Key Activities & Skills Applied

stakeholder interviews

I aligned with internal teams to understand business goals, product priorities, and pain points from a brand and sales perspective.

user interviews & usability testing

I conducted moderated sessions with current and potential customers to uncover how they navigated the site, what confused them, and what their expectations were when researching or specifying high-end fixtures.

heuristic evaluation

I assessed the site’s UX through the lens of Jakob Nielsen’s heuristics, revealing friction in error handling, clarity of actions, and information visibility.

competitive & comparative analysis

I analyzed top competitor and adjacent-brand websites to understand how they handled product education, visual storytelling, technical specs, and guided selling. This revealed crucial gaps and opportunities in Dornbracht’s current UX.

persona development & journey mapping

I synthesized qualitative insights into distinct user personas (e.g., architects, designers, luxury homeowners) and journey maps that captured their goals, emotional highs/lows, and content needs across the research-to-purchase funnel.

information architecture recommendations

I proposed a restructured IA with simplified navigation, better product categorization, and clearer page hierarchy to support both exploration and specification.