Project Overview
This case study covers the design of MADUQ’s first official website, created as a digital presentation tool for prospective clients.
MADUQ is a construction company specializing in large-scale projects and industrial maintenance. With a strong offline reputation, they needed an online platform that reflected their credibility and met the needs of business decision-makers. The site was developed through close collaboration with clients, owners, and partners to ensure alignment with user expectations and company goals.
Delivered a clear, minimalist design based on research
User Research
Gathered insights from client interviews and testing to shape site strategy.
Design Process
Developed Information Architecture to prioritize quick access to relevant data.
Results
Launched MADUQ's first website, establishing the brand's digital presence.
The Challenge
Initial Gaps
1
No Online Presence
The company had no reference for a starting point
2
Undefined structure strategy for information
Unclear if the site should highlight work or brand narrative
3
Demanding target users
Site needed to serve senior decision-makers in the construction industry
User Research Insights
90% users
visit with a clear goal in mind
75%
prioritized credibility through projects and certifications
100%
preferred concise, structured content over lenght.
The Solution
Design Strategy
The strategy prioritized a clear information flow, minimizing scrolling and structuring content around services, projects and clients to match the needs of the users.
Information Architecture
Site map centers on services and real projects to increase credibility.
Layout and Wireframes
Designed to minimize scrolling and information load.
Content
Direct, concise messaging helps users find answers quickly.
Key Design Solutions
Service and Project Distribution
Placed services and project portfolio on the homepage, as well as in the nav bar. Users see what MADUQ does and who they've worked with without digging deeper.
Portfolio showcased for credibility
Services prioritized on the homepage
Immediate proof of expertise
Direct and Concise Content
Wrote short and direct copy, providing quick value. Users are able to scan services, certifications and contact information without wasting time.
Copy limited to essential details
Services and certifications mentioned in plain language
Designed for fast decision making
Takeaways and Next Steps
Effortless Navigation
All participants indicated they could easily locate MADUQ's services and projects in the website
Immediate Contact
100% interviewees valued having more than one very easy way of getting in contact with the company
First Digital Tool
Launched MADUQ's first online presence, boosting credibility and a starting point to keep growing as a brand.
Takeaways
Thoughts
My biggest take is that some decision makers don't value overly detailed designs when looking for service suppliers. They want clarity, speed and trust. In this project, simplicity and directness were key to aligning the website with their expectations.
Moving forward, the website can be expanded with longer case studies, client testimonials and video content to increase credibility and speed. Adding analytics tracking will also provide insights related to user behavior, allowing the team to optimize the user journey.