Drawing from research insights and identified usability pain points, I structured the redesign around clear user-centered principles and iterative validation. I began by developing actionable personas and mapping revised user flows that prioritized simplicity and streamlined access to key features. Initial concepts were represented as low-fidelity sketches, progressing to high-fidelity prototypes that were repeatedly tested and refined with both users and stakeholders.

Throughout the process, I closely collaborated with the client to ensure the final product authentically reflected their brand vision and unique preferences. I actively infused client feedback and taste into key design decisions—from color palette adjustments to the presentation style of product information. At the same time, I provided professional guidance on best practices for user experience, proposing several enhancements to visual hierarchy and navigation structure. While some of these suggestions were embraced, others were set aside in favor of aligning with the client’s established brand identity and business priorities.

The solution focused on delivering a conversion-optimized, easy-to-navigate website experience:

• Clear visual hierarchy: The design is anchored by a strong hero section that immediately communicates Irsa’s main value, while a concise and intuitive menu directs B2B buyers to the most critical sections.

• Simplified navigation: Every menu item and navigational path is optimized for quick access, reducing confusion and friction throughout the user journey.

• Trust signals: Key benefit icons such as “Customer Satisfaction,” “Product Guarantee,” and “On-time Delivery” are interwoven with well-placed CTAs for expert consultation, visibly building credibility on every page.

• Organized product pages: Immersive product renders are paired with detailed feature specifications, both in bulleted highlights and structured tables, while options for catalog downloads and direct contact are never more than one click away.

• Consistent branding: The cohesive visual identity is shaped by a harmonized color palette, modern fonts, and a unified design system—presenting Irsa as a confident and professional partner.

The revamped visual language amplifies these strengths through:

• Ample white space and thoughtful grouping, making content easily scannable and reducing cognitive overload.

• Prominent product imagery and clean iconography that reinforce key value propositions and visually guide users.

• High-contrast text and clear call-to-action buttons to encourage meaningful user engagement.

• Partnership and credibility signals, visually integrating Irsa’s trusted partners and making support channels obvious.

• A streamlined, unified footer that includes essential contact information and bolsters the brand’s authority.

By continually iterating on these elements based on feedback and rigorous usability testing, the final design ensures not only a seamless user experience but also tangible improvements in visitor engagement and conversion opportunities.