ESAB Corporation2024 to 20266 min read
The ESAB homepage hadn't changed in four years. It had been pulled in too many directions by too many regional teams, and nobody had had the bandwidth to fix it. There were always higher priorities. I started this as a side project during downtime; 12 rounds of revisions later, it stopped being a side project.
01 / Strategy
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.
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.
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.
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. The two cheapest changes that paid back the most.
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.
02 / Results
12 revision cycles, two rounds of user testing, and Web Governance Board approvals before anything went near production.
A region-aware brand carousel that respects ESAB's portfolio and gives loyalists the surface they kept asking for.
The broader UX program these patterns rolled into drove a 613% lift in lead generation across ESAB's web properties.
03 / My role
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 NPS moving from 26 to 38 across ESAB.
04 / Gallery