I redesigned GTex Global to spotlight manufacturing capabilities, quality assurance, and production processes—while keeping the shared brand system consistent.
Modernizing B2B manufacturing discovery and RFQ for clarity and confidence
Role: Product Designer (end-to-end: UI/UX, Research, Growth)
Surface: B2B web (desktop-first, responsive)
GTex is Suntex Group’s manufacturing arm—deep capability, diffuse story. The brand lacked a distinct identity, technical depth wasn’t landing, and non-technical buyers struggled to act. My mandate: show manufacturing rigor without losing group unity—and compress the path from intent to inquiry.
I built around three moves. Identity & depth: mapped personas (buyers, partners, compliance), created dedicated production-line pages, and refreshed visuals—retaining the parent palette while introducing industrial photography and data-forward visuals. Clarity for non-technical users: layered content (plain-language summaries with expandable technical detail), SEO-focused copy (e.g., “ISO-certified textile production”), and A/B tests comparing plain vs. technical variants. Confidence to act: surfaced MOQs and lead times earlier, tuned RFQ entry points, and instrumented the journey to see where high-intent visitors dropped.
Impact:
The manufacturing page became the site’s highest-trafficked section,
Client inquiries rose ~20% within 2–3 months,
Sessions reaching the Manufacturing section rose ~20%, signaling improved discoverability.
Bounce on product pages decreased,
Clearer explanations increased inquiry quality from better-primed leads.
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