Webolizma
Product
Corporate Website
Skills
UI/UX Design
My Role
Digital Product Designer
Date
Aug 8, 2024
Team
Serhat T. , Kerem T.
About the Project
Vital Mutfak is an established industrial kitchen equipment manufacturer serving major hotel and restaurant chains. The project aimed to create a dual-purpose web platform: one that enables customers to explore products effortlessly, and another that communicates the brand’s long-term expertise and reputation.
My Role
Problem Statement
For Vital Mutfak, the goal was to increase B2C conversion while immediately communicating the brand’s 27-year corporate reliability.
User behavior analysis showed that visitors faced challenges across three critical areas:
Lack of trust during the first seconds on the homepage
Difficulty understanding hierarchy and categories on product listing pages
Unclear purchase flow on the product detail page due to non-CTA-like form placement
To solve these, a clear journey was designed: homepage → listing → product detail, each optimized for clarity, trust, and conversion.
Research
User behavior patterns, corporate communication models, B2C conversion tactics, and industry standards shaped the design foundation.
Detailed Findings
Trust Signals: Users want to see references within the first seconds.
Product Discovery: Category-first structure boosts conversion significantly.
Corporate Messaging: Brand’s long history should be presented with clear hierarchy.
Mobile Behavior: 70% of visits originate from mobile devices.
Guidance: Users click product categories most right after the hero section.
Solution Approach
The site was designed to guide users quickly, build trust early, and streamline product discovery with a clean structure.
Detailed Solutions
Strong hero + reference block placed at the top.
Product categories designed with minimal iconography.
Corporate pages structured with a separate navigation logic.
Mobile design optimized for fast category access.
“Why Vital?” page strengthens brand perception.
Product pages redesigned with conversion-oriented CTAs.
My Design Principles
Trust: Reinforced with references, tone, and transparency.
Clarity: Clear visual hierarchy guiding attention.
Simplicity: Minimal interface with no unnecessary noise.
Accessibility: Optimized for mobile and scannability.
Conversion Focus: Delivering users directly to product categories.
Users gain trust immediately → increasing motivation to explore products.
The homepage didn’t clearly reflect the brand’s long-standing corporate presence, industry experience, and major client references.
For B2C visitors—who often decide within the first 5 seconds—this created a trust barrier before engaging with products.
Solution Implemented:
A strong reference block (Rixos, Ramada, Dedeman, etc.) was placed directly below the hero section.
The “27 Years of Experience” message was visually prioritized to create instant credibility.
The hero text highlighted the brand’s core promise and product professionalism.
High-quality visuals of industrial kitchens reinforced trust through environmental context.
Users understand categories instantly → less effort to find the right product.
The listing pages lacked a clear visual hierarchy, making it difficult for users to mentally categorize products.
B2C users want to quickly recognize categories, compare products, and filter choices with minimal cognitive effort.
Solution Implemented:
Product categories redesigned using clean, icon-based, large card layouts.
“Best Sellers” and “New Arrivals” sections were added to match user expectations.
Product cards were simplified to emphasize image → product name → product type, aligning with industry browsing habits.
Category titles placed on the left; “View All” positioned on the right for better hierarchy and scanning.
All cards standardized in spacing, scale, and layout to reduce cognitive load.
The request form is no longer passive → it now works as an action-oriented purchase CTA.
Since purchasing occurs through a request form (B2B/B2C hybrid flow), the form’s visibility and CTA behavior were crucial.
However, the form previously looked like a passive information block rather than an action-driving button.
Solution Implemented:
The “Product Request Form” button was redesigned as a primary red CTA, following familiar user interaction patterns.
It was placed directly beneath the product title – model – image trio, where users expect primary actions.
The form opens like a CTA flow rather than appearing as a static page, increasing purchase intent.
The secondary button (“Product Details”) was visually demoted to reinforce decision hierarchy.
Technical specifications were rewritten in a simplified paragraph structure for easier comprehension.
Strong brand trust communicated from the first touchpoint.
Product category discovery became significantly faster.
Corporate content gained clarity and readability.
Mobile usability improved extensively.
The website became a powerful digital showcase supporting both sales and brand presence.
This project demonstrated the importance of balancing commercial goals with corporate identity.
Future steps include refining category flows through user testing and introducing product comparison features.
