Jai Bharat Industries
Modernised a wholesale B2B supplier website to improve product discoverability and create a new digital enquiry channel.
Role: Lead Product Designer
Timeline: 2 months
Scope: Website Redesign, Information Architecture, Content Strategy, Design System, SEO Foundations
BACKGROUND
Jai Bharat Industries is a Hong Kong-based supplier and exporter of craft materials, stationery, haberdashery products, sewing accessories, and adhesives, serving customers across global markets.
After more than 30 years in business, the company's website had become outdated and difficult to navigate. Product categories were hard to browse, new customers struggled to understand the company's offering, and enquiries relied heavily on existing relationships and manual communication. The redesign aimed to transform the website into a modern, searchable platform that better reflected the business and supported future growth.
PROBLEM
For both existing and prospective customers, the website made it difficult to understand the company's offering or find relevant products.
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Outdated design reduced credibility
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Navigation made products difficult to browse
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Product categories lacked clear structure
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No clear enquiry pathways existed
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New customers were acquired almost entirely offline
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Existing customers relied on manual email communication to discover new products
SOLUTION
I led the redesign of the website experience, focusing on usability, discoverability, and scalability.
This was achieved through...
1. Information Architecture Redesign
Reorganised navigation menu. Products were organised into 4 main categories, with subsequent sub-categories.
2. Website Modernisation
Redesigned key pages to create a more professional and trustworthy brand presence through improved layouts, content hierarchy, and visuals consistenct with brand legacy.
3. Introduction of Online Enquiry Pathways
Implemented clear calls-to-action and contact flows on the homepage, about us and each subsequent product page, creating a dedicated channel for inbound customer enquiries.
4. Building a Scalable Digital Foundation
Developed a reusable component library and scalable page structure, enabling the website to grow alongside the business and accommodate new products, categories, and content long after project handover.
IMPACT
9 organic enquiries in first 2 weeks
Generated 9 inbound enquiries through organic search traffic within the first two weeks of launch.
Easy to find and explore new products
Customers can now independently browse products without relying on manual email communication.
Website maintenance with design system
Built reusable components and templates that allow the website to expand as the business grows.
KEY TAKEAWAYS
Navigation Drives Discovery
Improving information architecture had a direct impact on how customers explored products and engaged with the business.
Make the Next Step Obvious for the User
B2B buyers are often busy and goal-oriented. The easier it is to find information and reach out, the more likely they are to make an enquiry before their attention shifts elsewhere.
Design for Growth
Building reusable systems early makes future expansion faster, more consistent, and easier to maintain after website handover.