In-Position Technologies is an automation distributor offering engineering expertise, design services, and system integration. The In-Position Technologies website redesign aimed to clarify our value proposition and improve user experience by making it easier for visitors to understand who we are and what we offer. The previous design was designed by a third-party web design company. The revamped website enhances navigation, reduces bounce rates, and introduces a stronger human element by showcasing our team and the value-added solutions that set us apart from competitors.

Background

As the Brand Manager and sole Brand Designer at In-Position Technologies for over eight years, I played a key role in redesigning our website to better align with our evolved brand identity and messaging. After refining our brand strategy and updating our tagline, I proposed a website refresh to enhance usability, consistency, and overall user experience. Drawing from the UX principles I studied in my Coursera UX course, I applied user-centered design strategies to improve navigation, accessibility, and visual cohesion. This project allowed me to bridge my expertise in branding with UX design, creating a more engaging and effective digital presence for the company.

Project Duration

The website redesign project spanned approximately two months from conceptualization to completion. Balancing a full plate of various priorities and work-related goals, I approached this project with a structured UX process—conducting research, wireframing, prototyping, and iterating based on feedback. By leveraging my UX training and design expertise, I was able to refine the site’s navigation, accessibility, and visual hierarchy while ensuring it aligned with our updated brand strategy. Managing this project within a tight timeline challenged me to apply efficient UX methodologies while maintaining a high standard of execution.

Week 1-2: User Research and Surveys
Week 3-4: Wireframing and Low-Fidelity Prototyping
Week 5: Usability Testing and Feedback Collection
Week 6-7: High-Fidelity Design and Development
Week 8: Final Testing and Launch

The Problem

Before the redesign, users struggled to grasp our full range of services, often leaving without engaging. As a distributor of automation solutions from 40+ manufacturers, In-Position Technologies also offers engineering expertise, system integration, and support—yet this wasn’t clearly conveyed online. The previous site, designed by a third party, functioned but failed to highlight our value or guide users effectively. Since the redesign, traffic has surged from 5,600 to 8,000–9,000 users per quarter. Our goal is to continue refining the experience to drive deeper engagement.

The Research

To better understand the scope of the issue, I conducted an unmoderated survey hosted on the In-Position Technologies website. We received numerous responses from users sharing their experiences with the site’s flow and design prior to our rebranding and revamp. Below are some key insights gathered from their feedback.

“I like that it was simple, but lacked prices and I did not find phone numbers for all the locations, especially the California one.”

“Have a search bar so that i can enter in your part number to lookup.”

“I’m not sure where to go to find what I need. How can I get in touch with my area rep?”

The Persona

Wireframing and Low-fi Prototyping

Using Figma for the website redesign, I developed a low-fidelity prototype to map out the user flow and ensure a seamless navigation experience. One key feature I introduced was an AI-powered advanced search tool to help users quickly look up part numbers, improving accessibility to our product catalog. I also incorporated a “Meet the Team” section with bios and strategically placed team members throughout the site to add a personal touch. To enhance usability, I focused on clear content hierarchy, well-placed call-to-action forms, and a balance between informative content and visual simplicity. Additionally, I optimized font sizes for readability across different screen sizes and integrated subtle animations to create a more engaging and modern user experience.

ROI Calculator

To provide immediate value to our visitors, we integrated an ROI Calculator directly on the homepage. This tool empowers potential clients to assess the financial benefits of automation, offering a tangible starting point before consulting with our team. By equipping users with this resource, we aim to foster informed discussions and demonstrate our commitment to their success.

Usability Study

To validate design decisions and gather user insights, I conducted an unmoderated usability test of the redesigned In-Position Technologies website. The study was shared with key stakeholders, including the CEO and Sales Manager, as well as a select group of users who provided valuable feedback.

The goal was to assess whether the redesign effectively clarified the company’s value proposition, improved navigation, and enhanced the user journey for those seeking automation products and engineering services.

Clarity on Offerings

Users initially found it difficult to understand the full scope of In-Position Technologies’ value-added services beyond product distribution.

Solution: Refined content hierarchy, added service explanations, and improved call-to-action placements.

Navigation and Information Access

Some users struggled to locate key product categories, request a quote, or access engineering support pages.

Solution: Implemented a more intuitive menu structure, added an AI search function, and introduced a guided navigation experience.

Human Element and Credibility

Users wanted to see more of the team behind the company to reinforce trust and expertise.

Solution: Added a Meet the Team section with bios and incorporated employee highlights throughout key pages.

I added an AI search bar that allows users to look up specific part numbers, contact information for their specific area rep and additional information about our company by creating a custom API for AI integration.

The Product

After analyzing usability study insights and stakeholder feedback, I refined the design into a high-fidelity prototype that clarified the company’s value proposition, improved navigation, and enhanced access to product information and engineering services. The final design ensures a seamless user flow, making it easier for visitors to explore automation solutions, request quotes, and connect with the engineering team. The live website brings this vision to life with a structured layout, improved search functionality, and a more engaging, human-centered design. By integrating user insights with UX best practices, the redesign delivers a streamlined and intuitive experience, helping engineers and decision-makers quickly find the solutions they need.

Responsive Web Design

To ensure a seamless experience across all devices, the redesigned website was built with a responsive framework that adapts to desktop, tablet, and mobile screens. The layout, typography, and navigation were optimized for usability, ensuring users can easily access automation solutions, request quotes, and connect with the engineering team—regardless of their device. This approach improves accessibility and enhances engagement for both on-the-go users and professionals working from desktop environments.