Problematic
The problem and its relevance
Mac Master, a B2B company, needed a redesign of its website, which wasn't optimized for lead generation, hindering the purchasing process for its professional clients.
Objective
The objective of this research is to redesign the user experience and interface of the Mac Master website, with the aim of optimizing it for lead generation and direct contact with professional clients through channels such as WhatsApp.
Methodology of the research process
The goal of this phase was to go beyond assumptions and understand the industrial user of Mac Master.
As a freelance UI/UX designer, I understand that it's not always possible to conduct a comprehensive research study with surveys and interviews. Therefore, I adopted a pragmatic and efficient methodology, focused on quickly gaining valuable insights. My goal was to go beyond assumptions and base my decisions on an analysis of the niche, the user, and the competition.
The process included:
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Understanding the profile of the professional user who purchases industrial products. |
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Evaluating Mac Master's current website (https://macmaster.co/) based on usability principles. |
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Comparing Mac Master's user experience with that of a leading competitor, Grainger (https://www.grainger.com/). |
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Consolidating assumptions and business knowledge into a user profile to guide the design. |
Niche and User Analysis
For this project, my key user is not a casual shopper, but a professional or technician looking for a specific solution. Their time is valuable, and their main motivation is to efficiently find the right product to solve a problem in their job.
Benchmarking UX
Competitor analysis
To identify opportunities for improvement, I analyzed the strengths of a direct competitor like Grainger and compared them to Mac Master's current state.
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Mac Master https://macmaster.co/ | Grainger https://www.grainger.com/ |
Key findings from Grainger
Grainger is a leader in the industry, and its website is optimized for B2B users who make large-scale purchases.
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The site is structured for a professional user. The product categories are deep and the filters are robust. |
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The product pages contain all the technical information the user needs: specifications, safety data sheets, and manuals. |
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The site is optimized for direct online sales, making it easy to create product listings and manage large orders. |
Benchmarking Conclusion
While Grainger focuses on user efficiency and autonomy through a feature-rich and data-rich website, Mac Master has the opportunity to evolve its platform from a product showcase to a functional lead generation tool, taking cues from the wealth of information and professional-user-oriented features found on its competitor's site.
Empathy Map
Key User: The technical professional
What they hear |
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Jargons and technicak terms specific to your industry (e.g.,hardware, resins, abrasives). |
What they see |
Extensive and sometimes confusing product catalogs on competitor's websites. |
What they say and do |
They buy based on quality, availability, and trust in the supplier, rather than the lowest price. |
What they feel |
Frustration when they can't quickly find what they need |
Prototyping: From idea to visual solution
Once I defined the problem and generated solution ideas, the next step was to bring them to life through a working prototype. The goal of this phase was to transform the ideas from the ideation phase into a first, navigable and tangible version that could serve as a basis for future user validation.
Solution Focus
Based on the research, the prototype focused on three key pillars to solve the identified problems:
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I redesigned the site architecture so that the user, the technical professional, could easily find product information and contact details, without unnecessary friction. |
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Calls to Actions (CTAs) for direct contact via WhatsApp were prioritized. The contact button is visible on all pages and is strategically placed to facilitate the first step of conversion. |
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The interface design focused on displaying clear and professional information, highlighting the company's services, areas of expertise, and track record to build credibility from the start. |
