Redesigning The USA Digital Experience
Redesigning The USA Digital Experience
Team
Synchronicity Web Designs
A system for the future
Project type:
- Website Design
- Campaign Marketing
- Events & Tradeshows
Team:
Synchronicity Web Design, Collaboration with developers, content strategist, brand team, and marketing
Project overview
Hokuyo Automatic USA Corporation is a leading supplier of industrial sensors, including laser distance sensors, safety laser scanners, LiDAR systems, and optical data transmission devices for factory automation, robotics, logistics automation, and process control applications across North America.
Despite Hokuyo’s technical sophistication and industry reach, its digital presence had become inconsistent, difficult to navigate, and disconnected from the company’s brand strength, especially across product pages, marketing materials, and event/tradeshow touchpoints.
My role:
I served as the Senior Lead UX/UI Designer with the amazing team at Synchronicity Web Designs, owning the project end-to-end from discovery through delivery. I defined the UX strategy, led information architecture and interface design, and established a scalable design system to support complex, data-dense product content. Beyond the website, I extended the system across marketing campaigns and physical tradeshow environments to ensure consistency at every customer touchpoint. Throughout the engagement, I partnered closely with developers, marketing, and stakeholders to guide execution, manage tradeoffs, and deliver solutions aligned with business goals.
Project scope & impact
Hokuyo USA required a modern, cohesive experience that could support complex technical products while aligning digital, marketing, and tradeshow touchpoints under one UX vision.
Designing a unified experience
This project redefined how Hokuyo USA presents its products and brand, streamlining navigation, clarifying technical content, and extending UX consistency across every customer touchpoint.
End-to-End redesign
A comprehensive UX/UI engagement spanning website redesign, marketing campaigns, and tradeshow environments, built to scale with Hokuyo USA’s growing product ecosystem.
Design Challenges
Understanding the problem space
Hokuyo’s digital experience needed to support highly technical products while improving usability, consistency, and product discovery across web, marketing, and physical touchpoints.
Defining the core challenges
Hokuyo’s digital experience needed to support highly technical products while improving usability, consistency, and product discovery across web, marketing, and physical touchpoints.
Identifying UX gaps
Through a review of core pages and user journeys, I uncovered structural and usability gaps that limited product discoverability and technical comprehension.
UX Research
Design decisions were tested against real technical workflows...not assumptions.
Research & analysis
To validate key UX decisions, we tested early concepts and refinements with technical users to ensure the redesigned experience supported fast product discovery, clear decision-making, and real-world engineering needs.
Who we tested with
We gathered feedback from engineers, integrators, and internal technical stakeholders to understand how real users search for, evaluate, and compare industrial sensing products.
What we validated
Testing focused on navigation clarity, product categorization, and time-to-spec discovery. This ensured users could quickly locate the right product without unnecessary friction.
How insights were applied
Findings directly informed layout adjustments, content hierarchy, and interaction patterns, allowing us to refine the experience before final development and launch.
What we found
User testing and iteration resulted in faster product discovery, improved technical clarity, and increased confidence in Hokuyo’s digital experience.
- 35–45% reduction in time required for users to locate relevant product categories and specifications during testing
- ~30% improvement in successful product discovery on first attempt (users finding the correct product without backtracking)
- ~40% fewer content-related questions from internal sales and technical teams following launch
Reduced time to the right product
Users were able to identify relevant product categories and navigate to detailed specifications quicker. This reduced friction in early research and evaluation.
UI that matches product sophistication
The refined visual system and clearer interactions improved the users confidence in Hokuyo’s technology, reinforcing brand credibility during high-stakes purchasing decisions.
Specs surfaced when and where users needed them
Reorganized content hierarchy and modular layouts made technical information easier to scan, compare, and understand and especially on product detail pages.
Design Systems Scalability Architecture
Creating a system that brings clarity to complex technical products and scales across touchpoints
Scalable & accessible
To support Hokuyo’s growing product ecosystem, I formalized and extended a modular design system that prioritized clarity, consistency, and scalability. The system was informed by existing brand patterns on Hokuyo USA while addressing gaps in hierarchy, reuse, and cross-channel consistency uncovered during discovery and testing.
Rather than designing one-off pages, the goal was to establish a flexible foundation that could support data-dense product content, evolving marketing needs, and physical brand experiences.
A modular system built for technical content
The design system was structured around reusable components and layout patterns that support complex, data-heavy product pages while remaining flexible enough to scale as new products and categories are introduced.
Before & after
Comparing the legacy experience with the redesigned solution highlights how clarity, hierarchy, and product discovery were improved through intentional UX decisions rather than visual changes alone.
One system across digital and physical touchpoints
The system extended beyond the website to support marketing campaigns, sales materials, and tradeshow environments—ensuring a consistent, recognizable experience wherever users interact with the brand.
Tradeshow branding
The tradeshow experience extended the digital design system into a physical environment, reinforcing brand consistency while clearly communicating product value in high-traffic, time-limited settings.
Product infographics
These infographics translate dense product and application information into accessible visual narratives, helping users quickly grasp functionality, benefits, and use cases.
Reflection & Key Takeaways
What I learned, what worked, and what I’d do next
Stay humble and learn from failures
This project reinforced the importance of system-level thinking, clear hierarchy, and continuous validation when designing for complex, technical products.
What Worked
System-level thinking and early validation helped align complex technical content, brand expression, and usability into a cohesive, scalable experience.
Key Tradeoffs
Balancing the dense technical requirements we had with clarity required deliberate hierarchy decisions. The close collaboration with stakeholders helped avoid oversimplification.
Looking Back
With the foundation in place, I’d continue iterating through post-launch analytics and deeper user testing to further optimize product discovery and decision-making.
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The goal of this project was not to add new features, but to bring clarity to what already existed
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The Dealer Portal Experience
UX/UI Design | Information Architecture | Prototyping
View All Work
UX Design | Graphics | Motion | Video | Events
Let's talk about a project
I’m here to guide you through the entire process, from the initial idea to the final completion, in a quick and deadline-driven manner. I’ll work with you every step of the way to ensure that we meet all of your project requirements and deliver high-quality results within your desired timeframe.
Clear Hierarchy for Specifications
Typography, spacing, and layout rules were intentionally defined to surface critical technical information first—allowing engineers and decision-makers to scan, compare, and validate product details with confidence.
