Overview
Chemikal is a leading cleaning products company in Argentina. Their website was outdated, difficult to navigate, and not aligned with the company's growth goals. The challenge was to redesign and modernise their online presence to better reflect their brand identity, improve usability, and allow them to showcase products more effectively.
The redesign also aimed to support B2B sales growth, making it easier for clients to browse, understand product details, and connect with the company.
Role & Tools
Role & Tools
- UX/UI Designer & Front-End Developer
- Conducted desk research: benchmarking, heuristics, personas
- Defined redesign goals and UX strategy
- Designed responsive flows and high-fidelity UI
- Developed the website implementation
Tools
- Figma & FigJam (wireframes, UI, research synthesis)
- HTML, CSS, JS, Bootstrap (front-end development)
- Google Meet & Slack (client collaboration)
Core problem
Chemikal's existing site failed to represent the modern brand identity of the company, provide a clear product navigation system, offer a user-friendly experience across devices, or support sales conversations with relevant technical information.
This led to poor usability, difficulty finding products, and a missed opportunity to strengthen trust with clients.
Constraints
- The redesign had to be done within a limited timeframe to align with upcoming marketing campaigns.
- The solution needed to be scalable, allowing future integration with e-commerce or B2B portals.
Solution
We proposed a complete website redesign, structured around three pillars.
- Modernised brand identity: a clean design aligned with Chemikal's updated guidelines, with strong visual hierarchy to highlight products and categories.
- Improved information architecture: a product catalog reorganised by type and application, with clear product detail pages and downloadable technical sheets.
- Responsive, scalable design and development: a mobile-first implementation with Bootstrap, lightweight and efficient, ready for future e-commerce integration.
Gallery
11 screens
Process
- 01
Research & benchmarking
Analysed competitors and industry references, conducted a heuristic evaluation of the old Chemikal website, and defined redesign objectives and user personas.
- 02
UX strategy
Created the sitemap and product categorisation flows, and defined navigation patterns to improve discoverability.
- 03
Wireframes & prototypes
Built low-fidelity wireframes for early validation, then iterated into high-fidelity UI aligned with brand colours and typography.
- 04
Development
Implemented the site using HTML, CSS, JS, and Bootstrap, ensuring responsiveness across desktop and mobile and optimising performance for quick loading times.
- 05
Handoff & launch
Delivered a functional, responsive website ready to scale into future digital initiatives.
Results
- A modern, responsive website aligned with Chemikal's brand identity.
- Improved navigation, making it easier to explore products.
- A scalable foundation for future e-commerce.
- Increased stakeholder confidence in the company's digital presence.
Conclusion
The Chemikal redesign was both a design and a development project.
It strengthened the company's digital identity, simplified product discovery and access to technical information, and positioned Chemikal to expand into B2B e-commerce in the future.
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