Redesigning the Novatech e-commerce platform to spotlight enterprise clients and partnerships
3 Months | Novatech
Novatech’s website was primarily designed for consumer sales. PC parts, accessories, and gaming systems. However, a growing share of revenue was coming from enterprise clients across defence, education, and tech sectors. My task was to redesign the site experience to highlight the B2B offering, surface flagship products like Direct2Desk, and help the business attract and convert larger clients through digital channels rather than outbound sales alone.
Novatech had built a strong reputation within B2C PC prepheral space retail but struggled to showcase its enterprise capability online.
Key issues included:
No clear pathway or navigation for business customers
B2B content buried deep within the consumer structure
Heavy reliance on manual lead generation via the sales team
Flagship enterprise solutions like Direct2Desk had no digital presence
The goal was to reposition Novatech as a credible B2B technology partner by creating a clear, trust-driven user journey for business clients and establishing a digital foundation for lead generation.
The Challenge
Original Novatech Landing Page
The Solution
Clear B2B Navigation
Introduced a dedicated “Business” pathway in the main navigation.
Structured content around Industries, Solutions, and Partners.
Enterprise Landing Pages
Designed modular, industry-specific pages highlighting Defence, Education, and Enterprise.
Integrated partner logos and proof points for credibility.
Product Storytelling
Created a feature-led page for Direct2Desk with simplified messaging hierarchy and benefit-first content.
Understanding the Users
To align the redesign with Novatech’s business audiences, I defined three core personas across the Creative, Education, and Defence sectors. These users weren’t looking to shop for parts, they were evaluating Novatech as a trusted technology partner. Their priorities centred on finding clear service information, seeing credible partnerships, and having an easy way to start a business conversation. These insights guided the site’s tone, structure, and navigation, shifting it from a retail platform to a partnership-focused experience.