+20%
avg increases in enquiries, clearer questions too
+10%
overall increase in documents downloaded
~2
clicks to reach target information, optimised from 4-5
7
client department heads approved final product
I redesigned TTL's website from the ground up in 9 months.
Translating a complex, deeply technical product catalog into an experience that was scannable, trustworthy, and based on real customer journeys.
Restructuring IA to match actual customer journeys
Dashboard for easy product comparison
UI Kit for turning technical content to digestible formats
the ask
User PoV
"I want to find relevant manufacturing information for my business with minimal clicks. I want to easily be able to compare products and make the right decision." -Technical Evaluators and Aftermarket Buyers
higher
priority
opportunities
Failed the five second test
Specification content doesn't support decision-making
Nested information
ideation
Evaluating ideas against research
Based on initial insights and evaluation I first pitched some solutions to the team to optimally use time and treat it as a checkpoint to refer back to.
The Search Bar
✅ Easy solve across all pages
✅ Works well for Legacy enterprises
⚠️ Not a solve by itself, needs to be backed by optimised suggestions and updated info
Jump to Enquiry
✅ Already working well
✅ Minimizes effort for users
⚠️ Currently increasing bounce rates
Compiled Documents Tool
✅ Ideal for retriving, filtering & searching info
✅ Worth the effort
⚠️ Can be noise if there's too many documents to work with
Interactive 3D Models
✅ Premium Positioning
✅ Fun to work on
⚠️ Not possible with existing timeline and gaps in catalog information
⚠️ Hard to replicate with new products later
the SOLUTION
The redesign covered the full website: IA, visual language, UI components, Product and Services tools. But specific solutions emerged directly from the JTBD findings, each mapped to failure states identified in research.
Meaningful Entry Points
Instead of generic labels, each top-level navigation item now provides a brief descriptor that previews what users will find. At a glance, users can understand:
> What products are available |
> What services TTL offers |
> Where to find technical resources |
> How to get support |
Header navigation
Easy to retrace steps
Two interconnected solutions: breadcrumb navigation and visual identity anchors. This solved for disorientation and fatigue - helping users retrace, compare, explore seamlessly.
Supporting user in decision making
Engineers were opening multiple tabs to manually compare turbine specs. A Product Selector tool was designed for side-by-side comparison, and inline documentation access into one place. By eliminating the need to leave the site mid-evaluation, this tool was a good solution to reduce drop off rates.
UI Decisions solving for comprehension
To support digestable content without losing credibility, a consistent visual language was developed. A detailed UI Kit outlined different use cases and states across pages and screen sizes.
Two main things were prioritized in terms of UI: Reusable components and strong recognition over recall.
Scalable, component-driven wireframes - built for easy implementation and reuse
outcome
…context
Failed the five second test.
Specification content doesn't support decision-making.
Nested information.
TTL's flagship product catalog had two layers of subcategories, each branching into its own turbine models.
This nested information prompted users visiting the site to ask:
Where do I
even start?
Nested information within Product Catalog causing information overload
the process
Interviews → Auditing → JTBD
Conversations with stakeholders surfaced TTL's core priority:
"Bring our services to the forefront"
"Communicate our technical capabilities with clarity and confidence"
This informed our approach for the new information architecture and navigation.
Initial list of products and services we built from interviewing the TTL team
Jobs to be Done
I conducted a comprehensive audit and usability test of the existing website to understand pain points and opportunities. Here's a summary:
Products vs User Journey
The IA now reflected how engineers make decisions, not how TTL organised its documentation internally.
Services organised around user tasks rather than business units
Documentation embedded with product information.
Scannable info in digestable amounts.
Key Learnings
Convincing Change: One of the biggest challenges was convincing a 50-year-old organisation to embrace change. Each design decision requires extensive justification and data backing about why end user experience mattered.
Prepare for execution trade offs: As the project stretched from months into longer timelines, execution began taking hits. Resource constraints meant TTL implemented what was easiest, not what would have most user impact.
Understand offerings from different PoVs: Talking to TTL's team who work on-site, remotely, doing cross-departments research and testing the site with new-to-industry users helped get a birds eye view of how to ensure high task success rates.
Prioritise business goals and user goals equally: With legacy organisations, internal teams often prioritise business goals and sound more convincing doing so. Credibility plays a huge role and is as important as intuitive experiences.
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