SNV Automation
Transforming B2B industrial website UX through strategic information architecture and content clarity
My Role
UX Designer
Research
Information Architecture
Content Strategy
Timeline
4 Months
Client Project
Tools
Figma
Miro
Google Analytics
Optimal Workshop
Impact
+38% Session Duration
Improved Navigation
Increased Conversions
Business Challenge
Constraints: Limited engineering bandwidth, legacy content structure, and the need to maintain technical accuracy while simplifying information.
SNV Automation is a B2B industrial company supplying automation and machine components to engineering and procurement teams across manufacturing industries. Their website served as a critical business touchpoint, generating leads and supporting sales conversations.
However, the existing digital experience was creating friction at every stage of the customer journey. Engineers and procurement managers struggled to quickly understand product offerings, navigate complex technical content, and complete essential tasks like product discovery and enquiry submission.
The company needed a UX transformation that improved usability and conversion without compromising technical depth and accuracy.
Users couldn't find what they needed
Complex product information without clear categorisation or logical hierarchy
Navigation didn't match mental models of how industrial users search for components
Dense technical content that was difficult to scan and digest quickly
Unclear enquiry paths making it harder to convert browsers into leads
UX transformation focused on findability and conversion
Redesigned information architecture aligned with user mental models
Implemented content strategy that reduced cognitive load
Created task-focused flows supporting key user journeys
Established scalable patterns for future content
Research & Analysis
I conducted comprehensive research to understand both business needs and user behaviors in the B2B industrial space
Stakeholder Interviews
8 internal stakeholders across sales, marketing, and technical teams
Analytics Analysis
6 months of user behavior data and conversion metrics
Competitive Analysis
15 competitor websites evaluated for UX patterns
Card Sorting
Remote card sorting with 12 target users to understand mental models
Key Research Insights
of users abandoned navigation after 3+ clicks without finding products
average time to find product category — 58% too long for B2B users
of sales enquiries came from confused users who couldn't find info online
Target Audience
Design Engineers
Primary Users · 45% of traffic
Goals: Find specific components quickly, compare technical specs, download CAD files
Pain Points: Need precise information fast, low tolerance for unclear navigation
Procurement Managers
Key Decision Makers · 35% of traffic
Goals: Evaluate suppliers, request quotes, verify certifications and compliance
Pain Points: Need to justify purchasing decisions with clear information
Maintenance Teams
Returning Users · 20% of traffic
Goals: Quickly reorder known parts, find replacement components
Pain Points: Under time pressure, need familiar navigation patterns
Industrial procurement professionals need a clear, efficient way to discover and evaluate automation components because the current website structure creates unnecessary friction that delays decision-making and reduces conversion rates.
UX Strategy
Based on research insights, I developed a three-pillar UX strategy focused on clarity, efficiency, and conversion optimization:
Information Architecture
Reorganized product taxonomy from supplier-centric categories into task-based groupings that match how engineers think about their needs
Result: Navigation depth reduced from 5 levels to 3, with 92% of products findable in 2 clicks
Content Strategy
Restructured all content using scannable headings, progressive disclosure, and frontloaded key information to reduce cognitive load
Result: Average time-on-page increased by 38% with improved comprehension
Conversion Optimization
Designed clear enquiry flows with strategically positioned CTAs at decision points, reducing friction in the lead generation funnel
Result: Enquiry form submissions increased by 47% in first 3 months
Navigation Transformation
Before: Supplier-Centric Structure
The original navigation was organized around internal business silos and product suppliers, forcing users to understand the company's internal structure before finding products.
Products → Supplier A → Category X → Subcategory Y → Product
❌ 5 clicks deep, unclear categories, high cognitive load
After: Task-Based Structure
Reorganized around user tasks and mental models discovered through card sorting, allowing engineers to think about what they're trying to accomplish rather than navigating arbitrary categories.
Motion Control → Linear Systems → Product
✓ 3 clicks maximum, intuitive categories, matches mental models
-40%
Navigation Depth
+156%
Product Page Views
92%
Findability Rate
-58%
Time to Product
Making Technical Content Scannable
B2B industrial users need to quickly extract critical information. I implemented a content strategy that prioritizes scannability while maintaining technical accuracy:
Progressive Disclosure
Organized content in layers: essential specs visible immediately, detailed technical data expandable, preventing information overload
Scannable Formatting
Replaced dense paragraphs with clear headings, bullet points, and data tables for quick information extraction
Visual Hierarchy
Established consistent typography and spacing to guide eye movement toward critical decision-making information
Action-Oriented CTAs
Positioned "Request Quote" and "Contact Sales" buttons at natural decision points throughout content
Content Principles Established
- Frontload key information — Most important specs and features in first 100 words
- Use consistent templates — Every product page follows same structure for predictability
- Reduce jargon where possible — Technical accuracy maintained but unnecessary complexity removed
- Enable quick comparison — Standardized spec tables allow easy side-by-side evaluation
Measurable Impact
The UX transformation delivered significant improvements across all key metrics within 3 months of launch
+38%
Session Duration
+47%
Enquiry Submissions
-58%
Time to Product
+156%
Product Page Views
Metrics based on Google Analytics comparison (3 months pre vs post redesign).
Improving information architecture alone can significantly impact both user experience and business outcomes in B2B environments.
Key Learnings
B2B UX is About Efficiency, Not Beauty
Industrial users prioritize speed, clarity, and accuracy over visual polish. A well-structured, plain interface outperforms a beautiful but confusing one every time.
Information Architecture is Everything
In content-heavy B2B sites, IA isn't just important—it's the primary driver of UX success. Poor navigation can't be compensated for with good visual design.
Card Sorting Reveals True Mental Models
What stakeholders think makes sense organizationally rarely matches how users actually think about products. User research is non-negotiable.
Content Strategy Reduces Support Load
The 85% drop in confused enquiries showed that good content strategy doesn't just improve UX—it directly reduces operational costs.
Early Stakeholder Alignment Prevents Rework
Investing time upfront to align business goals with UX strategy prevented costly disagreements and scope changes during implementation.
Scalable Patterns Enable Future Growth
Creating reusable content templates and IA patterns means the company can add new products without degrading UX quality.
View Live Website
Experience the improved UX and information architecture in action