermore, I developed a comprehensive and innovative structure for the new site, ensuring it aligns with the users’ needs, specific needs of the business and the customer’s preferences.
Image: original solution to be redesigned
02/ The Research
Competitor Analysis
I conducted a focused framework analysis of the competition, emphasising user experience and search engine success. This study compared selected competitors in similar sectors within the same region. I concentrated on first impressions, user interactions, website visuals, content quality, and SEO effectiveness. This approach revealed opportunities for innovation and differentiation, enhancing user experience and strengthening brand connections.
Image: Competitors analysis for the new project (blurred to respect the client)
User Interviews
What work do the prospective clients request most often?
In which phase od the project do people request a supplier?
Which channels do they use to look for a supplier?
What are the bad expriences that put the prospective clients off?
What makes the prospective clients excited in general when communicating with a supplier?
What kind of information do the prospective clients look for on suppliers' websites?
What are the decision points for choosing a supplier?
Basic Keyword Analysis
I carried out a basic keyword analysis to find out the demand in the field of construction services and the distribution of windows of various materials and other products, such as doors, garage doors, shading technology and others. The goal of the analysis was to find keywords that are competitive and at the same time relevant to the client’s business and the geographic area in which the client operates.
03/ Drafting the Solution
Information Architecture
After thoroughly examining the entire range of products and suppliers, I crafted a comprehensive proposal for the website’s navigation and information architecture. This includes a well-structured layout for navigation, organised category pages, and detailed product pages to enhance user experience.
Wireframes
Drawing from the principles of information architecture and the strategic layout of content across various pages, I crafted a streamlined low-fidelity wireframes for the key sections and categories.
Image: Low-fidelity digital wireframes, basic pages
04/ The Design
Basic Style Guide
Image: Basic style guide for color and typography usage on the website
Final website
The website was launched gradually over the course of several months. The resulting design reflects the wireframes and the implementation of the style guide. The website consists of 60+ pages and will be further extended in the future, based on the business’ needs and new product offerings.
Image: Example pages based on wireframe
05/ Website performance
Technical Health – Core Web Vitals
After launch, Core Web Vitals showed good results for both desktop and mobile, which support both good user experience and search engine results.
Image: Results from Page Speed for desktop on the website (Performance 96, Accessibility 95, Best Practices 100, SEO 92)
Image: Results from Page Speed for mobile on the website (Performance 81, Accessibility 95, Best Practices 100, SEO 90)
Positions in Search Engines – Google
06/ Graphic Design
The addition of the website was the processing of some graphic materials for offline promotion. I created a double-sided flyer, a fence banner, a billboard nad other materials. In cooperation with another graphic designer, we created a 250+ page catalog for shading technology products.
Image: 250+ page catalog design
Image: Banner design – a tarpaulin on the fence as an advertisement
07/ Key Takeaways & What I learned
In comparison to the original site, the redesigned website stands out as a robust, informative platform that aligns seamlessly with the client’s brand identity. It not only drives demand but also secures prominent positions in search engine results. I view this project as a remarkable success, given its commercial viability and the vastly improved user experience it offers over the previous version.
I considered the undertaking quite challenging, particularly in terms of preparation and selecting the optimal strategy for implementation, especially since the website was launched in phases. Through effective organisation, clear communication with the client, and a steadfast commitment to our goals, I was able to fulfill all requirements. I am delighted that the website not only meets the specifications but also delivers the expected performance.