wiertz
A full redesign and repositioning for Wiertz. I rebuilt a difficult 700–800 page sitemap around business pillars, making the website easier to navigate for existing and younger audiences.
Client
Wiertz
Year
2023
Project type
UX/UI Design, Website Redesign & Repositioning
Credits
Wander Wierda
UX / UI
Redesign
Repositioning
Information Architecture
Problem
The old website had 700–800 pages, but its sitemap did not reflect the business. Users struggled to find information, while the experience felt less relevant to younger audiences.
Role & Scope
I led the information architecture, sitemap, menu navigation, business pillars, UX/UI, content hierarchy, prototyping, and post-launch iteration.
Outcome
The new structure made Wiertz easier to explore. Business pillars shaped the menu and website, creating a clearer and more contemporary experience for existing and younger users.
Process
01
Discovery & Problem
We investigated why the website was difficult to use. Its 700–800 pages had grown without a clear organizing logic.
02
Research & Principles
I studied the content, business structure, user expectations, and owner needs. Navigation needed to reflect clear business pillars.
03
Ideation & Creation
I rebuilt the sitemap and menu around business pillars, making the wider organization easier to understand.
04
Prototyping & Validation
I prototyped navigation and page structures to help users find information faster while creating a more contemporary entry point.
05
Iteration & Delivery
After delivery, I used heatmaps and feedback from users and owners to refine the navigation and even improved the homepage further.
Design Decision
Legacy Sitemap vs Business Pillars
The key decision was whether to preserve the existing hierarchy or rebuild it around the business.
Option A
Keep the existing sitemap and improve individual pages
Option B
Rebuild the sitemap around business pillars
Chose: Business-pillar navigation
The old structure made the organization difficult to understand. Business pillars created a stronger foundation for the menu, page hierarchy, and future content.
Learnings
◉
Business pillars turn internal complexity into a clearer user-facing structure.
◉
The best navigation decisions came from combining heatmaps with user and owner feedback.
What I'd do differently
◉
I would involve the stakeholders earlier in a project of the scale of Wiertz.
◉
I would test the new navigation with older generations of technology users before launch.
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