Creating a seamless experience

The challenge 

A cluttered website

GKN Powder Metallurgy approached us with a pressing challenge: their corporate website was overly complicated, cluttered, and lacked usability. It featured numerous components that weren’t user-friendly, hidden content that was difficult to navigate, and a poorly defined hierarchy of information. Users were often confused by the site's structure and couldn’t easily interact with elements or locate key information. 

The primary goal was clear: create an industry-leading website that is easy and intuitive to use, caters to the needs of customer and corporate audiences and pushes the boundaries of design. 

The solution 

A strategic design approach

A strategic approach grounded in thorough research and analysis shaped our redesign efforts, enabling us to create an improved website experience that puts the customer first and supports the organisation’s business objectives.

• Remove the superfluous
• Find the value
• With less, do more

Our approach included: 

• Simplifying the navigation and clarifying content hierarchy, separating corporate and B2B information. 
• A customer-first approach – organised products by industry and technology, highlighted real-world applications, and added tools like product listings, data sheet downloads, sharing features, and clear contact routes. 
• Building a flexible, modular design system to support varied content needs. 
• Adding dynamic, interactive elements to enhance engagement. 

• Applying GKN PM’s futuristic new visual identity across the design. 
• Creating AI-generated imagery to reflect key industries and technologies in line with the brand. 

• Implementing accessibility best practices. 

• Upgrading from Episerver to Umbraco 13 for better performance, scalability, and multilingual support. 

Have a look at the result here.