UX/UI
BAL Industry
Role: UX/UI Designer
Responsibilities: End-to-End UX & UI Design Process
Collaborators: Engineers, Client Stakeholder
Figma
FigJam
Relume
The Challenge: Engineering a B2B Sales Funnel
In the advanced manufacturing sector, complex machinery isn't sold through a simple "add to cart" button. The primary challenge was to architect a platform that naturally guides procurement managers through dense technical specifications directly into a structured sales funnel. The goal was to transform passive catalog browsing into high-quality lead generation by seamlessly driving users toward a dynamic configuration calculator and a direct technical contact form.
Information Architecture & Modular Grid
To manage the density of technical data, I implemented a shallow, attribute-driven hierarchy supported by a rigid modular grid. This framework organizes extensive machine parameters and specification tables without visual clutter, allowing users to retrieve critical data instantly across a complex product ecosystem.
Dynamic Calculator: The Lead Generation Engine
The centerpiece of the platform’s sales strategy, this tool bridges the gap between technical requirement and commercial inquiry. By providing instant feedback on fabrication parameters, it transforms abstract specs into precise, data-backed inputs—routing highly qualified, pre-configured leads directly to the sales team.
Design System
The visual language is strictly utilitarian, utilizing a high-legibility typographic stack and a functional color palette. Strategic color accents are intentionally reserved for primary Call-to-Actions and status indicators. Crucially, the system ensures cross-device consistency, allowing engineers to seamlessly initiate a technical inquiry directly from a mobile device on the factory floor.
Impact
The project delivered a production-ready design framework specifically engineered to drive B2B sales. By shifting the platform's focus from a static technical catalog to an interactive lead-generation engine, the scalable system provides a robust blueprint for standardizing digital inquiries and maximizing conversion rates in future development phases.
View More Work
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Branding
UX/UI
