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.