FireAlarm.com is a B2B distributor for fire alarm parts, systems, and services. I was hired on as the UX/UI Design Lead and plan out some of their most critical pages, including Services, Media Hub, and Promotions. Additionally, I developed a comprehensive style guide and design system, enabling the team to continue expanding the site without compromising its visual consistency.

Firealarm.com required an entire redesign of their ecosystem—online store, services, educational content, and promos because the website didn’t really reflect that information in a clear way. The structure was confusing, the pages were super text-heavy, and it wasn’t obvious how everything connected. Content like blogs and videos existed, but it wasn’t organized in a way that actually supported sales or helped with SEO.

Internally, every new page felt like a mini redesign from scratch, which slowed everyone down. They needed the site to explain what they do in plain language, turn key pages into real “conversion moments,” and give the team a reusable design system instead of one-off designs every time.

I focused on making the experience easier to understand, easier to use, and easier to maintain. I cleaned up how the site is structured, designed three high-conversion areas, and then wrapped it all in a proper design system so it could scale as the company grew.

First, I worked on the overall structure. I reorganized how services, content, and promotions connected so it felt like one cohesive experience instead of three separate things. Each page was redesigned to be more scannable, using clear headings, sections, and call-to-actions that instructed the user afterward instead of big walls of text with no clear direction. I also created repeatable page layouts for Services, the Media Hub, and Promotions so the team can plug in new content without guessing how things should look every time.

This work helped FireAlarm.com turn three important parts of their site into strong, conversion-ready experiences instead of just “more pages.” The Services, Media Hub, and Promotions sections now support how the business actually operates: selling parts and services, educating customers, and running sales campaigns.

The design system and style guide mean the team can move faster and stay consistent. They don’t have to start from scratch every time they launch a new service, promo, or content series.

For future clients or employers, this project shows how I handle complex, content-heavy B2B products, design for both trust and conversion, and build systems that make teams more efficient.