Acerotam

Web Redesign UI/UX & Web Design

April, 2024

Role/Services

Web Design UI/UX

Client

Acerotam, Designed at PROINTERNET

Category & Year

Project Overview

Acerotam is a steel products company. this project involved the redesign and front-end development of their website to improve usability, clarify the information structure, and optimize the quotation request process.

I worked as ui/ux designer and front-end developer, being responsible for the full process from experience design and visual interface to implementation using html, css, and javascript. This allowed me to ensure design decisions were executed accurately and consistently in the final product.

Problem

The previous website lacked a clear information hierarchy, making it difficult for users to find products and understand how to request a quotation. This resulted in friction throughout the user journey and reduced overall usability.

Goals

Simplify navigation and information architecture
Improve product exploration and discoverability
Clearly highlight quotation-related calls to action
Design a clean and professional interface aligned with the industrial sector
Implement the design ensuring responsiveness, consistency, and performance

Research

Research was conducted primarily through competitive benchmarking of similar steel and industrial websites to identify common ux patterns, navigation structures, and quotation flows.

Key insights

Clear product categorization improves usability
Quotation requests should be treated as a primary action
Familiar navigation patterns reduce friction
Structured content improves readability and scannability

User assumptions

Users visit the site with a clear intent (product search or quotation)
Buyers and technical profiles value clarity and efficiency
Users expect fast access to relevant information
The experience must work well across desktop and mobile

Main user flow

The experience guides users to:

Find the product they need
Review relevant product information
Request a quotation with minimal steps

UX & UI decisions

Content organized into clear and logical categories
Strong visual hierarchy to guide key actions
Consistent navigation and call-to-action placement
Sober color palette and readable typography aligned with the industry
Structured layouts to support technical content

Outcome

The final result is a clear and user-centered website focused on usability and conversion, providing a solid and scalable foundation for future improvements.