Rewiring an enterprise homepage around real jobs-to-be-done.

Hero designed for an NPI factory, not a brand campaign

The hero is a slider, a business decision driven by the volume of regional new product introductions ESAB ships. We didn't have the bandwidth for custom hero builds at that scale, and as much as it stung, it was the right call. Designed for the org we actually have.

Category carousel that uses what users already click

The category carousel surfaces the most-clicked nav links and uses top-selling products as thumbnails so even unfamiliar users can orient themselves quickly. The data already told us where attention was going. The design just stopped fighting it.

40+ brands, sorted by power, filtered by region

The brand carousel is a nod to our loyalists and honestly a bit of a flex. ESAB has 40+ brands globally, sorted by brand power, with region-specific filtering baked in. The visitors who care, care a lot. Show them their brands first.

Education and support, finally surfaced

The education section reflects ESAB's push to own the thought leadership space, surfacing the knowledge base, courses, and tools that often get buried. Support was one of the most complained-about gaps on the site, so I gave it its own section with direct one-click links. Two of the lowest-effort, highest-impact changes in the redesign.

A personalized recommendation surface that learns

The personalized product carousel starts curated on a first visit, then shifts to AI-driven recommendations based on browse history. The social section pulls influencer content into a vertical video carousel. Below it, an ad-bank randomizer I built with eight customizable templates rotates up to nine region-specific ads pulled from a global master list and served randomly at page load.

Owned the redesign end to end, IA, wireframes, prototypes, visual design, design system patterns, and the heatmap and Mouseflow analysis behind the layout decisions. Walked the design through 12 revision rounds, two rounds of user testing, board approvals, and the inevitable stakeholder negotiations from marketing, product, support, and the regional teams. The patterns I shipped here became the basis for the broader site-wide UX program that drove +613% lead generation, +117% Where-to-Buy conversions, and the +46 NPS improvement across ESAB.