E-commerce Website Redesign for Manufacturing Products

Hashfi

Hashfi Arissa

Overview

Led the complete redesign of a legacy website, transforming complex manufacturing product data into a seamless, purchase-ready e-commerce platform.
Focused on conversion-driven UX/UI, performance optimization, and SEO to turn the site into a profit-generating sales engine.
These are highlights that I proudly want to share with you within 6 months after the launch:
πŸ’Ž 500+ SKU-ready, SEO-indexed products (Baseline: 0 indexed products before redesign)
πŸ›’ 25% cart-to-order rate (Baseline: ~20% β€” above typical e-commerce industry average)
πŸ“ˆ 14x add-to-cart growth (Baseline: 1x β€” pre-redesign ATC rate)
New Design Direction on PDP
New Design Direction on PDP

My Role

Lead UX/UI Designer β€” Directed design strategy and execution.
E-Commerce Architecture β€” Structured product data for optimal shopping experience.
SEO Integration β€” Ensured 500+ SKU-ready products were SEO-indexed for discoverability.
Design Timeline β€” The design itself are 3 months of working across multiple stakeholders in corporate environment.

Process

Audit & Strategy – Analyzed the old site’s limitations and defined a revenue-focused redesign plan.
Data Transformation – Converted complex manufacturing product data into user-friendly product detail pages.
UX/UI Redesign – Created a modern, intuitive, and purchase-ready interface.
SEO & Performance – Optimized structure for search indexing and fast load times.
Launch & Tracking – Monitored post-launch metrics for measurable results.

Skills Used

UX/UI Design
E-Commerce Design
Information Architecture
SEO Optimization
Conversion Rate Optimization (CRO)
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Posted Aug 11, 2025

Redesigned a legacy website into a seamless e-commerce platform with improved UX/UI and SEO.

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Timeline

Oct 1, 2023 - Jan 31, 2024