Prompt
GIIAVA, a family-owned manufacturer of edible oil derivatives, sought to revamp its B2B website to better engage users and reflect its brand identity.
Solution
Created new user-centric redesign that focuses on streamlined content with clear hierarchy, enhanced visual elements and consistent UI with readable typography.
Team
My Role
Skills
Timeline/ Company
cONTEXT
Our goal of the redesign was to transform GIIAVA’s website into a modern, user-centric platform. We aimed to make the content easily scannable, clearly present the company’s capabilities, certifications, and product offerings, and establish intuitive navigation—all while preserving a clean, industrial aesthetic appropriate for their business sector.
Problem space
For GIIAVA’s B2B audience—procurement heads, food technologists, and bulk buyers—the old website failed to deliver confidence or clarity. Navigating the site felt more like browsing a fragmented brochure than evaluating a professional supplier. Key information like product specifications, certifications, and applications lacked structure and hierarchy, making it difficult for users to assess relevance or trustworthiness. With no visual consistency or mobile responsiveness, the experience felt dated and unreliable—misaligned with the company’s expertise and scale. This disconnect between brand presence and business capability likely resulted in lost leads and undermined buyer trust at first glance.
How might we position GIIAVA as a trustworthy industry leader through its digital presence?
rESEARCH
To deeply understand the challenges users faced and address the core issues with the existing site, I conducted comprehensive research—including user interviews, competitive analysis, and a detailed SWOT analysis. These insights guided the creation of a more intuitive information architecture, laying the foundation for a strategic and user-focused redesign.
User Interviews
Combining mixed method research I conducted interview with stakeholder and 5 in-person interviews with individuals who are sellers, manufactures or buyers of lecithin in India. Using affinity map these are the insights I found.
Key Takeaways:
Competitive Analysis
To contextualize design insights, I explored the competitive environment for soy lecithin in India:
I reviewed both direct and indirect competitors to understand the positioning landscape. Among the direct competitors, companies like Process Agrochem, Sonic Biochem, and Amitex Agro stood out for their strong market presence in soy lecithin production. On the indirect side, ADM and Cargill emerged as influential global suppliers offering similar emulsifiers and alternatives, shaping industry benchmarks and expectations.
SWOT Analysis
When analyzing direct and indirect competitors, I considered the following aspects:
Product Portfolio:
What types of lecithin do they offer (liquid, powder, hydrolyzed, fractionated)?
Do they specialize in particular grades (food, feed, pharma, industrial)?
Pricing Strategy:
Are they premium, mid-range, or cost-leaders?
Do they offer bulk discounts or tiered pricing?
Market Share and Reach:
Who are their primary customers (food manufacturers, feed companies, pharmaceutical companies, exporters)?
What is their geographical reach (local, national, international)?
Customer Service and Support:
How responsive are they to customer inquiries?
Do they offer technical support or customized solutions?
Information Architecture
Content Prioritization
The The Information Architecture (IA) balances educational content (like “What is Lecithin?” and “Types of Emulsions”) with business-critical sections such as Applications and Products—making it easier for first-time visitors and industry professionals alike to navigate.
Applications → Clear Segmentation
Instead of presenting all lecithin use cases at once, I applied Miller’s Law (the UX principle of chunking to break the content) I divided it into three dedicated pages:
Lecithin for Food
Lecithin for Animals
Lecithin for Nutrition
This structure allows users to easily navigate and engage with the information most relevant to their specific industry or product focus.
Products → Direct Access to Core Offerings
Since GIIAVA primarily deals in lecithin powders and liquids, the Products section was streamlined to reflect key categories:
Lecithin Liquid
De-oiled Lecithin Powder
Lecithin Granules
Specialty Lecithin
Feed-grade Granules
By organizing the content into a user-friendly hierarchy, I ensured that technical depth doesn’t come at the cost of discoverability.
design
The insights gathered during research helped me guide every design decision:
Users struggled with information overload on the previous site. I responded by implementing modular layouts and visual grouping of content to make the website more scannable.
Competitive analysis highlighted how GIIAVA’s market lacked visual storytelling. I introduced large, clear imagery and infographics to highlight product types and manufacturing processes.
Several users wanted a clearer understanding of lecithin applications. This led me to introduce the "Applications" category, broken into food, animal, and nutrition sections.
Accessibility and content comprehension were crucial. I used large typography, reduced clutter, and simplified language so the content could appeal to users at all levels.
Wireframing & Testing
I created low-fi wireframes and tested them early with both stakeholders and proxy users. This allowed me to refine the content layout, clarify CTAs, and simplify navigation. Based on feedback, I iterated the product segmentation and elevated the visual hierarchy of the homepage.
PROPOSED SOLUTION
The final design is a clean, clutter free website that enhances trust, simplifies product discovery, and educates users through intuitive storytelling.
Main Improvements include:
A restructured homepage that quickly introduces GIIAVA’s brand mission and offerings
Segregated pages for Applications and Products for better usability
A revamped Lecithin section to explain key concepts with imagery and clarity
Strategically placed CTAs and testimonials to reinforce trust and credibility
The solution stays grounded in research while delivering a fresh, modern experience that reflects GIIAVA’s authority in the lecithin industry.
Homepage
Application Page
Results
The final outcome was a complete redesign of GIIAVA’s website, transforming it from a dated and text-heavy interface into a modern, responsive platform that better communicates the brand’s credibility and product offerings. The redesign not only enhanced usability but also aligned with contemporary design standards expected in the B2B ingredient industry.
Compared to the archived version (as of November 2023), the new site significantly improves:
Visual clarity, with more structured layouts and visual hierarchy
Content discoverability, through simplified navigation and focused product segmentation
Trust-building elements, like testimonials, certifications, and clearer CTAs
After testing the new design with users from GIIAVA’s target audience, we saw a notable improvement in user perception—NPS rose from 14 to 62, and SUS scores increased from 68% to 83%, reflecting a significantly enhanced user experience and trust in the brand. The redesign also helped solidify GIIAVA’s digital presence, positioning it more competitively in a market traditionally led by larger suppliers.
Reflection
This was an exciting opportunity to design this website. With limited references, the challenge was to create clarity, accessibility, and presence through design strategy. I learned how to balance stakeholder goals with user needs in a fast-paced, iterative project.
What I could have done better:
Conducted more user interviews with industry clients to deepen empathy and validate decisions earlier.
I could have explored more visual styles earlier to better align with user expectations and refine the brand’s visual identity with greater confidence.
Integrated a live analytics tool post-launch to track real-time performance and refine content accordingly.
