PORTFOLIO
HYTERA - GLOBAL B2B WEBSITE
CLIENT
Hytera Communications Corporation
PROJECT
B2B Website
How can a challenger brand compete with a global giant?
Overview
Hytera needed a modern, scalable B2B website that reflected its global brand and supported complex product discovery across multiple markets. The existing experience lacked clarity, consistency and conversion‑focused pathways.
My role
As Senior Product Designer / Creative Lead
I led UX, UI and brand direction, working closely with stakeholders to define a digital experience that balanced technical detail with clear, intuitive navigation.
The challenge
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Outdated design and fragmented content
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Complex product catalogue with unclear pathways
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Low engagement and poor organic performance
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Need for a modern, scalable design system
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Global audience with varied needs
Approach
1. Research & insight gathering
I conducted stakeholder interviews, competitor analysis and content audits to understand user needs and business priorities.
2. Simplifying decision‑making
I restructured the product taxonomy and navigation to help users quickly identify the right solutions based on industry, use case and technical requirements.
3. Visual & brand elevation
I introduced a modern visual language, improved photography direction and created a modular design system to support future growth.
4. High‑performance UX
I designed conversion‑focused pages, clearer product comparisons and more intuitive pathways into technical documentation.
136%
Increase in organic traffic
45%
Increase in time on site
32%
Increase in pages per visit
Outcomes
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136% increase in organic traffic
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45% increase in time on site
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Reduced bounce rate
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Stronger brand perception and clearer product discovery
“The new site isn’t just slick, it’s built to perform. We’ve seen big rises in traffic since launch, and our dealer network and customers love the functionality and design!”
ROB GREEN
MARKETING MANAGER - HYTERA UK
What I learnt
This project reinforced the value of combining UX clarity with strong visual direction to elevate brand perception and improve conversion in complex B2B environments.