- Client
- Korado
- Role
- Lead UX designer
- Industry
- Heating elements, radiators, convectors and ventilation units
- Year
- 2019
At a glance
- Challenge
- Turn a digital catalogue built strictly for engineering and B2B professionals into a platform that also works for B2C retail customers.
- What I did
- Led end-to-end redesign including all user testing and interviews, designed new information architecture, website layouts and brand new heating selection guide built on a completely rebuilt design system.
- Result
- One platform that bridges complex B2B engineering specifications and B2C simplicity, with a custom parametric search and simplified navigation.
Scope
- UX research and audits
- Information architecture
- Parametric search and configurator design
- High-fidelity prototyping
- Usability testing
01
Executive summary
Korado is an established European manufacturer with a rich history dating back to 1965. Over decades, they built an extensive digital catalogue catering strictly to engineering and B2B professionals.
I led the end-to-end UX research, architectural overhaul and user testing strategy to transform their technical catalogue into a seamless, high-converting digital platform for both B2B experts and B2C retail customers.
Key project scale and metrics
- language mutations: a localised global system serving international European markets
- 10+
- product variants: an expansive ecosystem of 100+ product models with thousands of technical variations, systematised
- 10,000+
- key target audiences: retail buyers, architects, heating engineers and wholesalers, unified in one platform
- 4
Video case study
02
The core UX challenges
Convoluted architecture
The legacy site hierarchy was structured around internal organisational logic rather than user mental models, causing navigation bottlenecks.
Heavy technical jargon
Product descriptions were overly dense and technical, creating high drop-off rates for non-technical retail (B2C) buyers.
Absence of filtering and guidance
Users lacked intuitive tools or filters to easily search, compare or calculate heating outputs based on real-world spatial requirements.
UX transformation: before and after
Drag the handle to compare the legacy interface with the redesign, and scroll inside the frame to see the whole page.
Design evolution and key improvements
- 01
Dual-path navigation
Shifted from an engineering-centric taxonomy to intuitive pathways tailored separately for B2B professionals and retail end users.
- 02
Parametric configurator and filter
Converted complex technical parameters into an interactive heating calculator and filter interface.
- 03
Product detail and documentation
Reorganised technical schematics and CAD/PDF downloads for effortless scanning and retrieval.
03
My role: Lead UX designer
I led the full UX lifecycle, replacing business assumptions with empirical user data.
- 01Baseline heuristic audits and quantitative analytics setup
- 02Qualitative interviews and quantitative surveys
- 03Information architecture and navigation restructuring
- 04Wireframing and interactive prototyping
- 05Multi-stage usability testing, pre-launch and post-launch staging validation
UX process and methodology
- Step 01
Discovery and behaviour tracking
Deployed analytics tools and heatmaps on the legacy platform to identify high-friction drop-off points.
- Step 02
User research
Interviewed B2B contractors, architects and retail shoppers to discover their actual jobs to be done, followed by quantitative surveys across target segments.
- Step 03
IA and parametric filter design
Restructured the sitemap and designed an intuitive parametric filter factoring in dimensions, heat output and mounting specifications.
- Step 04
Iterative usability testing
Tested interactive prototypes across multiple iterations with real users to validate the layout logic, eliminating edge-case issues before the development release.
04
Business impact and results
- 01Successfully bridged the gap between complex B2B engineering specifications and B2C simplicity.
- 02Drastically reduced time-to-product using custom parametric search and simplified navigation.
- 03Established a scalable, data-driven design foundation aligned with business objectives and real customer needs.
