The Microlab website redesign aimed to address critical user experience issues, such as an outdated and non-user-friendly UI, poor navigation, and lack of essential product details, and create a more user-friendly and functional website that resonates with both regular customers and businesses.
Overview
Bit-Pardaz is a long-established Iranian electronics company founded in 1989, distributing well-known hardware brands including Microlab (speaker systems) and Probit across thousands of retail and business customers. Their e-commerce platform serves both individual buyers and B2B procurement teams — two user groups with very different needs.
The Problem…
We realized that the sales rates and user engagement have all been decreasing. So, decided to conduct research to understand why this is happening and what issues users are facing.
Desk Research
User feedback in desk research highlights major issues with Microlab's website, particularly around navigation, product information, and customer support.
Source: Online reviews, user forums, and social media discussions.
user Commented:
Poor Navigation – Users struggle to find product details and support pages easily.
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Outdated Design & Confusing Layout – The website lacks a modern, user-friendly interface.
Lack of Detailed Product Pages – Missing specifications, low-quality images, and no customer reviews reduce trust and engagement.
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Limited Customer Support – No live chat or quick response options make it difficult for users to get assistance.
User Archetypes
Refined our key insights into 2 personas ( Regular and Business)
Ali Reza is a 29-year-old graphic designer who enjoys tech products but isn’t highly tech-savvy. He often Buys personal tech gadgets for daily use. He values high-performance products at reasonable prices.
“The website feels cluttered, and I want a clean site where I can quickly find the right speaker without getting lost.”
Pain Points
Struggles with finding products due to poor navigation.
Finds it difficult to get detailed product descriptions and reviews.
Feels overwhelmed by cluttered UI, often abandons carts.
Sarah is a 42-year-old office manager responsible for purchasing tech equipment for her company. She frequently orders bulk office supplies and Speakers from Bit-Pardaz. She values efficiency and clear product info when ordering.
“I need bulk pricing and delivery details, but I couldn't find on the website.”
Pain Points
Hard to compare products due to poor navigation
Missing bulk pricing, delivery info, and business-specific offers.
Slow responses from customer support on bulk inquiries.
Competitive Benchmarking…
Modern design, detailed specs, and strong support on sites like Asus and Dell Middle East highlight areas for Microlab to improve UI, navigation, and CTAs.
Impact effort matrix
Identified which ideas are high‑impact and easy to do, which demand more work but pay off big, and which to drop or delay.
UI Designs
Translating initial concepts into our first visual design.
