From Complexity to Clarity:
Role
Digital UX/UI Designer
Year
2024 - 2025
Applications
Figma, Google Analytics, Excel, Notion, Miro
Brief
Airtek Group, a leader in HVAC automation and energy management solutions, faced challenges with their digital platform's usability for engineers and facility managers. The existing website's complex navigation and dense technical information hindered user engagement and product inquiries. Our objective was to transform Airtek's digital presence into an intuitive, user-friendly platform that effectively communicates their offerings to a technical audience.
The Challenge: A System That Wasn't Working for Its Users
For engineers and facility managers, time is everything. Whether they’re troubleshooting HVAC systems or evaluating new energy management solutions, they need quick, reliable access to technical specifications, product details, and manuals. But Airtek Group’s website—meant to be a gateway to their BACnet systems, Building Management Solutions (BMS), and VRF/VRV controls—was anything but efficient.
What should have been a seamless digital experience was instead a frustrating maze of scattered information, unclear navigation, and missed conversion opportunities. Users were struggling to find what they needed, and Airtek was losing potential leads.
The problem was clear:
Complex site navigation made it difficult for engineers to locate product details and technical documentation.
Overloaded technical content lacked structure, making key specifications difficult to digest.
An inefficient inquiry process caused drop-offs, limiting product requests and sales opportunities.
Something had to change.
Understanding the Users: Uncovering the Pain Points
Before jumping into solutions, we had to understand how engineers and facility managers interacted with the site.
We conducted usability research with 40+ stakeholders, including engineers, facility managers, and internal sales teams, to map out the biggest pain points and opportunities for improvement.
Key Insights:
Engineers need clarity, not clutter. They often work in high-pressure environments and don’t have time to search through disorganized content.
Technical documents were hidden or hard to access. Users frequently left the site without finding what they needed.
Lead generation wasn’t working. Inquiry forms were buried in the site structure, and unclear CTAs led to missed opportunities.
With these insights, it was time to redesign Airtek’s digital experience to work for its users—not against them.
Design Approach: A Redesign Built for Clarity and Efficiency
To transform Airtek’s website into a user-first experience, we focused on three critical areas:
1. Simplifying Navigation & Information Architecture
We restructured the entire site navigation, prioritizing:
A streamlined product hierarchy to help engineers quickly find relevant HVAC and energy solutions.
Easier access to technical documents through a dedicated "Download" section, reducing frustration.
User-tested labels and categories to eliminate confusion in product differentiation.
2. Improving Content Hierarchy & Readability
We reworked product pages to ensure that engineers could scan, absorb, and act on information faster:
Visual hierarchy enhancements made key specifications stand out.
Interactive elements allowed users to compare product capabilities without endless scrolling.
Condensed technical descriptions ensured clarity without overwhelming the user.
3. Optimizing Lead Generation & CTA Placement
We redesigned Airtek’s inquiry system, ensuring that interested users could contact sales in fewer steps:
Clear, visible CTAs placed strategically to encourage conversions.
A simplified inquiry form that reduced friction and increased form completion rates.
More direct product request pathways tailored for engineers and facility managers.
The Impact: Turning Frustration into Actionable Results
The results spoke for themselves:
35% increase in average session duration, showing improved engagement and usability.
20% boost in product inquiries within 3 months, proving the effectiveness of the new lead generation strategy.
Bounce rate reduced by 30%, confirming easier product discoverability.
3x increase in product downloads & technical document requests, demonstrating that engineers could now easily access the information they needed.
By redesigning Airtek’s website with clarity, efficiency, and user needs in mind, we didn’t just improve a digital experience—we helped engineers and facility managers make faster, better decisions.
Key Takeaways: What I Learned from This Project
B2B doesn’t mean boring. Even technical audiences expect usability, clarity, and efficiency in digital products.
Navigation & information hierarchy matter. A great UX design isn’t just about aesthetics—it’s about how fast users can find what they need.
Lead generation should be seamless. Reducing friction in user flows directly impacts business outcomes.
By transforming complexity into clarity, Airtek Group now has a website that works for its users—not against them.
Reflection
Working on Airtek Group’s website redesign was a deep dive into the challenges of designing for technical audiences—engineers, facility managers, and decision-makers who rely on clarity, efficiency, and accessibility to do their jobs. Unlike consumer-facing platforms, where engagement is often driven by aesthetics and emotional appeal, this project reinforced how information hierarchy, navigation simplicity, and functional UX drive real business impact in B2B environments.
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