I took on the challenge of redesigning the homepage for 11PLC, one of Nigeria’s largest fuel and lubricant distributors, to address its outdated interface. The website ranked poorly in a past evaluation, and I wanted to test my UI design skills in a niche I had little experience with—petrochemicals. My goal was to identify the usability flaws and improve the overall user experience, particularly for new visitors.

While reviewing 11PLC’s homepage, I identified several key issues that affected its usability, branding, and overall experience. These included inconsistent logos, lack of calls-to-action (CTAs), poorly placed content, and bland visual appeal. Below is the detailed redesign process I undertook, focusing on key sections of the homepage.

The dual logos on the navigation bar were confusing, and the existing logo lacked clarity. After some research, I understood that the logo combination signified the company's transition from Mobil to 11PLC. My solution was to adjust the logo placement to make it clearer and improve the image quality.

Additionally, there was no prominent CTA, so I redesigned the navigation bar to include a “Contact Us” button, guiding users to a primary action point.

The hero section failed to communicate the company’s purpose effectively. I enhanced the design by adding visuals and clear messaging to represent 11PLC’s fuel and lubricant trade. This helped create a more engaging and informative landing experience.

As a public company, 11PLC lacked visible partnerships or affiliations on the site, which could enhance credibility. I added a new section highlighting customer and business affiliations, boosting trust for new users.

These important elements were awkwardly placed within the hero section. I moved them below the “Affiliations” section and added dashed arrows in the brand colors to create a more appealing and structured layout.

This section was cluttered, with excess information and shadow effects on the cards, making the content hard to read. I streamlined the information, reduced the shadowing, and optimized the layout to make it more digestible for users, while maintaining focus on the services.

I kept the original banner for lubricants but made improvements to spacing, typography, and image positioning to enhance readability. I also replaced the primary CTA with a secondary clickable text, as this action didn’t require immediate attention.

The redesign addressed the homepage’s major usability flaws, improving clarity, navigation, and user engagement. The revamped UI makes it easier for users to navigate the site, understand the brand’s purpose, and take action, such as contacting the company for business inquiries.

This project highlights my ability to adapt to unfamiliar industries and redesign complex interfaces to meet modern usability standards. By focusing on user experience, trust-building, and clarity, I transformed a flawed homepage into a more functional and user-friendly interface.