Promotion Products

Project Overview
Client: Promotion Products
Project Type: Website Redesign + Responsive Design
Platform: Desktop & Mobile
Role: UX/UI Lead Designer
Scope: End-to-end website redesign for improved usability, conversion, and brand alignment.
Tools Used: Figma, Google Analytics, Hotjar

Challenge

The original Promotion Products website was cluttered, outdated, and difficult to navigate. With a wide catalogue of promotional items and a diverse B2B customer base, the site needed to deliver a frictionless experience that would guide users quickly from product discovery to enquiry or purchase.

Key issues identified:

Overwhelming visual density and text-heavy layout
Poor mobile responsiveness
Outdated visual design not reflective of the brand’s reliability or scale
Lack of clear calls-to-action and prioritised user flows
Complex IA that buried popular products
SEO and performance issues

Heuristic Evaluation Findings

Old Website Issues

Cluttered Hero Section: Overlapping elements with competing CTAs.
Inconsistent Typography: Multiple font styles and sizes causing visual dissonance.
Navigation Confusion: Overloaded menu with unclear categorization.
Lack of Trust Signals: Minimal display of certifications or warranties.
Non-Responsive Design: Poor mobile adaptability affecting user experience

Project Goals

Improve overall usability and accessibility
Enhance visual hierarchy and product discoverability
Modernise brand presentation to increase trust and engagement
Optimise for conversions and lead generation
Improve mobile and responsive performance
Align UX with the buying behaviour of B2B customers

Approach

Discovery & Audit
Heuristic Evaluation: Conducted UX audits on the legacy site using Nielsen’s usability heuristics.
Analytics Review: Studied user behaviour, bounce rates, and conversion bottlenecks.
Competitive Benchmarking: Analysed peers in the B2B merchandising space for best practices.
Information Architecture Redesign
Restructured categories to surface high-demand product groups.
Introduced filters and search enhancements for faster product discovery.
Wireframing & Prototyping
Created low- to high-fidelity wireframes prioritising scannability, clear CTAs, and mobile-first design.
Focused on key user flows: product discovery, enquiry, and repeat visits.
Visual Design
Developed a clean, modern UI system aligned with the brand’s visual identity.
Used consistent colour, spacing, and imagery to create a trustworthy and professional tone.
Development Handoff
Delivered responsive, component-based UI specifications and design System.

UI Enhancement

Element	Archived Version	Redesigned Version
Colour Palette	Dull greys and inconsistent blues	Modern brand-consistent palette with contrast
Typography	Multiple styles without clear hierarchy	Streamlined fonts with defined heading scales
Imagery	Generic, outdated stock images	High-resolution project photography
CTAs	Overused and low-contrast buttons	Bold, focused CTAs placed strategically
Layout	Uneven spacing and alignment issues	Modular grid layout for consistency and flow

Promotion Products

Old Design

New Design