INDAB, Idustria Mettalurgica
Role — Product Designer
Timeline — 6 weeks
Skills — UX research, product strategy, UI, design system
Context
INDAB is a Brazilian metalworking company: 50 years old, 300 employees, 28M parts produced last year. A service company at the cutting edge of custom metal parts, with real Industry 4.0 expertise, everything handled in-house from engineering to production. Strong name at home, but facing tougher global competition and diversifying beyond automotive. The problem: their digital presence didn't reflect that industrial excellence.
Task
Ran the research: surveys, interviews with B2B buyers, competitive analysis
Turned insights into a positioning and product strategy
Redesigned the full flow and site architecture
Built the UI and the design system
Result
A redesign built to solve three business problems, not just refresh a site:
Conversion — a heavy contact form replaced by a responsive live chat, to secure the first contact
Attention — a complex tree structure condensed into a direct tool, giving rushed buyers immediate technical proof
Identity — a balance between 50 years of heritage and the modernity of Industry 4.0
Designed as a growth lever: defend margins through proof of expertise, support international diversification, and increase qualified B2B leads by building technical credibility before the first call.
50 years of excellence, invisible online
Founded in 1974 in a São Paulo garage. Today, one of Brazil's sharpest metalworking players. The digital world just didn't show it.
Challenging the brief
The client asked for trust markers and a better shop. But in B2B, reassurance doesn't come from a brochure, it comes from proof. So I reframed the brief instead of following it.
The research
Surveys and interviews with B2B buyers, plus competitive analysis. I clustered it all until the buying patterns surfaced.
Benchmarking the competition
I mapped competitors' sitemaps to see how they structured their offer. Most buried their expertise under complex trees. That gap became an opportunity: make INDAB's technical proof immediate, not hidden.
From data to insights
B2B buyers rank price. But proof and responsiveness decide the sale.
A trust triangle
Trust and access, autonomy and credibility. The whole site had to resolve them.
Prioritizing
A MoSCoW to decide what shipped and what waited, validated against the research.
The flow
I completely redesigned the user journey around a single idea: enabling buyers and engineers to clearly find everything they need on the site, independently, as if they were using a toolbox.
The killer feature: self-service quote
A live chat plus a qualified RFQ export, running through the site. Autonomy before the human step. A real differentiator few B2B competitors offer.
Building it, without the content
A design system built on YAPARI and Helvetica: type, palette, components. Structured so the design holds even before the real content lands.
Visual direction
An industrial identity drawn from the workshop: hard, precise, machined. Helvetica for the body, geometric shapes, a signature orange.
The challenges addressed
Conversion, attention, identity. Three business problems, one redesign.
A growth lever
Not just a site: a tool to defend margins, support diversification, and grow qualified B2B leads. Success measured by qualified leads and a shorter sales cycle, with the site reassuring buyers before the first call.
Credits
Product Designer
Charles Ardilouze