Anjella De Los Reyes
Digital Designer | UI/UX | Web & CRO | Front-End Development
From Text-Heavy to Visual: UX-Focused Redesign for a Steel Business
The Challenge
When I first reviewed the website of this Ireland-based steel business, it became clear why users struggled to engage with it. The pages were text-heavy, the layout is not modern and wasn’t scannable, and there were very few visuals or icons to help users quickly understand the information.
Important details about products and services were buried in long paragraphs, making the site feel overwhelming and outdated. Because of this, the website lacked the clarity, structure, and visual support needed to guide users—ultimately affecting conversions and overall usability.
Role
Web / UI/UX Designer — Website Redesign, CRO Improvements, Visual Enhancements
I led the redesign with a focus on creating a more intuitive, visually rich experience that supports both usability and business goals.
Here’s the Figma screenshot showcasing the page designs and components I created for the website.
Mockups— More intuitive, visual, and conversion-focused
Outcome
The new design introduces clearer structure, improved component layouts that make the information easier to digest. With stronger visuals, icons, and better content hierarchy, users can now scan pages quickly and understand offerings at a glance.
These enhancements make the website more modern, user-friendly, and aligned with CRO best practices—supporting better engagement and stronger conversion potential. The redesign has been approved and is now ready for development.