Overview

Supplyframe sits at the intersection of technology, electronics, engineering, and supply-chain intelligence. As the company evolved, its digital presence needed to better communicate the breadth and sophistication of what it offered.

I led the redesign of the Supplyframe website, working across strategy, UX, content, and visual design to create a clearer, more engaging experience for its customers and partners.

The challenge wasn't simply to make the website look better. It was to make a complex business easier to understand.

The Opportunity

Supplyframe had grown into a sophisticated technology company with multiple products, audiences, and capabilities.

The existing website made it difficult for visitors to quickly understand how everything connected. We saw an opportunity to rethink the experience from the ground up—creating a clearer information architecture, stronger storytelling, and a visual system that better reflected the company's technology leadership.

My Role

Design Leadership • Website Strategy • UX

I led the website redesign from concept through execution, partnering with marketing, product, content, and development teams.

My work included:

• Leading the overall website redesign

• Defining information architecture and user flows

• Developing the visual design system

• Shaping content hierarchy and storytelling

• Designing product and solution experiences

• Creating visualizations to explain complex technology

• Collaborating across marketing, product, and development

What I Shaped

Strategy → Structure → Experience → Story

The redesign brought the different pieces of Supplyframe's business into a more cohesive digital experience.

Rather than asking visitors to understand the technology first, we focused on what they needed to accomplish and built the experience around those needs.

That meant simplifying navigation, establishing clearer content hierarchy, creating stronger entry points for different audiences, and using visual storytelling to make complex concepts easier to grasp.

Results & Impact

The redesigned website gave Supplyframe a stronger platform for communicating its expanding portfolio of products and capabilities.

More importantly, it helped shift the experience from explaining what Supplyframe is to showing customers what Supplyframe can help them accomplish.

The lesson:
When the business is complex, clarity becomes the product.