Turning a fragmented website into a high-performing B2B lead generation channel
Restructuring content and refining user flows made it easier for users to understand Vivreau’s solutions and navigate the platform, supporting stronger engagement and lead generation.
Overview
Vivreau’s website made it difficult for users to quickly grasp its product offering or move between solutions. I contributed to the UX/UI redesign by organizing content more effectively, refining page structures, and improving overall flow to create a more intuitive and scalable experience aligned with business goals and measurable growth.
Key Focus Areas
• Clarify product offering across key pages
• Improve flow between solutions and product categories
• Organize content to support faster understanding
• Strengthen overall usability across the site
My Role
Product Designer
Visual Designer
Art Direction
Client
Vivreau
Website
https://vivreauwater.com
Team
Valeria Diaz (PM)
Sebastian Roach (VD)
Aldo Mora (PD)
Victor Hugo (3DM)
PROJECT IMPACT
Improving acquisition and conversion through better structure
By restructuring content and refining navigation, the redesign clarified Vivreau’s product offering and improved how users move across the platform. These changes made it easier for users to understand solutions more quickly and efficiently across key touchpoints, increasing traffic and engagement while strengthening lead generation and conversion efficiency.
UNDERSTANDING THE PROBLEM
Simplifying a fragmented experience
A focused review of the existing platform revealed key friction points across product discovery, navigation, and content hierarchy. Rather than treating these as isolated issues, they were addressed as part of a broader structural challenge. The experience lacked clear pathways, making it difficult for users to quickly understand Vivreau’s offerings and move toward meaningful actions.
THE SOLUTION
Defining Success Metrics
Success was defined by the platform's ability to improve clarity, simplify navigation, and support more effective decision-making. Rather than focusing solely on conversion, the goal was to help users quickly understand Vivreau's offerings, navigate confidently across products and solutions, and move seamlessly from exploration to action.
ANALYZING THE EXISTING PLATFORM
Identifying structural gaps
A focused review of the existing platform revealed structural and navigation challenges that limited clarity, discoverability, and overall usability.
Key information was difficult to locate, relationships between products and solutions were unclear, and users lacked clear pathways to move from exploration to action.
PLANNING & STRUCTURE
Restructuring the platform around user journeys
To transform research insights into a scalable product, I structured the experience into core systems rather than individual pages. This approach ensured consistency across the platform, reduced fragmentation, and allowed key user journeys to be optimized holistically rather than in isolation.
PROBLEM STATEMENT
How can Edward Beiner transform its digital platform into a revenue-driving channel that increases online sales while integrating appointment booking to drive in-store eye exams?
REBUILDING
Re-architecting navigation and system structure
Users primarily navigated through the homepage, scrolling extensively to find products or key actions such as booking an eye exam. This revealed a lack of clear information architecture, resulting in ineffective navigation across product categories and services. I re-archjtected the navigation from homepage-driven exploration into a scalable system that supports both commerce and service flows.
INITIAL IDEATION
Validating structure through wireframing
We developed low-fidelity wireframes to quickly validate the restructured navigation and key product flows. By focusing on layout and interaction patterns early, we identified friction points in product discovery, filtering, and appointment booking before moving into high-fidelity design.
ENHANCING DESIGN THROUGH ITERATION
Exploring navigation models to unify commerce and services
We explored multiple navigation models to reduce fragmentation and improve how users discover products and services. Each direction tested a different structural approach to organizing commerce and service content.
The goal was to identify a system that supports seamless movement between browsing, decision-making, and service engagement within a single experience.
REFINING THE EXPERIENCE
Transforming the homepage experience
The initial homepage presented usability challenges that impacted navigation and product discovery. We redesigned key components to improve clarity, structure, and overall usability, transforming the experience into a more intuitive and cohesive system.
FINAL EXPERIENCE
Delivering a Seamless End-to-End Shopping Experience
Users can explore products, compare variations, and complete purchases within a unified flow. The redesigned experience reduces friction across key interactions, creating a clear path from discovery to checkout. Consistent navigation and interaction patterns support faster decision-making and a more intuitive overall experience.
IMPACT
Driving measurable growth across key business metrics
The redesign delivered measurable gains across discovery, engagement, and conversion. By improving hierarchy and reducing friction throughout the journey, users were able to navigate more efficiently and complete purchases with greater ease.
These results validated the new system and created a strong foundation for continued growth.
CONCLUSION
Designing for scalability and long-term growth
This project reinforced the importance of designing beyond immediate usability and toward long-term scalability. By continuously validating decisions, adapting to constraints, and leveraging data, I was able to create a system that supports both current needs and future growth. The result is a more flexible, maintainable, and resilient product experience.
