Roteva

Business Problem

Roteva faced an unstable flow of orders — periods of high demand were followed by quiet spells. Hiring was inconsistent, which complicated manufacturing and planning, and clients often lacked understanding of timelines when working on custom projects.

My job is to design a website that:

• Clearly explains the company's specialization

• Builds trust

• Helps clients navigate complex products

• Attracts employees and dealers

• Simplifies the customer journey from acquaintance to request

Research

Stakeholder interview. The client explained the business in detail: what their strengths are, how they differ from competitors, expectations for the website, existing pain points, who the clients are, what holds them back, and what questions they ask most frequently. The most important thing for the client was the absence of a large amount of useless text.

Competitor analysis. I analyzed Wooder, B3, Krasnaya Gorka, and Bavarsky Dom. The analysis of websites in the industry showed typical issues:

• Overloaded texts without specific details

• Weak visual presentation of products

• Complex navigation

• Lack of real-life case studies

• Unclear technical specifications

As a result, users do not understand what the company does and quickly leave the website.

Insights gained from Target Audience analysis

1. Distrust of the market

Clients are afraid of low-quality products, the absence of documents, and incompetent installation.
It is important for them to see real projects, project phases, the production process, and the people behind the product.

2. Difficulty of choice

Structures and materials have many technical features that are hard to understand without explanations. Users need a simple and intuitive explanation system.

3. Different types of users

Based on the client's data, I created three personas. The website must work for multiple audiences:

• Private customers

• Architects and designers

• Dealers and construction companies

Process: what was challenging

The most difficult part was working with the content. The company produces a technically complex product — profiles, hardware, thermal treatment, stick system curtain walls.

I researched the terminology on my own — until I could explain it in simple terms. Then, I wrote the texts in a way that allowed someone without a construction background to make an informed choice. Where there was a choice between options, I made it clear how to make it.

Project Constraints

Not everything that was planned made it into the final design.

Dealer's personal account — rejected due to budget. This is a large functional module that required separate development.

Team section — the client did not want to show employees. I suggested this section as a trust-building element, but the decision remained with him. We compensated for this with photos of the production facility, the owner, and by emphasizing the company's experience.

Production video — one of the strongest tools for the premium segment: showing the master's hands, the machine, the wood texture. Left as an idea for when the company is ready to invest in filming.

Information Architecture

Wireframes

Final Solutions

Building trust
To reduce distrust of the market, a section with real projects was added to the website: photos of the objects and their descriptions. Additionally, photos of the manufacturing process and a portrait of the founder were added — this helps to show that real people and experience stand behind the product.

Clarity of a complex product
I split the technically complex information into two levels: the main benefits and explanations are in the main content, while detailed specifications are placed in collapsible blocks. This allows users to quickly understand the product without being overwhelmed by details.

Transparency of timelines
One of the main business problems was questions about the manufacturing time for custom products. To reduce client anxiety and the number of repeating questions, an FAQ section was added to the website.

Attracting the main target audience
For dealers, architects, and designers, a separate partnership page was created, outlining the terms of work and providing an option to send a project for estimation.

Attracting employees
A "Careers" page was added to show employment opportunities in the company. This helps resolve one of the business tasks — finding specialists.

Inspiration for clients and architects
The "Ideas" section demonstrates customized solutions and examples of structural applications. It helps clients and architects visualize how the products can look in home architecture.

Responsive Design

Mobile

Tablet