Boosting sales and engagement by improving Microlab’s website UI, navigation, and product details.

The Microlab website redesign aimed to address critical user experience issues, such as an outdated and non-user-friendly UI, poor navigation, and lack of essential product details, and create a more user-friendly and functional website that resonates with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.

My Role
UI/ UX Designer,
Redesign the website interfaces, wireframes, prototypes, user flows, personas, user research, and usability testing.

Tools
Figma, Adobe Creative Suite

Overview
Bit-Pardaz, founded in 1989 in Tehran, excels in electronics, telecommunications, and computing. It later expanded into audio-visuals, becoming a market leader with brands like Microlab (audio systems) and Probit (support and quality). The website redesign aimed to improve UI, navigation, and content, creating a user-friendly and functional experience for customers and businesses.

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.

"I often get lost trying to find products on the site. The categories aren’t clear, and the product images are poor quality. I also wish there were more detailed descriptions and reviews. When I reached out for help, the response took too long, and it wasn’t very helpful."

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:

User Interviews
The interview with Microlab users highlighted significant frustrations around navigation, outdated design, and missing product details.

We interviewed (Current customers and Businesses) of the Microlab website to explore the challenges they faced while using the app.

Poor Navigation – Users struggle to find product details and support pages easily.

Outdated Design & Confusing Layout – The website lacks a modern, user-friendly interface.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.

The common users challenges...

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.

Simplify website navigation and menu structure.
Improve homepage layout with focused CTAs.
Add clear contact & support info.
Redesign product pages with detailed specs, images, and customer reviews.
Highlight bulk pricing on product pages.

Design Approach

Through idea exploration and user research, we identified 5 core solutions.

UI Designs

Translating initial concepts into our first visual design.

Iteration
Testing & refining our design
We tested our redesign through usability sessions with regular and business users. Tasks included navigating the new product listing page, using the comparison feature, Place order, and using Live chat. Also we used first-click and 5-second tests to evaluate the landing page clarity, CTAs, and live chat visibility.

After iteration, follow-up testing showed measurable improvements:

Users could find products quickly and compare options easily.
Business users understood bulk pricing, delivery, and special offers.
The site felt cleaner, modern, and trustworthy.

Key Outcomes

10% increase in task completion rates

Boosted NPS by 25 points

Increased engagement by 20%

Key Takeaway
This redesign showed that a human-centered, organized, and visually clear approach can significantly improve both customer and business user experiences.

combining functional clarity with visual appeal helps users feel confident, informed, and in control while navigating complex product offerings.

Key Takeaway
This redesign showed that a human-centered, organized, and visually clear approach can significantly improve both customer and business user experiences.

combining functional clarity with visual appeal helps users feel confident, informed, and in control while navigating complex product offerings.

Simplify website navigation and menu structure.
Improve homepage layout with focused CTAs.
Add clear contact & support info.
Redesign product pages with detailed specs, images, and customer reviews.
Highlight bulk pricing on product pages.

Design Approach

Through idea exploration and user research, we identified 5 core solutions.

Let'S WORK

TOGETHER

CONTACT NOW

Boosting sales and engagement by improving Microlab’s website UI, navigation, and product details.

Boosting sales and engagement by improving Microlab’s website UI, navigation, and product details.

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.

My RoleUI/ UX Designer, Redesign the website interfaces, wireframes, prototypes, user flows, personas, user research, and usability testing.

My RoleUI/ UX Designer, Redesign the website interfaces, wireframes, prototypes, user flows, personas, user research, and usability testing.

ToolsFigma, Adobe Creative Suite

ToolsFigma, Adobe Creative Suite

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.

Users could find products quickly and compare options easily.

Business users understood bulk pricing, delivery, and special offers.

The site felt cleaner, modern, and trustworthy.

Key Outcomes

10% increase in task completion rates

10% increase in task completion rates

Boosted NPS by 25 points

Boosted NPS by 25 points

Increased engagement by 20%

Increased engagement by 20%

Key TakeawayThis redesign showed that a human-centered, organized, and visually clear approach can significantly improve both customer and business user experiences.

Let'S WORK

Let'S WORK

TOGETHER

TOGETHER

My Role
UI/ UX Designer,
Redesign the website interfaces, wireframes, prototypes, user flows, personas, user research, and usability testing.

My Role
UI/ UX Designer,
Redesign the website interfaces, wireframes, prototypes, user flows, personas, user research, and usability testing.

Tools
Figma, Adobe Creative Suite

Tools
Figma, Adobe Creative Suite

Key Takeaway
This redesign showed that a human-centered, organized, and visually clear approach can significantly improve both customer and business user experiences.