Website design
Ozone is a leading architectural hardware manufacturer in India, known for premium-quality glass fittings, partitions, and architectural systems.
By overhauling a fragmented information hierarchy that induced severe cognitive overload, I restructured Ozone’s digital platform into a high-clarity, guided user journey. This targeted strategic redesign tripled lead conversion rates from 0.4% to 1.2% and drove an immediate 38% reduction in bounce rates.
Lead UX/UI Designer
Modernize the slim frame glass category experience to increase credibility, clarity, and conversion for both specifiers (architects) and end-consumers.
The website looked visually decent but had major UX gaps:
Users were not staying long enough
Conversions were extremely low
Information hierarchy was unclear
No strong user flow toward action
The initial ecosystem metrics signaled severe performance decay: an average time on site of just 46 seconds, a 68% bounce rate, and an underperforming 0.4% lead conversion rate.
The User Perspective: Visitors-specifically professional specifiers-encountered a static, low-feedback interface where all information components competed for attention. They were forced to manually dig through multiple disconnected PDFs to find engineering specifications, driving rapid decision paralysis and early site exits.
The Stakeholder Perspective: Leadership assumed that because the interface "looked visually decent," it should perform effectively. They grew increasingly frustrated by high bounce rates and the site's failure to turn inbound traffic into qualified commercial project inquiries.
Key insights:
Architects prioritise technical clarity first, visuals second.
Homeowners prioritise aesthetics & inspiration first, then cost.
5/6 participants found it “hard to evaluate” products without side-by-side comparison.
4/6 said they download spec sheets before ever filling a form or making a call.
6/6 were influenced heavily by installed project photos, not catalog studio images.
Benchmarked 7 global brands: Crittall, Dormakaba, Klein, IQ Glass, NüDoors, Hawa, Vitro.
Brands use “Inspiration + Data” layout instead of brochure-style layouts.
Downloadable assets convert better than generic enquiry buttons.
Minimalist white-space + contrast colours help position “premium architecture."
Also reviewed UX patterns from ArchDaily & Material Bank, where specifiers expect things to be “show me > convince me > let me spec it."
Key problem framing:
After research, the real problem became- Not “bad design” but “High effort decision-making experience”
High-Impact Value Communication:
I stripped away vague landing imagery and implemented a robust hero framework. The updated composition displays a clear headline clarifying the core value proposition, contextual supporting subtext, and an explicit, high-contrast primary Call-to-Action (CTA).
Linear Information Sequence:
To match natural analytical and purchasing workflows, I mapped out a progressive, highly scannable component flow down the page canvas:
What this is > Why it matters > How it works > Proof/Credibility > Action
Visual & Typographic Hierarchy Fixes:
I enforced stark typographic contrast across headings, expanded negative space to reduce visual noise, and eliminated fragmented layout patterns. This significantly minimized cognitive load during rapid scanning behavior.
Interactive Feedback & Performance Tuning:
Micro-interactions: Integrated hover feedback loops, scroll-based content reveals, and responsive transitions to transform the interface into a living workspace.
Asset Optimization: Compressed oversized imagery and optimized page load paths to remove technical latency and drop-offs.
CTA Consolidation: Eliminated competing visual buttons, placing contextual CTAs only at logical user decision points
Average scroll depth: 71%
Average time on site: 46 seconds < 1m 32s
Lead form submissions: 0.4% < 1.2% (3× improvement)
Bounce rate: 68% > 42%
UX/UI Design
Visual Identity
Rapid Prototyping
Research
QA Test
Micro Interaction
Wireframe
Live website
