UI/UXWeb DesignResearch

Royi Sal

Transforming a cluttered, outdated site into a clean, conversion-focused experience.

View Live Site

Results -- 3 months post-launch

3.6% to 13.8%

Conversion rate

+54.9%

Form submissions

+23%

Session duration

Overview

Full redesign of Royi Sal from research and competitor benchmarking through information architecture, wireframing, prototyping, and developer handoff. The result was a measurably better user experience and a dramatic lift in conversions.

The Challenge

The existing site had overwhelming navigation with multiple competing CTAs, a mobile-unfriendly layout with long unstructured pages, inconsistent fonts and brand tone, stale content with text placed over images, and clunky animations with poor mobile performance.

Competitor Benchmarking

Analyzed how Royi Sal compared to industry competitors in navigation, content depth, and brand positioning. Most competitors offered strong craftsmanship and B2B capabilities but lacked digital clarity and mobile usability. This clarified how Royi Sal could differentiate through clarity, usability, and stronger digital storytelling.

User Journey Mapping

Mapped user goals, actions, pain points, and opportunities across the full journey from Awareness through Consideration, Decision, and Post-Decision. Key pain points included slow load times, poor mobile navigation, lack of social proof, and unclear category structure.

Information Architecture

Reorganized the site structure to reduce cognitive load and make product discovery more intuitive. Simplified top-level navigation, grouped product categories based on user mental models, and removed redundant pages. Navigation went from 21 submenu items down to 5 clear sections with a persistent CTA.

Mobile Redesign

Rebuilt the mobile experience from the ground up with a mobile-first approach. Optimized layouts for smaller screens, improved touch targets, and significantly reduced load times.