IndustrialTech – B2B Platform Strategy & Web UX Review

In this project, the platform strategy, user experience, and digital positioning of a B2B industrial platform were analyzed and systematically refined to improve conversion, onboarding, and overall market effectiveness.

Context

ZILEX is developing a digital B2B platform that digitizes the configuration, calculation, and procurement of highly specialized industrial products – particularly heat exchangers.
The platform addresses a dual target group of industrial companies and manufacturers and aims to make complex technical products more accessible and comparable.

Challenge

The existing platform and website exhibited several structural challenges that limited effectiveness across key touchpoints. These included unclear positioning, inconsistencies in communication, and friction within the onboarding and conversion process.
In addition, UX, UI, and content were not consistently aligned with the platform logic and the specific requirements of the target groups, resulting in untapped potential in user guidance and the overall sales funnel.

Solution Approach

The objective was a comprehensive analysis and targeted refinement of platform strategy, user experience, and digital communication.
A structured approach was applied, combining the sharpening of mission, value proposition, and target group profiles with a systematic UX/UI analysis and an evaluation of conversion logic and communication architecture.

Implementation

In the first step, the mission, value proposition, and target groups of ZILEX were analyzed and refined to establish a clear strategic foundation.
Building on this, a detailed analysis of the publicly accessible website was conducted, focusing on user guidance, information architecture, and conversion mechanisms.

UX and UI were systematically evaluated in terms of clarity, consistency, and alignment with the platform logic. Particular attention was given to the onboarding process, the structure of the sales funnel, and the communication hierarchy – especially in relation to the core offering of configurable heat exchanger solutions.

As part of the analysis, key friction points, usability gaps, and communication inconsistencies were identified. These were addressed through concrete, prioritized recommendations, including improvements to the customer journey, reduction of entry barriers, and increased visibility of the platform logic.

In addition, specific UI/UX improvements and content adjustments were developed, including optimizations to demo access, call-to-action placement, and visual storytelling to better communicate the value proposition.

Results and Impact

The project establishes a clear strategic foundation for the further development of the platform and improves the alignment of UX, communication, and positioning with the defined target groups.
The identified measures enable targeted optimization of conversion, onboarding, and user guidance across key touchpoints.
Through the structured prioritization of recommendations, a practical and implementation-oriented roadmap is provided to support the efficient evolution of the platform.
Overall, a solid foundation has been established to improve market effectiveness, increase user adoption, and support further platform growth.