UX-driven website redesign to boost lead generation and brand credibility (live project)
Background
Matrix Met Corp is a specialist non-ferrous scrap recycling company based in Northamptonshire, UK. I was engaged by the company's managing director, who felt that the existing website should "do much more for the business".
Through this project, I have redesigned the company's website to deliver two key objectives:
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Increase lead generation
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Enhance brand perception
Role
Product Designer
Researcher
Timeline
Feb 2025 - present
Stakeholders
Managing Director
Sales Director
Development Agency
Deliverables
Stakeholder interviews
User research
Audit (existing website)
Competitive audit
Wireframes
Homepage mockup
Executive presentation
The redesigned homepage clearly communicates Matrix Met Corp.'s services and uses prominent CTAs to drive contact. Key "Buying" and "Selling" options are readily accessible in the main navigation
Scrap traders use websites to qualify potential commercial partners: trust drives trade
Using a combination of stakeholder interviews, research (primary & secondary), and user research (speaking to a small but diverse group of traders), I wanted to understand the problem space. I first studied the question:
"What role does a website play in the scrap trading process?"
The user interviews allowed me to build lightweight personas. I also had a sizeable collection of notes that I had built up from the stakeholder interviews and research. I performed an affinity sorting exercise with the client to identify the key themes from the research; clear themes emerged. For a scrap trading professional, the website was an important checkpoint.
I used Miro to store and organise my research notes. It also enabled the collaborative affinity sorting session with the client.
Activities and outputs:
3 stakeholder interviews
4 user interviews
Affinity mapping
Desktop research
Combining the research insights and ideation to design a homepage that will deliver increased leads and a positive brand identity.
The website copy communicates exactly what the company does, what it buys, and sells. The layout makes it easy for the visitor to consume the content. This transparent communication combined with a clean visual style builds trust and credibility.
The strategically placed CTAs constantly invite the user to contact the Matrix team. The current website does not leverage the power of CTAs.
Click on this link to view the redesigned homepage
A screenshot of the original homepage. There is no clear communication about what Matrix Met Corp does, nor are there any CTAs enabling a communication opportunity.
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A screenshot of the redesigned homepage (above the fold). The hero section clearly conveys what Matrix Met Corp does.
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A screenshot of the full homepage. Clear and appropriate CTAs throughout the homepage give visitors ample opportunities to contact Matrix
Activities and outputs:
Mock up - homepage
Website copy
Micro copy refinement
Website quality, content, and usability differ substantially between large and small recyclers.
The UX audit of the existing Matrix website was done to study usability, visual design, content, and alignment with business objectives. Websites of major players and competitors were analysed within the same parameters.
"In a good month, we get about around 3-5 enquiries through the website.... but, there are not many deals."
A Maheshwari, MD
The weaknesses across the industry were clear: no clear calls to action, overly complex navigation, poor visual design, and a tendency to share too much information.
Whether the visitor wanted to perform due diligence on Matrix or wanted to engage commercially: the website offered no clear offering to satisfy either objective.
I used Figma to annotate the screenshots of all the pages. I did the same for key competitors
Activities and outputs:
Heursitic analysis
Content audit
Competitive analysis
Using sketching and wireframing to lay the foundations for a clear, intuitive, and engaging user experience.
Sketching and wireframing are tools that represent lean working methods. Just as I used sketching and wireframing to quickly design workable screens for the main pages, I also used a similar approach to work on the visual and content design aspects.
The existing website did not have any clear CTAs. From the very start, I was focused on making sure there were ample conversion points on the page.
By taking a functional approach, I can quickly get to a stage where I can test my designs.
Working on the visual and content design simultaneously allows me to work in a holistic manner. I can visualise how the space will be filled. I can also use content and style guides to better explain my design decisions to the clients.
Activities and outputs:
Sketches
Wireframes
Sitemap
Website copy guide
Functional style guide
Bringing Matrix Met Corp's new user-centric and commercially driven digital identity to life
Identifying how Matrix Met Corp's website could deliver a clearer experience for the user and a stronger return for the company was the first phase. The client was happy with the three-pronged solution: updates to the visual design, setting a clear tone through the copy, and the use of CTAs to create contact opportunities.
As of February 2025, we are discussing how to proceed with building the new website (a decision is expected by the first week of May). We have also identified key features that can be addressed in phase two.
Reflection
Redesigning Matrix Met Corp's website was a rewarding experience that demonstrated how thoughtful UX design can significantly impact a small business's online presence. By applying user-centric design principles and strategic insights, I was able to deliver a solution that not only meets the immediate objectives but also lays the groundwork for future growth and innovation.
Improvements: Having often worked within a team, I had not considered the amount of time the content design element would take (from a pricing point of view) as a freelance designer. Managing the content design single-handedly was more time-consuming than expected. Moving forward, I will ensure to factor in the substantial effort involved in content design and strategy when scoping and pricing future project