Graver Technologies

Graver Technologies delivers solutions to the toughest challenges in industrial filtration, separation, and purification for companies around the world.

Design Challenge
1 week
Low-fidelity wireframes

Redesigning the home page to create a lift in leads and conversions

This project was a design challenge competition for a Chicago based marketing agency. For this challenge, designers were asked to redesign the home page for Graver Technologies using only wireframes. My submission was the winner.

Briefing and Constraints

The following slides, along with a briefing video & heatmap, were provided to guide my research and design decisions. Beyond this information, I was not allowed to ask any further questions and had to problem solve using the data available at hand.

All slides designed by Steel Croissant


I conducted a competitor analysis of different websites in the industrial filtration industry. As I was only concerned with the home page, I limited my analysis to the competitors’ home pages as well.

I also looked outside of the filtration industry for further inspiration and best practices. As had a rather complex navigation menu, I looked toward websites that had well designed mega navigation menus.

Redesigning the Navigation

I found redesigning the navigation the most difficult part of this challenge. What made it more difficult than usual was not knowing which among the 3 target personas were responsible for the majority of the conversations.

Based on heatmap activity, I hypothesized that the distributor and manufacturing lead personas were responsible for driving the most leads. I therefore designed my earlier iterations with this assumption in mind. Before doing so, I pointed out a few opportunities for improvement from the original homepage.

After finishing my analysis above, I proceeded to redesign the navigation. As a starting point, I felt that the primary navigation needed to stand out more visually. Here were two of my earlier attempts.

Finalized Navigation

While I believe that the revisions above did a better job of making the primary navigation stand out, I felt that they made it more difficult for our third target persona, winemakers, to find what they need with the secondary navigation hidden.

I decided to bring back the secondary navigation from the original home page, but moved it lower down below the hero section. By placing it lower down the fold, the main navigation would still stand out visually, but users preferring to browse by industry would still easily find what they need.

My final redesign of the navigation and hero section

Mobile Navigation

As I found that my desktop navigation solution didn’t translate as well onto mobile, I took a slightly different approach and consolidated the primary navigation and Industries We Serve.

Live Prototype of Desktop

The changes beyond the navigation are rather self-explanatory in comparison. I invite you to interact with the embedded prototype below and compare the changes I’ve made to the original website at

Walkthrough Video

Lastly, feel free to check out the video below for a more in-depth presentation where I share my thought process behind all my major design decisions.