Redesigning the B2C website to improve usability, Visibility, and engagement
Redesigning the B2C website to improve usability, Visibility, and engagement
Saint-Gobain India wanted to expand its presence in the B2C interior segment, helping homeowners, interior designers, architects, and builders understand the possibilities of glass in residential spaces.
The existing website, however, was not serving this audience well — navigation was confusing, content was scattered, and the visual experience did not feel inspiring or premium enough for interior-focused users.
I worked on redesigning key website pages with a focus on usability, clarity, and visual storytelling, while aligning with Saint-Gobain’s brand identity and business goals.
Saint-Gobain India wanted to expand its presence in the B2C interior segment, helping homeowners, interior designers, architects, and builders understand the possibilities of glass in residential spaces.
The existing website, however, was not serving this audience well — navigation was confusing, content was scattered, and the visual experience did not feel inspiring or premium enough for interior-focused users.
I worked on redesigning key website pages with a focus on usability, clarity, and visual storytelling, while aligning with Saint-Gobain’s brand identity and business goals.
Saint Gobain
Saint Gobain
Role
Role
User Research, User Interviews, Prototyping, Experience Design
User Research, User Interviews, Prototyping, Experience Design
Time
Time
4 months, September 2022 - December 2022
4 months, September 2022 - December 2022
Tools
Tools
Figma
Figma
My role
My role
I was responsible for:
Redesigning key website pages for better usability and clarity
Creating mobile-responsive layouts
Improving visual hierarchy and content structure
Designing: Get Inspired page, Homepressions page (360 visualization), Product description pages, Search and menu exploration experience, Project showcase pages.
Developing a visual design system including: Colors, Typography, Icons, CTA styles, Component consistency
I collaborated with the UX team to understand user journeys, but my primary contribution was in translating insights into clean, usable, and aesthetic UI solutions.
I was responsible for:
Redesigning key website pages for better usability and clarity
Creating mobile-responsive layouts
Improving visual hierarchy and content structure
Designing: Get Inspired page, Homepressions page (360 visualization), Product description pages, Search and menu exploration experience, Project showcase pages.
Developing a visual design system including: Colors, Typography, Icons, CTA styles, Component consistency
I collaborated with the UX team to understand user journeys, but my primary contribution was in translating insights into clean, usable, and aesthetic UI solutions.
Challenge
Challenge
Product Perspective
Saint-Gobain wanted to shift from a primarily B2B brand to also attract B2C interior consumers, but the website was built more for technical audiences than homeowners and designers.
Key business challenges included:
Educating users about glass as a replacement for wood, laminates, MDF, and paint
Making glass feel trendy, premium, and aspirational
Increasing enquiries from both large builders (DLF, Sobha, Aditya Birla, Brigade) and small fabricators
Improving organic SEO traffic and reducing bounce rate
Saint-Gobain wanted to shift from a primarily B2B brand to also attract B2C interior consumers, but the website was built more for technical audiences than homeowners and designers.
Key business challenges included:
Educating users about glass as a replacement for wood, laminates, MDF, and paint
Making glass feel trendy, premium, and aspirational
Increasing enquiries from both large builders (DLF, Sobha, Aditya Birla, Brigade) and small fabricators
Improving organic SEO traffic and reducing bounce rate
UX Perspective
From a usability perspective, users were facing:
Confusing navigation
High cognitive load
Slow page load times
Poor findability of products and applications
Inconsistent product pages
Lack of visual storytelling
Difficulty finding contact points
Limited interactive or visual tools
Many users felt excited about glass but lost on the website, unable to understand what to do next.
From a usability perspective, users were facing:
Confusing navigation
High cognitive load
Slow page load times
Poor findability of products and applications
Inconsistent product pages
Lack of visual storytelling
Difficulty finding contact points
Limited interactive or visual tools
Many users felt excited about glass but lost on the website, unable to understand what to do next.
Design Principle and key insights
Design Principle and key insights
From user journeys, SWOT analysis, and competitive analysis, key insights were:
What users were doing:
Browsing reviews and testimonials
Searching for fabricators
Looking for durable, sustainable materials
Comparing products
Viewing project galleries
Major pain points:
Landing on the wrong Saint-Gobain website due to poor SEO
Confusing technical buzzwords
Feeling overwhelmed by too many products
Unintuitive navigation
Lack of tangibility (no 3D/visual tools)
Slow site performance
Hard-to-find contact points
Key opportunities identified:
Add breadcrumbs for better navigation
Use more visualizers (360 views, room previews)
Create project showcases for credibility
Add filters for residential vs commercial use
Improve search and product comparison
Add FAQs, brochures, and blogs
Show product availability upfront
Improve content structure
From user journeys, SWOT analysis, and competitive analysis, key insights were:
What users were doing:
Browsing reviews and testimonials
Searching for fabricators
Looking for durable, sustainable materials
Comparing products
Viewing project galleries
Major pain points:
Landing on the wrong Saint-Gobain website due to poor SEO
Confusing technical buzzwords
Feeling overwhelmed by too many products
Unintuitive navigation
Lack of tangibility (no 3D/visual tools)
Slow site performance
Hard-to-find contact points
Key opportunities identified:
Add breadcrumbs for better navigation
Use more visualizers (360 views, room previews)
Create project showcases for credibility
Add filters for residential vs commercial use
Improve search and product comparison
Add FAQs, brochures, and blogs
Show product availability upfront
Improve content structure
Estimation
Estimation
30%
increase in organic
enquiries
increase in
conversion rate
20%
Increase
EBITDA
25%
Goals
Goals
Business Goals
Short-term goals:
Increase goal completion rate
Improve engagement and discoverability
Drive more organic SEO traffic
Increase social media interaction
Raise awareness of glass applications in interiors
Long-term goals:
Build a community of brand advocates (interior designers, architects)
Position glass as the “go-to material” for interiors
Promote sustainability and green building
Short-term goals:
Increase goal completion rate
Improve engagement and discoverability
Drive more organic SEO traffic
Increase social media interaction
Raise awareness of glass applications in interiors
Long-term goals:
Build a community of brand advocates (interior designers, architects)
Position glass as the “go-to material” for interiors
Promote sustainability and green building
User Goals
Users (homeowners, designers, builders) wanted to:
Understand glass applications easily
See real-life examples of glass in homes
Compare products visually
Find trusted fabricators and retailers
Download brochures
Get in touch with Saint-Gobain representatives easily
Core Job to Be Done:
“Help me understand how glass can work in my space and guide me toward the right product or expert.”
Users (homeowners, designers, builders) wanted to:
Understand glass applications easily
See real-life examples of glass in homes
Compare products visually
Find trusted fabricators and retailers
Download brochures
Get in touch with Saint-Gobain representatives easily
Core Job to Be Done:
“Help me understand how glass can work in my space and guide me toward the right product or expert.”
Design Process
Design Process
Understanding the system
Vision and target audience
User journeys
SWOT analysis
Competitive websites (AIS, Guardian Glass, Benjamin Moore, Asian Paints)
Information architecture of Saint-Gobain
Vision and target audience
User journeys
SWOT analysis
Competitive websites (AIS, Guardian Glass, Benjamin Moore, Asian Paints)
Information architecture of Saint-Gobain
Wireframes → High-Fidelity UI
I collaborated with UX team and created wireframes focusing on:
Clear visual hierarchy
Better navigation
Reduced cognitive load
More engaging layouts
I collaborated with UX team and created wireframes focusing on:
Clear visual hierarchy
Better navigation
Reduced cognitive load
More engaging layouts
Logo & Visual Identity
I defined:
Colors
Primary: #15418B
Background: White + Light grey
CTA gradients for primary and microsite actions
Typography
Responsive sizes for headers, subheaders, and body text
Iconography & Visual Cues
I defined:
Colors
Primary: #15418B
Background: White + Light grey
CTA gradients for primary and microsite actions
Typography
Responsive sizes for headers, subheaders, and body text
Iconography & Visual Cues
Final UI Screens
Final UI Screens
These are the final uI screens which I worked on, which was presented to the client and approved by them. I have focused on creating simple, minimalist and aesthetic design to convey the thought process behind the design.
These are the final uI screens which I worked on, which was presented to the client and approved by them. I have focused on creating simple, minimalist and aesthetic design to convey the thought process behind the design.
Get Inspired Page
Get Inspired Page
These Screen is created to help users find glass Inspirations for their interiors, whether it’s needed for home, office space, residential complex, hotels and resorts, etc.
These Screen is created to help users find glass Inspirations for their interiors, whether it’s needed for home, office space, residential complex, hotels and resorts, etc.
Product Description Page
This screen shows all the details regarding the product features Including Visualise the glass,
glass characteristics, glass Analysation and related products.
This screen shows all the details regarding the product features Including Visualise the glass,
glass characteristics, glass Analysation and related products.
Homepression Page
This screen shows products related to home, it give us idea about how the product will look at a homely settings and visualise it at a 360 degree view .
This screen shows products related to home, it give us idea about how the product will look at a homely settings and visualise it at a 360 degree view .
Project Description page
Project Description page
Project description page showcase a project which has used saint gobain glasses in their buildings, this page shows all the detail regarding the project, what kind of glass and gallery of images to showcase the product.
Project description page showcase a project which has used saint gobain glasses in their buildings, this page shows all the detail regarding the project, what kind of glass and gallery of images to showcase the product.
Search and Menu Page
This section focus was to make exploration throughout the website easier and convenient, even if we are not able to find any product, the website would still continue suggesting other products, application, projects, etc.
This section focus was to make exploration throughout the website easier and convenient, even if we are not able to find any product, the website would still continue suggesting other products, application, projects, etc.
Next Steps
Next Steps
Although the project was still in development, Saint-Gobain estimated:
Increased enquiries from major construction firms
Better engagement from small vendors and fabricators
Improved navigation leading to higher conversion
Future enhancements were expected to include:
More visualizers
Better filters
Stronger SEO
More personalized experiences
More project showcases
Although the project was still in development, Saint-Gobain estimated:
Increased enquiries from major construction firms
Better engagement from small vendors and fabricators
Improved navigation leading to higher conversion
Future enhancements were expected to include:
More visualizers
Better filters
Stronger SEO
More personalized experiences
More project showcases
Reflection
Reflection
Working on Saint-Gobain taught me that redesigning for usability is not just about aesthetics — it is about guiding user behavior, reducing confusion, and building trust.
I learned how critical clear information architecture is for complex product websites, especially in construction and materials industries.
The project also showed me the power of visual storytelling — how images, 360 views, and real-life projects can make technical products feel accessible and inspiring.
Most importantly, I understood how design can directly impact business outcomes like enquiries, retention, and brand perception.
Working on Saint-Gobain taught me that redesigning for usability is not just about aesthetics — it is about guiding user behavior, reducing confusion, and building trust.
I learned how critical clear information architecture is for complex product websites, especially in construction and materials industries.
The project also showed me the power of visual storytelling — how images, 360 views, and real-life projects can make technical products feel accessible and inspiring.
Most importantly, I understood how design can directly impact business outcomes like enquiries, retention, and brand perception.
2025 Sahil Islam. All Rights Reserved
2025 Sahil Islam. All Rights Reserved