Greenslade Website Refresh
Greenslade & Company required a complete website overhaul to modernize their digital presence and reposition the brand as a professional, reliable, and technically authoritative industrial supplier. The existing site was outdated in both visual presentation and user experience, limiting its ability to support modern product discovery and quote requests.
The redesign reimagined the site as an RFQ-driven platform built on WooCommerce, prioritizing usability, clarity, and scalability while preserving the existing logo and brand equity.
Role:
Senior Graphic Designer / UX & Visual Strategy
Tools: Adobe XD, Photoshop
Tools: Adobe XD, Photoshop
Project Type:
Website Overhaul / RFQ & E-Commerce UX Strategy
BEFORE
The original Greenslade & Company website (shown here) was outdated and didn’t convey a professional or reliable brand image. Navigation was cluttered, product discovery was difficult, and the RFQ process was not prominent, making it challenging for users to quickly request quotes. Technical resources were also hard to access, limiting the site’s usability and effectiveness for customers
AFTER
Project Goal/Brief
I was asked to create a refreshed Adobe XD mock-up for the Greenslade & Company website. The new site would operate as an RFQ platform built on WooCommerce. The brand logo was to remain unchanged. Two visual design directions were to be explored:
Using the current color palette from the existing site, a new, complementary color palette.
Executive Design Objectives
This project was approached with leadership-level goals in mind:
- Modernize the brand’s digital presence without altering the existing logo
- Reposition the site as a professional, reliable, and technically credible resource
- Transform the website into a streamlined RFQ platform
- Improve product discovery, browsing, and technical reference access
- Support long-term scalability for product growth and content expansion
Homepage-Green
Products Page- Green
Product Page-Green
Techn Articals- Green
Homepage- Blue
Products Page-Blue
Product Page-Blue
Techn Articals- Blue
Design Leadership & Decision-Making
Information Architecture
- Reorganized product categories for clearer browsing paths
- Designed category and product hierarchies optimized for RFQ workflows
- Introduced consistent layout systems across product, category, and content pages
- RFQ-Centered UX Strategy
- Integrated RFQ calls-to-action at both category and product levels
- Designed RFQ modules to reduce friction and encourage engagement
- Balanced commerce functionality with custom quote workflows
Product & Technical Content Presentation
Product pages redesigned with clear specifications tables
Image zoom and accessory recommendations included to support decision-making
Technical resource pages structured for fast reference and filtering
Visual Authority & Brand Trust
Clean, modern layouts reinforcing professionalism and reliability
Strong typographic hierarchy to support technical scanning
Visual systems designed to feel credible, not promotional
Strategic Value Delivered
Elevated the brand from outdated to modern and credible
Shifted the website from brochure-style to RFQ-driven platform
Designed a scalable system supporting product and content growth
Applied executive-level UX thinking aligned with business goals
While this project represents a conceptual redesign, the UX and structure were intentionally built to support measurable improvements such as:
- Reduced time to product discovery
- Increased RFQ initiation across category and product pages
- Improved engagement with technical resources
- Clearer navigation for repeat industrial buyers
- The architecture supports future analytics, conversion tracking, and RFQ optimization.
