Design Brief:
Iroquois Ironworker Website Redesign
Overview
This project involved a full website redesign for Iroquois Ironworker, a manufacturer of heavy-duty industrial machinery. The existing site lacked clarity around what the product was and how customers could easily navigate available options. The goal of the redesign was to create a clear, professional, and visually strong website that communicates quality, durability, and American-made craftsmanship.
Objective
The primary objective was to improve usability and product clarity for potential customers. The website needed to clearly explain what the machinery does, highlight available options, and guide users through the site with an intuitive navigation structure. At the same time, the visual language needed to feel bold and industrial while maintaining a polished, high-quality finish.
Brand Attributes
- Strong
- Professional
- Heavy-duty
- American-made
- Modern
Design Approach
The design language was built around strength, precision, and reliability. Strong typography, structured layouts, and a refined color palette were used to reflect the heavy-duty nature of the product. Content hierarchy was carefully considered to ensure users could quickly understand the product, its features, and its value. The overall layout balances a powerful industrial aesthetic with modern usability standards.
Key Challenges
One of the main challenges was designing a customized request-a-quote experience. Customers needed the ability to select different product configurations and options, rather than purchasing a standard item. The solution focused on creating a clear, step-by-step quote process that felt approachable and easy to complete while still supporting complex product customization.
Development & Collaboration
The website was built on a customized WordPress WooCommerce platform tailored to the client’s specific needs. I worked closely with a developer to communicate the design intent, user flow, and functional requirements, ensuring the final implementation stayed aligned with the visual and UX goals.
Overview
The final website presents Iroquois Ironworker as a strong, high-quality, American-made brand while significantly improving clarity and navigation. The redesigned quote process allows customers to confidently explore options and submit detailed inquiries, creating a more effective and user-friendly experience overall.
