Turn technical breadth into clear discovery.
An industrial-chemistry website and searchable catalogue that help visitors move from an application area to a relevant product.
A view of the live experience · Select to inspect
Start with a useful question.
A broad technical catalogue can be difficult to navigate when the first question is simply “Which product is relevant to my industry?” The redesign needed to make that starting point clearer while preserving technical substance.
The landing page groups the business around six application areas. Visitors can move into category catalogues, search products and follow direct product links, with enquiries as the practical next step.
The choices behind
the experience.
01Lead with applications
Organise discovery around drilling, mining, water, wastewater, construction and petroleum.
02Connect story and catalogue
Use clear category entry points and searchable product information to reduce the gap between introduction and detail.
03Respect the source material
Keep incomplete product records limited to the available information rather than filling gaps with invented specifications.
Direction, iteration,
and a working build.
The build combined a source-content audit, AI-assisted implementation and generated hero artwork. I directed the visual and information hierarchy, then reviewed catalogue routes and a developer handoff. The implementation uses static HTML, CSS and JavaScript.
Live website build
The live build includes a landing page and searchable catalogue. The documented content scope included 39 product/application records, with some construction entries limited to names. No conversion improvement is claimed, and no commerce backend is implied.
Explore the live projectCase-study basis: Live website and AB Emultech redesign/build conversation. Website reviewed October 2026. Screenshots show the experience at the time of review.