overview

Website Design Case Study

Designing a Product-Led Website for Advanced Aluminium Systems

Grefet develops Belgian-engineered aluminium systems for windows, doors, sliding systems and curtain walls.

The website needed to make a technically complex product portfolio easier to explore while presenting Grefet as a premium, credible partner for architects, manufacturers, industry professionals and private clients.

PROJECT DETAILS

Client: Grefet

Industry: Architecture and aluminium systems

Project: Corporate and product website

My Role: Website strategy, information architecture, UI/UX design and responsive development

The challenge

Presenting technical products without overwhelming the visitor

Grefet’s products are defined by engineering, performance and technical specifications. However, presenting every detail at once would make the website difficult to understand—especially for visitors who are still identifying the right type of system.

The website needed to introduce the product range clearly before taking users into detailed product information.

Supporting different types of customers

An architect, manufacturer and private homeowner do not approach the website with the same questions.

Architects may be interested in specifications and design flexibility. Manufacturers need system and production information. Private clients want to understand aesthetics, comfort, security and energy efficiency.

The experience needed to accommodate these different perspectives without creating separate, disconnected websites.

Balancing engineering credibility with premium presentation

The company’s value is grounded in measurable performance thermal insulation, acoustic comfort, structural strength and durability.

At the same time, aluminium systems are highly visual architectural products. The website needed to communicate both technical credibility and premium design.

Creating a clear path towards an enquiry

Visitors needed to be able to explore the product portfolio without losing sight of the next commercial step: contacting Grefet or requesting a quote.

The solution

Audience-led entry points

I structured the experience around the people visiting the website, including architects, manufacturers, industry professionals and private clients.

These entry points help users understand that Grefet serves their specific requirements and gives the company a clearer way to present relevant information.

A structured product-discovery experience

These entry points help users understand that Grefet serves their specific requirements and gives the company a clearer way to present relevant information.

The product portfolio was organised into clear families, including sliding systems, casement systems and curtain walls.

Instead of presenting the catalogue as one long technical list, the structure progressively guides users from a product category to individual systems and their specifications.

This makes the portfolio easier to browse while supporting the addition of future products.

Clear hierarchy for technical information

Product pages were designed to introduce each system with its most important benefits before presenting detailed specifications.

This allows users to quickly understand where a product fits while keeping the technical information available for architects, manufacturers and other professional buyers.

A visual language inspired by modern architecture

The interface uses generous spacing, strong typography and large architectural imagery to give the brand a more premium and contemporary presence.

The restrained visual system keeps attention on the products, materials and completed architectural environments.

Consistent enquiry opportunities

Calls to action were placed throughout the product journey so visitors can request information or discuss a project when they are ready.

The outcome

The completed website gives Grefet a clearer digital foundation for presenting its aluminium systems to multiple customer groups.

The new structure makes the product catalogue easier to navigate, communicates the technical and architectural value of the products, and provides clearer routes from exploration to enquiry.

It also creates a scalable system that can support additional products, technical content and market-specific information in the future

Clearer product discovery: Visitors can explore products through defined categories and structured product pages.

Multiple audience journeys: Architects, manufacturers, industry professionals and private clients can identify the most relevant route.

Technical information with visual clarity: Engineering details are presented without compromising the premium architectural experience.

A scalable product framework: New aluminium systems and supporting information can be added within a consistent structure.