UAS Website Redesign — Creating Clarity in a Technical Industry
Bringing order, empathy, and intention into a corporate website serving both beginners and experts.
Role: UX/UI Designer, Website Planner
Industry: Gas Processing & Industrial Equipment
Date: Jan - Jul 2019
Link: United Air Systems
Background & Challenge
In 2019, I was invited to redesign the corporate website of UAS, a trading company specializing in nitrogen gas processing systems and industrial equipment.
The challenge revealed itself quickly:
No defined requirements or content direction
No reusable legacy content
A wide user spectrum—from beginners needing conceptual guidance to experts seeking specs
A technically complex domain, new to me
My task became clear:
Create order within ambiguity and build a website that communicates expertise with clarity.
Origin Brand Website of UAS
Research
To navigate an unfamiliar domain, I focused on understanding both people and content.
(1) Stakeholder Interviews
I interviewed sales managers, those closest to customers, and learned:
Common questions and misunderstandings
How clients make decisions
What information matters most (specs, applications, installation conditions)
The need for a website that could also support sales demos
(2) Competitive Review
I analyzed competitor and industry websites to identify:
Standard content structures
How technical information was typically presented
User expectations for similar platforms
(3) Content Audit
The previous website struggled with:
Confusing navigation
Dense technical language
Lack of information hierarchy
Hard-to-maintain backend
(4) User Journey Mapping
Based on interviews, I mapped two clear user types:
Beginners who need conceptual explanations
Experts who only want specifications
This differentiation drove the new IA architecture.
Key Insights
The knowledge gap is wide; content must be layered.
Navigation complexity blocks users from finding what they need.
The website must double as a sales tool, not just a customer-facing site.
Tone of voice must balance expertise with accessibility.
Key Insights
✨
Key Insights ✨
Transform
From Insights to Design
To bring clarity and intention into the experience, I translated insights into a structured design strategy:
(1) IA Restructure
I created a two-path content structure:
For beginners:
Bullet-based explanations
Applications and benefits
Simplified terminology
For experts:
Detailed specifications
Installation requirements
Product comparison
(2) Flows & Wireframes
I designed flows and wireframes emphasizing:
Simplified navigation
Modular content sections
Clear separation between foundational and advanced information
(3) Tech & CMS Strategy
WordPress was selected because it offered:
Modular, scalable content management
Lower long-term maintenance cost
Compatibility with the project budget
(4) Design Principles
Clarity before complexity
Support both beginners and experts
Every component serves a purpose
Wireframes & IA Visual
Iteration
Usability Testing at a Trade Exhibition
After the first version launched, we conducted in-person usability testing at a major industry expo, collecting insights from ~8 participants.
Key findings：
Beginners found the content easier to understand
Experts quickly located specs
Sales teams started using the site as a live demo tool
These findings guided the refinement of copy and content hierarchy.
“I finally understood what the company actually does within a few seconds.
The structure made it easy to grasp, even without a technical background.”
“The website became a practical sales tool.
We could clearly explain our products without spending extra time clarifying basics.”
“This iteration taught me that good structure reduces cognitive load — not only for users, but also for the teams who rely on the product.”
Final Experience
Product Page Design, Before
Bullet Points but visually no focal points.
→
Product Page Design, After
Icons highlight key features, and tabs hide expandable technical information to maintain visual cleanliness.
A clearer, more intentional interface supporting both comprehension and efficiency.
Impact
✔ Delivered on time and within budget
✔ CMS improved long-term maintainability
✔ Homepage bounce rate decreased by ~20–30%
✔ Increased usage by internal sales teams（qualitative feedback）
Reflection
This project shaped my approach to UX in a lasting way:
Design is the discipline of transforming complexity into clarity, and ensuring the experience remains human, intentional, and supportive.
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