Weld Vision
Weld Vision is a Brazilian company specialized in welding and cutting equipment, with presence in more than 800 resellers across Brazil and abroad. The company manages different websites for specific product lines, but needed to redesign its main e-commerce platform to improve usability, SEO performance, and create a scalable digital ecosystem.
Engineering Trust Through Digital Presence
The project aimed to consolidate the brand’s digital presence, modernize the user experience, and solve fragmentation between multiple platforms. The redesign required balancing two different audiences:
- B2B clients (complex sales cycles, quotations, and negotiations)
- B2C customers (quick purchases, recurring consumables, shorter cycles)
Challenges included low SEO performance, outdated layouts, poor usability in product pages and blog, and limitations in the existing admin panel.
Context
The company faced challenges with an outdated online store, limited usability, and fragmented information architecture. Customers struggled to find products, and the existing platform lacked the scalability needed for integration with partner systems.
My Role
As Product Designer and UX Lead, I guided the project from discovery to delivery, aligning business goals with user needs. I collaborated with stakeholders, conducted research with different user segments, and transformed insights into scalable design solutions.
Key Challenges
- Unifying B2B and B2C needs in a single platform
- Improving SEO performance and technical scalability
- Designing intelligent filters for consumables and accessories
- Supporting different product page templates for equipment, consumables, torches, and CNC machines
- Ensuring usability across desktop and mobile experiences
- Enabling robust admin control for ongoing content and product management
Approach & Strategy
The redesign began with a deep dive into B2B and B2C customer needs.
- B2B buyers seek quotations, technical manuals, and longer negotiation cycles.
- B2C customers want fast product search, simple navigation, and quick checkout.
Activities:
- Stakeholder & user interviews
- Competitive benchmarking (e.g., Dell)
- Mapping expectations for compatibility, after-sales, and recurring purchases
Insights:
- B2B: technical detail and quotation flows are essential
- B2C: quick filters, easy checkout, cross-selling
- SEO and content structure drive discoverability
This phase set the foundation, aligning business goals with user needs.
Outcome
The final solution delivered a modern e-commerce platform aligned with Weld Vision’s industrial identity. The redesign improved product discoverability, simplified navigation, and set the foundation for marketplace integration and scalable SEO growth.
The new design also ensured robust admin capabilities, giving the client flexibility to update content and products with autonomy.
