MPB Communications is a Canadian company specializing in high-performance fiber optic and photonic solutions. As the company expanded, its website no longer reflected its expertise, nor did it effectively support lead generation or product discovery.
This project focused on redesigning the website through UX research, improving usability, simplifying complex technical content, and implementing a scalable CMS structure. SEO optimization and analytics tracking were integrated to transform the website into a measurable growth channel.
10 months
Website redesign, CMS, SEO, analytics
UX/UI Designer
Responsive Web / CMS
The redesign focused on translating technical complexity into a structured, user-friendly experience while aligning the website with business goals.
Product pages were reorganized into modular, scannable sections with clear categorization and visual hierarchy, helping users quickly understand technical solutions and identify the most relevant products for their needs.
The website’s navigation and sitemap were redesigned to create a clear, intuitive content flow. Aligning structure with SEO best practices, the site now supports higher visibility, smoother user journeys, and easier discovery of technical products.
Clear calls-to-action, improved inquiry flows, and analytics tracking were implemented to support measurable lead generation. The CMS structure enabled scalable product management and ongoing optimization.
The project began with a comprehensive audit of the existing website, combining heuristic evaluation with performance data analysis. I reviewed user behavior, traffic sources, engagement metrics, and page-level performance to identify usability issues and underperforming sections. This phase revealed friction in navigation, unclear product categorization, and missed SEO opportunities that were limiting visibility and lead generation.
Based on audit findings, the site structure was redefined to improve clarity and discoverability. A new sitemap and product categorization system were developed to simplify how technical solutions were presented. The goal was to reduce cognitive load, make product families easier to explore, and guide users more intuitively toward relevant information and inquiry points.
Low- and high-fidelity wireframes were created to test layout, hierarchy, and content prioritization across devices. Special attention was given to transforming dense technical content into scannable, structured sections supported by clear headings, spacing, and visual cues.
The UI design focused on professionalism, readability, and consistency, ensuring the experience felt modern and credible across desktop and mobile platforms.
The redesigned website was built within a scalable CMS framework, enabling internal teams to manage and update product content efficiently. SEO best practices were implemented at both structural and content levels, including optimized metadata, page hierarchy, and keyword alignment.
Analytics tracking was configured to monitor user behavior, engagement, and lead generation, turning the website into a measurable and continuously optimizable growth platform.
This project reinforced the importance of aligning UX strategy with measurable business outcomes. Designing for a highly technical industry required balancing depth of information with clarity and usability.
By combining structured information architecture, responsive design, SEO optimization, and analytics tracking, the website transitioned from a static digital presence to a data-driven growth engine.
Following launch, MPB Communications experienced significant performance growth:
Desktop traffic increased by 264%, and mobile traffic grew by 158%, validating the responsive redesign and improved information architecture.
The redesigned website evolved into a scalable, SEO-optimized platform that actively supports lead generation, product discovery, and long-term business growth.
