The LeanSuite

Re-branding and website design for a manufacturing startup focused on innovative solutions and cutting-edge technology. The goal is to create a strong visual identity and an engaging online presence that effectively communicates the company’s mission and values to potential clients.

I was hired to redesign The LeanSuite’s website with the goal of increasing user engagement and attracting potential clients. By simplifying the user experience, refreshing the brand’s visual identity, and optimizing key content areas, the redesign helped drive more inquiries and improved overall interaction with the platform

Role

2 Months

Timeline

The LeanSuite, a manufacturing company with an employee suggestion platform. They were looking for a fresh rebrand and website redesign to better highlight their product, improve their online presence, and boost client engagement.

Overview

Team

1 Designer, 3 Developers, 2 Founders

Tools

Figma

Product Designer. Research, branding, design, prototyping.

Scope

Problem

The current website was not effectively showcasing the platform's value, resulting in low engagement and missed opportunities to convert visitors into leads.

Project Requirement Scope

Collaborating closely with the founders, we established the core objective of redesigning The LeanSuite's website to better position the platform for potential clients and improve alignment with their needs

Customer Goals

  • Help customers find relevant solutions for their manufacturing processes

  • Simplify the navigation and usability of the platform for a seamless experience.

Business Objectives

  • Enhance product visibility and clarity for potential clients

  • Generate new leads and increase inquiries

  • Improve user engagement and conversion rates

Constraints

  • Maintain the existing branding and visual guidelines

  • Deliver the project within a tight timeline

  • Ensure the website remains responsive and user-friendly across devices

My Responsibilities

  • Leading the design process (wireframes, prototypes, and visual layouts)

  • Conducting user research and testing for improved site navigation

  • Collaborating with stakeholders to prioritize design solutions

HMW

How might we enhance The LeanSuite’s website to clearly communicate its value proposition and drive lead generation?

Mapping our initial assumptions helped identify key focus areas to explore further and validate through user research for The LeanSuite website redesign.

Some questions that came to mind:

  1. What are the challenges in adopting lean processes, and how can The LeanSuite help?

  2. How can we showcase The LeanSuite's value to new clients on the website?

  3. How can we boost engagement and generate leads in B2B manufacturing?

Research Plan

Interviews with key stakeholders, including clients and industry experts, revealed significant gaps in the current website experience, highlighting opportunities for optimization and improved lead generation.

Validating with Users and Industry

01


Manufacturers often face difficulty identifying tools that are customizable to their specific lean processes, which hampers their ability to improve efficiency and scalability.

02


Many lean management platforms are complicated to navigate, resulting in poor user engagement and a lack of proper utilization across teams.

03


Manufacturing companies prioritize efficiency but find it challenging to adopt solutions that streamline workflows while maintaining high-quality standards across operations.

The needs of three key user personas guided The LeanSuite's website redesign, focusing on optimizing lean manufacturing solutions for better client engagement.

Defining Target Audiences

Mapping the user journey guided the website’s redesign to provide clearer context and encourage potential clients to engage and reach out

Touch Points

💻 Product Experience

👨🏻‍💻 Website Experience

Testing different content layouts to guide users through the site, starting with quick clarity, then building engagement, and finally offering a deeper look into the platform's features.

Information Architecture

HR teams struggled to manage employee suggestions, resulting in lost ideas. We explained on our website how The LeanSuite’s platform streamlines this process. By highlighting features like automated sorting, real-time tracking, and easy categorization, we showed how our platform simplifies employee feedback management and transforms it into actionable insights.

Proposed Solution

A revamped suggestion platform designed to streamline HR processes, enhance employee engagement, and provide actionable insights for continuous improvement.

BEFORE

AFTER

Product Shipped  

70% increase in client inquiries post-launch
The redesigned website led to a notable increase in inquiries, with potential clients exploring solutions and requesting demos more frequently.

65% faster navigation, reducing bounce rate
Simplified navigation and clearer calls to action improved user flow, leading to a 40% reduction in bounce rates and quicker access to key product features.

Enhanced brand identity and client trust
The website's updated visual and messaging consistency resulted in greater brand recognition and trust, with feedback indicating an increase in perceived professionalism.

Do more of…       

Focus on tracking user behavior
We’ll add more detailed tracking to see how users are interacting with the site and find areas where we can improve the experience.

Broaden our testing
We plan to test the site with more diverse audiences to make sure it works well for different types of clients and their needs.

Continue refining
We'll keep gathering feedback and making updates to the design, content, and visuals to keep the site fresh and effective.