top of page

PolyForge 

Building a scalable website foundation for an early-stage startup.

Role

UX Designer

Scope
Website UX · Information Architecture · Landing & Product Pages

Duration

10 Weeks

Context
Early-stage startup · Fast iteration · Evolving requirements

Project Overview

PolyForge is a materials-focused company providing pellet-based solutions for 3D printing. The goal of this project was to redesign the company website to better communicate product value, improve clarity for a professional B2B audience, and guide users toward meaningful actions.

​

My role focused on reimagining the website’s information structure, navigation, and user flows, while aligning the visual system with a refreshed brand identity. The redesign aimed to clearly present PolyForge’s products, automation benefits, and value propositions in a way that supports both current needs and future growth.

The Challenge

  1. The existing website consisted of a single landing page with no clear information hierarchy

  2. Product explanations, value propositions, and calls to action were mixed together, making the offering difficult to understand quickly

  3. There was no established site structure, requiring the website to be redesigned from the ground up

  4. The website needed to serve as an MVP while remaining scalable for future product and content expansion

  5. The visual direction was intentionally refreshed to support clearer structure and a professional B2B positioning

Research & Discovery

To better understand the problem space, I conducted lightweight research through:​

  • Client discussions to clarify business goals, product direction, and constraints

  • Quick competitive scans of similar startup and B2B websites

  • Early feedback focused on clarity and first-impression understanding

Key Insight:

Users needed to quickly understand what PolyForge does and why it matters before engaging with deeper technical details.

This insight guided all subsequent structural and content decisions.

Information Architecture

Based on research findings, I developed and iterated on the site’s information architecture in close collaboration with the client.
Since the original website lacked a clear structure, the IA process focused on defining a logical product narrative and prioritizing key user actions.

The goals of the information architecture were to:

  • Reduce cognitive load by clarifying product structure

  • Prioritize core messaging before technical details

  • Support clear user pathways and calls to action

  • Establish a flexible foundation that could evolve with future products and content

Design Iteration: From Low Fidelity to High Fidelity

To create a website that is both easy to use and visually clear, I started by exploring multiple layout options. Every decision was guided by the information architecture, prior research, and client feedback.

What I focused on:

  • Organized the content clearly
    Made sure every section and page has a clear purpose so users can find what they need quickly.

  • Simplified the experience
    Removed unnecessary steps and pages to make the website easier to navigate and interact with.

  • Refined the design step by step
    Started with basic layouts and iterated to the final visual design, making sure the pages are both functional and appealing.

Visual Highlights:

  • Low-fidelity wireframes helped test structure, hierarchy, and navigation before adding visual details.

  • High-fidelity mockups applied visual style, clear typography, and highlighted CTAs to guide users toward key actions.

Hero & Count Down Pages

Product Overview Page

Add-on Page

View Full Low Fi Pages Here

View Full Hi Fi Landing & Product Pages Here

User Feedback & Iteration

Conducted 1-on-1 moderated testing with 3 participants (20–30 min each), focusing on Hero, Landing, and Product pages.

​

Improvements based on feedback:

  • Added 360° product views and detailed media to enhance understanding.

  • Introduced stronger, more direct CTAs to guide users toward action.

  • Increased text size and adjusted layout for readability.

  • Refined Hero and Landing pages to make key info and actions more immediately visible.

  • Applied more brand color (green) to strengthen visual identity.

Example Changing

Before

After

Outcome & Impact

The final deliverables provided PolyForge with:

  • A clear and scalable website structure

  • A focused MVP website experience, highlighting core user tasks

  • A shared understanding of product messaging and company positioning across the team

  • Clarified product line organization to help users navigate offerings more easily

“It was amazing to see our website come together into such a well-structured and scalable system! The new design completely transformed how the site feels, and the process also helped us clearly define our product positioning and overall direction.”

-- PolyForge CEO

Clients Feedback

Reflection

  • Designing structure and information hierarchy before visuals leads to clearer, more scalable outcomes

  • Making intentional trade-offs is essential when working under MVP timelines and resource constraints

  • UX can act as a tool for team alignment, helping clarify product direction and messaging beyond interface design

  • Early-stage projects benefit most from UX that balances exploration with focus

Next Steps

  • Expand beyond the MVP by designing additional pages once product and content needs are validated

  • Conduct further usability testing with a broader and more diverse user group

  • Refine interactions, content hierarchy, and CTA flows based on real user behavior and data

bottom of page