Driving Strategy & Design for Micro Engineering

Creating a web presence to effectively showcase Micro Engineering Tech's digital transformation services

APPLICATION

WEBSITE

ROLE

WEB DESIGNER

DELIVERABLES

DESIGN & RESEARCH

DURATION

2021-2022

BACKGROUND

Micro Engineering Tech Inc. (METI), a digital transformation consultancy, approached me with a critical business challenge: their existing website was failing to convert visitors into leads. The site suffered from information overload, poor navigation structure, and messaging that alienated non-technical decision-makers—a significant portion of their target audience from finance and government sectors.

Research & Discovery

I began with a comprehensive site audit to understand the current user experience and identify conversion barriers. My analysis revealed three critical issues:
  1. Navigation Complexity: The menu structure contained redundant pages and unclear categorization
  2. Content Misalignment: Overly technical language that excluded key decision-makers
  3. Visual Identity: Generic design that failed to differentiate METI from competitors

Visual Design

I worked with the Micro Engineering team to redesign their layout, refreshing the content while keeping their key messages and showcasing what they offer. I created several design options that improved visual clarity and made the user experience more engaging, making sure everything fit with both what users needed and METI's brand identity.

Simplifying Navigation

The original menu structure was cluttered, with too many options and redundant pages. Most services could be consolidated into four main categories. With this in mind, I prioritized emphasizing "Services" and "Contact"— highlighting Micro Engineering's unique selling points and guiding users toward reaching out.

Refining Voice & Tone

The site’s content was overly technical and lengthy, a common user complaint. With many visitors from finance or government sectors, we needed to simplify messaging for broader accessibility by distilling complex ideas into concise language. I aimed to create a consistent tone that aligned with Micro Engineering’s brand identity.

Project Outcomes

Improved Layout & Design

I enhanced content-heavy sections with visuals for clarity, condensed written content, and linked to technical pages only when needed. Typography was updated with better font weights for improved readability and hierarchy. Generic stock photos were replaced with high-resolution images and custom illustrations. The color palette was refreshed with bright, bold tones, including METI's signature deep blue, creating a vibrant, on-brand design.

Refining Navigation Layout

I enhanced heavy content sections with visuals, condensed text, and linked to technical pages only when needed. Typography was updated for better readability and hierarchy. Generic stock photos were replaced with high-resolution images and custom illustrations. The color palette was refreshed with bright, bold tones and METI's signature deep blue for a vibrant, on-brand design.

Key Takeaways

This project exemplified how strategic design can transform not just user experience, but business outcomes—turning a website from a digital brochure into a powerful marketing asset.

Content is Strategy

This project reinforced that UX design extends far beyond visual interface design. The most impactful changes came from reimagining how METI communicated their value proposition. By transforming technical specifications into business benefits, we created messaging that resonated with decision-makers and drove action.

Draft content guidelines

Creating a set of content documents could help in further redesigns and content creation. Providing a voice and tone for future iterations would ensure a smoother transition between designers and content writers.