Project Overview
PROIII provides automation, engineering, and industrial installation services for sectors like manufacturing, automotive, and construction. With expansion plans into the U.S. market, the company needed a complete website redesign that could communicate technical expertise clearly, support commercial outreach, and build credibility with enterprise-level clients.
Redesigned outdated site into a professional platform
User Research
Interviewed and tested with executives; showed demand for easy contact, credibility and bilingual content
Design Process
Redefined structure around decision flows with photography; tested prototypes for navigation clarity.
Results
Launched bilingual responsive site, showcasing expertise, clean visuals, and providing credibility.
The Challenge
Initial Gaps
1
Security Breach
The previous website was hacked, leaving content unusable
2
Outdated Content
Remaining material was over 10 years old and overly technical
3
Lack of credibility
No structure, consistency or proof of past projects, reducing trust in the brand
User Research Insights
80%
mentioned their need to immediately find contact details and services
100%
looked for proof of credibility such as recognizable clients and past projects
5 out of 6
value a direct but approachable tone, avoiding technical jargon
The Solution
Design Strategy
The main focus was to simplify complex technical information, making it digestible, persuasive and visually attractive; while also creating a framework that's easy to update in two languages.
User-centered structure
Organized content around user's decision-making journey.
Clarity & Credibility
Reframed content and emphazised proof of experience and clients.
Brand Modernization
Set a visual direction to project seriousness, warmth and professionalism.
Key Design Solutions
Contact Visibility
Incorporated a "Request Quote" button and contact details in header for immediate reach.
Reduced friction in first interaction
Matched users urgency
Invites the users to make a purchase
Humanized Visuals
Replaced outdated imagery with original photos of team and equipment
Highlitghted real people behind the brand
Balances technical terms with approachability
Elevates overall aesthetic consistency
Takeaways and Next Steps
Clarity
Simplified technical content into easy to digest copy, making it easier to navigate across without getting lost.
Trust & Credibility
Clean aesthetics + highlight of projects, clients and expertise helped strenghten PROIII's reputation.
International Presence
Launched a 100% bilingual site for PROIII, adaptable for growth across U.S. and Mexico markets.
Takeaways
Thoughts
In my opinion, the thoughest part of building this site was making technical content easy to digest. Users don't want a wall of text; they want to know what you do, who you've worked with and how to get in direct contact with you.
In the future, I would like to incorporate more case studies, integrate some testimonials and generate new content so the site doesn't feel like it got stuck in time.