Reframing complex fusion technology for global laboratory buyers

I reorganised the website around Nieka’s three instrument lines, introduced a consistent hierarchy across product pages, used visual callouts to explain complex engineering and created one recognisable route to product literature and demos.

To understand what buyers needed before progressing to a demo, I combined an audit of the existing website with stakeholder interviews, competitor analysis and short conversations with two groups involved in the purchase.

I spoke with Nieka founder Louis Croisetiere to understand where the existing website was limiting product discovery, sales conversations and future growth.

Technical researchers evaluate product fit. Procurement and laboratory managers assess credibility, compare suppliers and move the decision forward.

I reviewed three established competitors to understand how fusion-instrument manufacturers present their products online and where buyers encounter friction.

Research findings clustered around four recurring needs. These became the organising principles for the redesigned experience.

The research showed that technical and commercial buyers needed different levels of information, not separate websites. I structured the experience around a shared journey from product discovery to technical evaluation and demo.

The wireframes helped establish the hierarchy of the experience before applying the final visual system.

The resulting system positioned Nieka as a focused, modern engineering company without sacrificing usability or technical credibility.

Building the final experience allowed me to refine responsive behaviour, preserve the intended hierarchy and create a system that could support future products and content.

Before launch, I also checked the experience across breakpoints and browsers, focusing on readability, interaction states, content hierarchy and form usability.