Petra Bauer Product design, UX UI design

Vertical Ropework

Website redesign for a Growth | Wind sector | B2B

My Role

Web design ∣ UX/UI | Research ∣ Copy

Tools

Figma ∣ Notion | Framer

Vertical Ropework is a German company specializing in the wind energy sector. They provide maintenance and repair services for industrial wind turbines in both onshore and offshore environments. The company aims to expand its client base and establish a strong presence in the European wind energy market by delivering exceptional services that differentiate them from competitors. However, their current website falls short of supporting these business objectives, necessitating a redesign to align with market demands and enhance their competitive edge.

Before

After

The Problem

I began by analyzing the existing website and identifying key areas for improvement. The client's current website had several challenges:

Outdated Design and Content: The visual style felt old and was inconsistent with the brand's identity.
Readability issues: Poor typography, Low contrast text vs. background
Non existent Mobile Experience: The site was not fully responsive, negatively affecting mobile users.
Missed Opportunities: Lack of clear CTAs (Calls-to-Action)

Discovery & Research

Stakeholder interview

Discussion with the business owner to align on business goals and pain points.

Key Takeaways:

Better conversion
More modern design to stand out from competitors
To have the website with dual langugages ( german, english ) to reach more international customers and enter international market ( europe-wise )

Discussion with the business owner to align on business goals and pain points.

Key Takeaways:

Better conversion
More modern design to stand out from competitors
To have the website with dual langugages ( german, english ) to reach more international customers and enter international market ( europe-wise )

Discussion with the business owner to align on business goals and pain points.

Key Takeaways:

Better conversion
More modern design to stand out from competitors
To have the website with dual langugages ( german, english ) to reach more international customers and enter international market ( europe-wise )

Analytics review

I have analyzed website data using Google Analytics and Hotjar heatmaps.

Findings:

60% of users dropped off on the homepage without clicking through.
Most clicks were concentrated on the top menu, indicating users were relying heavily on navigation.
Key pages (e.g., home page, about and service pages) had poor engagement, with an average time-on-page of under 10 seconds.

I have analyzed website data using Google Analytics and Hotjar heatmaps.

Findings:

60% of users dropped off on the homepage without clicking through.
Most clicks were concentrated on the top menu, indicating users were relying heavily on navigation.
Key pages (e.g., home page, about and service pages) had poor engagement, with an average time-on-page of under 10 seconds.

I have analyzed website data using Google Analytics and Hotjar heatmaps.

Findings:

60% of users dropped off on the homepage without clicking through.
Most clicks were concentrated on the top menu, indicating users were relying heavily on navigation.
Key pages (e.g., home page, about and service pages) had poor engagement, with an average time-on-page of under 10 seconds.

Competitors analysis

I have evaluated six competitor websites for design, content, and functionality.

Key Takeaways:

Competitors used more concise CTAs and visually engaging pages.
Better mobile-first design and faster load times set them apart.

I have evaluated six competitor websites for design, content, and functionality.

Key Takeaways:

Competitors used more concise CTAs and visually engaging pages.
Better mobile-first design and faster load times set them apart.

I have evaluated six competitor websites for design, content, and functionality.

Key Takeaways:

Competitors used more concise CTAs and visually engaging pages.
Better mobile-first design and faster load times set them apart.

Content audit

I have conducted a detailed content inventory to assess the relevance and quality of existing pages.

Findings:

All the pages had outdated content.
Critical details were buried under unnecessary text.

I have conducted a detailed content inventory to assess the relevance and quality of existing pages.

Findings:

All the pages had outdated content.
Critical details were buried under unnecessary text.

I have conducted a detailed content inventory to assess the relevance and quality of existing pages.

Findings:

All the pages had outdated content.
Critical details were buried under unnecessary text.

Wireframes

Based on my findings from Discovery & Research stage, I have created wireframes with a new solution, which were presented to stakeholder.

Styleguide

Final result

Home page

About

Services page

Conclusion

This redesign successfully addressed the pain points of the old website, creating a modern, user-friendly online presence that meets business and user needs. This case study demonstrates the importance of data-driven decision-making in achieving impactful results.

The redesign is positioning Vertical Ropework to better serve both regular and corporate customers in the wind sector german and international market.

What is next?

Next phase is to develop this website using Framer. In near future a section with FAQ, Social proof and Certification section will be added.

Before this website goes live:

I want to conduct user testing with help of specific platform.
Stress test
Responsiveness test

Expexted performance results

Expected Post-launch results, which will have to be confirmed.

Increased Conversions
Reduced Bounce Rates
Higher Mobile Engagement
Improved User Satisfaction

Vertical Ropework

My Role

Tools

Before

After

The Problem

Discovery & Research

Wireframes

Styleguide

Final result

Home page

About

Services page

Conclusion

What is next?

Expexted performance results

Let's talk about the next big thing!

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