The problem
Expertarom’s outdated, text-heavy website no longer reflected the company’s scale or innovation.
As a global supplier of both food ingredients and industrial equipment, they wanted me to:
Present a complex multi-sector product portfolio clearly.
12:37 PMConvey their dual role as supplier and innovation partner.
12:37 PM👌Provide easy access to technical resources and certifications.
12:37 PMAddress the needs of diverse B2B clients across 30+ markets.
12:37 PMThat sounds good, we can get started!
12:37 PM💚
Seen
The challenge was to design a modern, user-friendly platform that builds trust, simplifies product discovery, and positions Expertarom as a forward-thinking food industry leader.
The client also wanted the website to look modern and appetizing.
My role
I led the project as the Lead UX/UI Designer, responsible for shaping the overall user experience and visual design of the new website.
Some of my responsibilities were:
Empathizing with users and stakeholders to understand their pain points and business goals.
Define the core goals and requirements of the new Expertarom website experience.
Exploring different iterations for the new website based on the discoveries made during the empathizing and defining phase.
Creating prototypes required for testing the new website.
Conducting user testing on everything that we defined and iterated during the design process.
Solution design & approach
Based on research insights and stakeholder goals, I designed a user-centered, visually engaging, and scalable website that balances Expertarom’s technical depth with its innovative brand image.
User-centered information architecture
Restructured the complex product portfolio to make navigation intuitive for diverse B2B audiences, informed by research on user pain points and needs.
Engaging visual storytelling
Incorporated videos and high-quality imagery to showcase products, processes, and innovation, creating a more dynamic and inspiring experience.
Enhanced usability
Added sticky navigation for easy access to key sections on the website.
Innovation-forward features
Integrated an AI-powered chatbot to reflect Expertarom’s cutting-edge approach while providing instant support.
Consistent design system
Developed a cohesive UI with clear typography, color, and component hierarchy, reinforcing Expertarom’s credibility as both a supplier and innovation partner.
Results and Impact
The redesign transformed Expertarom’s website into a modern, engaging, and user-friendly platform that aligns with the company’s global scale and innovative positioning.
Increased engagement
The AI chatbot and multimedia content provide interactive ways for visitors to connect with the brand.
Future-proof & scalable
Flexible templates and responsive design support ongoing content expansion and international growth.
Positioning as an innovation partner
The combination of visual storytelling, feature enhancements, and a cohesive UI reinforces Expertarom’s dual role as a reliable supplier and forward-thinking collaborator.