UX Case-study
UX Case-study
UX Case-study
Industrial Manufacturing & Mining
Industrial Manufacturing & Mining
Industrial Manufacturing & Mining
New website experience for IMFA
New website experience for IMFA
New website experience for IMFA
We helped with crafting the user experience and user interface design for the IMFA website.
We helped with crafting the user experience and user interface design for the IMFA website.
We helped with crafting the user experience and user interface design for the IMFA website.
The Client
The Client
The Client
Indian Metals & Ferro Alloys Ltd. (IMFA), India’s leading integrated producer of ferro alloys, had been operating with a legacy website that hadn’t seen a major update in over a decade. The design language was reminiscent of the early 90s, lacking clear user flows, intuitive navigation, and modern digital sensibilities.
Despite being a powerhouse in the industrial manufacturing and mining sector, IMFA’s digital presence didn’t reflect its industry leadership, innovation, or rich legacy. Their primary audience of global market leaders, investors, and stakeholders were left navigating a website that didn’t do justice to the scale and vision of the brand.
That’s where we came in. IMFA needed more than just a visual upgrade. They wanted a digital experience that felt modern, credible, and distinctly Indian. The new website had to be user-friendly, highlight the company’s world-class solutions, and tell the story of its contribution to India’s industrial growth in a compelling and accessible way.
Indian Metals & Ferro Alloys Ltd. (IMFA), India’s leading integrated producer of ferro alloys, had been operating with a legacy website that hadn’t seen a major update in over a decade. The design language was reminiscent of the early 90s, lacking clear user flows, intuitive navigation, and modern digital sensibilities.
Despite being a powerhouse in the industrial manufacturing and mining sector, IMFA’s digital presence didn’t reflect its industry leadership, innovation, or rich legacy. Their primary audience of global market leaders, investors, and stakeholders were left navigating a website that didn’t do justice to the scale and vision of the brand.
That’s where we came in. IMFA needed more than just a visual upgrade. They wanted a digital experience that felt modern, credible, and distinctly Indian. The new website had to be user-friendly, highlight the company’s world-class solutions, and tell the story of its contribution to India’s industrial growth in a compelling and accessible way.
Indian Metals & Ferro Alloys Ltd. (IMFA), India’s leading integrated producer of ferro alloys, had been operating with a legacy website that hadn’t seen a major update in over a decade. The design language was reminiscent of the early 90s, lacking clear user flows, intuitive navigation, and modern digital sensibilities.
Despite being a powerhouse in the industrial manufacturing and mining sector, IMFA’s digital presence didn’t reflect its industry leadership, innovation, or rich legacy. Their primary audience of global market leaders, investors, and stakeholders were left navigating a website that didn’t do justice to the scale and vision of the brand.
That’s where we came in. IMFA needed more than just a visual upgrade. They wanted a digital experience that felt modern, credible, and distinctly Indian. The new website had to be user-friendly, highlight the company’s world-class solutions, and tell the story of its contribution to India’s industrial growth in a compelling and accessible way.
How did I help?
How did I help?
How did I help?
While the existing website served as a reference, it was clear that we needed to start from scratch to truly modernise IMFA’s digital presence. I led the end-to-end redesign beginning with defining user journeys that prioritised clarity, ease of navigation, and a seamless experience for a diverse set of users, including global stakeholders and investors.
From there, I crafted a comprehensive sitemap to restructure the content in a more logical and accessible way. We built a modern, scalable design system that not only addressed key usability issues but also reflected IMFA’s legacy, leadership, and forward-thinking approach. Every decision was made to turn pain points into purposeful design solutions creating a digital experience as strong and refined as the brand itself.
While the existing website served as a reference, it was clear that we needed to start from scratch to truly modernise IMFA’s digital presence. I led the end-to-end redesign beginning with defining user journeys that prioritised clarity, ease of navigation, and a seamless experience for a diverse set of users, including global stakeholders and investors.
From there, I crafted a comprehensive sitemap to restructure the content in a more logical and accessible way. We built a modern, scalable design system that not only addressed key usability issues but also reflected IMFA’s legacy, leadership, and forward-thinking approach. Every decision was made to turn pain points into purposeful design solutions creating a digital experience as strong and refined as the brand itself.
While the existing website served as a reference, it was clear that we needed to start from scratch to truly modernise IMFA’s digital presence. I led the end-to-end redesign beginning with defining user journeys that prioritised clarity, ease of navigation, and a seamless experience for a diverse set of users, including global stakeholders and investors.
From there, I crafted a comprehensive sitemap to restructure the content in a more logical and accessible way. We built a modern, scalable design system that not only addressed key usability issues but also reflected IMFA’s legacy, leadership, and forward-thinking approach. Every decision was made to turn pain points into purposeful design solutions creating a digital experience as strong and refined as the brand itself.
The Process
Discovery
Requirement Gathering
Gap Understanding from the brand team
Secondary Research
Define
Heuristic Evaluation
Competitors Analysis
GA + Heatmap Analysis
Ideate
Information Architecture
Lo-Fi Wireframes
Hi-Fi Wireframes
Design
Measured the data
Optimised the design
Visual Design
Testing
User Testing
A/B Testing
Launch
The Process
Discovery
Requirement Gathering
Gap Understanding from the brand team
Secondary Research
Define
Heuristic Evaluation
Competitors Analysis
GA + Heatmap Analysis
Ideate
Information Architecture
Lo-Fi Wireframes
Hi-Fi Wireframes
Design
Measured the data
Optimised the design
Visual Design
Testing
User Testing
A/B Testing
Launch
The Process
Discovery
Requirement Gathering
Gap Understanding from the brand team
Secondary Research
Define
Heuristic Evaluation
Competitors Analysis
GA + Heatmap Analysis
Ideate
Information Architecture
Lo-Fi Wireframes
Hi-Fi Wireframes
Design
Measured the data
Optimised the design
Visual Design
Testing
User Testing
A/B Testing
Launch
The Process
Discovery
Requirement Gathering
Gap Understanding from the brand team
Secondary Research
Define
Heuristic Evaluation
Competitors Analysis
GA + Heatmap Analysis
Ideate
Information Architecture
Lo-Fi Wireframes
Hi-Fi Wireframes
Design
Measured the data
Optimised the design
Visual Design
Testing
User Testing
A/B Testing
Launch
The Process
Discovery
Requirement Gathering
Gap Understanding from the brand team
Secondary Research
Define
Heuristic Evaluation
Competitors Analysis
GA + Heatmap Analysis
Ideate
Information Architecture
Lo-Fi Wireframes
Hi-Fi Wireframes
Design
Measured the data
Optimised the design
Visual Design
Testing
User Testing
A/B Testing
Launch
The Approach
The Approach
The Approach
The Approach
01
HEURISTICS & COMPETITOR ANALYSIS
HEURISTICS & COMPETITOR ANALYSIS
Cognitive analysis
Cognitive analysis
Identifying the existing and competitor insights into user interaction (Google analytics, heatmaps)
Identifying the existing and competitor insights into user interaction (Google analytics, heatmaps)
02
BEHAVIOURAL ANALYSIS
BEHAVIOURAL ANALYSIS
Behavioural Analysis
Behavioural Analysis
Measured and analysed visitor behaviour analysis across multiple touch points from visit to conversion.
Measured and analysed visitor behaviour analysis across multiple touch points from visit to conversion.
03
MEASURE & OPTIMISE
MEASURE & OPTIMISE
Iterate and test
Iterate and test
Measure and optimise the design based on the analysis followed by testing.
Measure and optimise the design based on the analysis followed by testing.
Wireframes
Wireframes
Once the UX strategy was in place, my team translated the vision into high-fidelity wireframes and brought them to life through an interactive, clickable prototype.
Once the UX strategy was in place, my team translated the vision into high-fidelity wireframes and brought them to life through an interactive, clickable prototype.
Putting it all together.
Putting it all together.
After completing the high-fidelity wireframes and securing approval on the wireframes, we progressed to developing the style guides and diving into the visual design phase. This allowed us to define the aesthetic direction and translate the structural blueprints into engaging, branded interfaces.
After completing the high-fidelity wireframes and securing approval on the wireframes, we progressed to developing the style guides and diving into the visual design phase. This allowed us to define the aesthetic direction and translate the structural blueprints into engaging, branded interfaces.
The Result
The Result
Over the six-week collaboration, we thoroughly analyzed competitors, explored diverse visual directions for the brand and website, developed a clear information architecture, and designed multiple page templates. The IMFA team’s active involvement and valuable insights were instrumental in navigating the complexities of big data analysis, leading to a successful and well-informed outcome.
Over the six-week collaboration, we thoroughly analyzed competitors, explored diverse visual directions for the brand and website, developed a clear information architecture, and designed multiple page templates. The IMFA team’s active involvement and valuable insights were instrumental in navigating the complexities of big data analysis, leading to a successful and well-informed outcome.
Other Work
Other Work
Other Work
