Neundorfer

Redesigning the User Experience for an Electrostatic Precipitator Specialist

The Neundorfer project was a comprehensive website redesign, building on years of collaboration on their marketing strategies. The client sought to refresh their digital presence and improve the overall user experience. As a key contributor, I led the redesign effort by employing our established website redesign framework, which we tailored to meet Neundorfer’s specific needs and objectives.

Client
VividFront-Neundorfer

Role
Lead UX/UI Designer

Year
2024

The Problem

The client's website presented significant usability challenges due to poor organization, which hindered users from easily locating the information they sought. This disjointed structure led to user frustration and an increased abandonment rate. Additionally, the site’s outdated design no longer aligned with the client’s brand image, detracting from user trust and engagement. A critical issue also emerged in the site’s communication functionality, as users experienced difficulties when attempting to contact the client, resulting in missed business opportunities and decreased lead generation.

Objectives

The primary objective of the project was to redesign the website to provide a more seamless and intuitive user experience. By reorganizing the site’s structure and improving navigation, we aimed to make it easier for users to quickly access key information. Another important goal was to modernize the design, aligning it with current industry trends and better representing the client’s brand identity. Lastly, we sought to resolve the issues surrounding user communication by improving contact functionality, ensuring that users could effortlessly reach the experts at Neundorfer, thereby increasing lead generation and fostering the company’s growth. We also identified an opportunity for Neundorfer to become an expert in the field through their thought leadership. This became an important part of the sites structure.

The Process

One of the primary challenges of this project was strategically organizing the website’s pages and content to enhance usability. To tackle this, we first gained an in-depth understanding of Neundorfer’s diverse product and service offerings. This involved close collaboration with the client and conducting extensive market research, which informed our development of an optimized content structure that became the foundation for our wireframing and design process.

The Design

During the user research and testing phase, it became evident that while Neundorfer had not yet established itself as a thought leader in the industry, the blog was a key driver of site traffic. A significant portion of users were arriving through blog content, yet there was no clear strategy in place to guide them to other relevant areas of the site. As the lead UX designer, I analyzed these findings and worked to optimize user flows, ensuring that visitors who landed on blog pages were directed to pertinent product or service offerings, thereby enhancing the site’s overall navigability and business impact.

Furthermore, it was observed that key stakeholders were frequently searching for products and services that had been discontinued. Acknowledging the importance of these legacy offerings to Neundorfer’s reputation and relationships, I strategically incorporated them into the site’s architecture. We ensured that current products and services were prominently featured and easily accessible, while also providing clear pathways for inquiries regarding discontinued items. This not only improved user satisfaction but also reinforced Neundorfer’s positioning as a thought leader by providing a more cohesive and informative user experience.

By leveraging data-driven insights, I was able to make informed decisions that aligned the website with both user needs and business goals, ultimately improving user engagement and positioning Neundorfer as an authoritative voice within their industry.

Results

The website redesign was coordinated alongside a strategic marketing campaign to drive new leads.

138

Qualified Leads

109%

Increase in Qualified Lead Results

$65

Cost Per Lead

47%

Reduction in Cost Per Lead

Next
Next

The Sis Kiss