Discovery &
Comprehensive Audits

Technical & Performance Audit: Desktop performance scored 96, while mobile exhibited an LCP of 4.3 seconds in lab testing. Average server response time was 2.57 seconds, with 2.08 seconds spent purely on backend processing. 1,200+ DOM elements, un-cached static assets, and render-blocking scripts caused repeat visitors to experience slow load times. Accessibility checks revealed low contrast text and missing aria-labels.

Competitor Benchmarking (Yamazen TH vs. Yamazen PH vs. Misumi TH): Misumi TH sets the benchmark with full 2D/3D CAD files, interactive datasheets, faceted search by material and size, and an Add to Quote cart. Yamazen TH lacked search functionality, digital RFQ workflows, and customer account portals.

Heuristic & UX Evaluation: Lack of a sticky header forced continuous scrolling back to the top. Submenus lacked clear visual hierarchy and contained duplicated links. The hero section was cluttered with generic promotional banners instead of communicating a clear corporate value proposition. Call-to-actions lacked visual contrast and were buried in footers. Product listings were endless vertical scrolls with unaligned cards. Service descriptions lacked process visual steps, testimonials, and dedicated booking flows.

Persona 1: Procurement Manager at SME

• Goal: Rapidly compare CNC machines and submit RFQ packages.
• Pain Point: Overwhelmed by unstructured lists; inability to filter or compare models.
• Redesigned Flow:

Persona 2: Technical Engineer / Technical Buyer

• Goal: Locate precise instrument specifications, download 2D/3D PDF datasheets, and forward to procurement.
• Pain Point: Hidden spec sheets and absence of direct share/export links.
• Redesigned Flow:

Persona 3: First-Time Service Seeker

• Goal: Book maintenance, calibration, or emergency machine repair.
• Pain Point: No visible booking button; generic contact forms without confirmation timelines.
• Redesigned Flow

Strategic UX/UI Solutions & Core

Concept: Engineered for Experience

• Clear Value Proposition: Redesigned hero section highlighting Complete Turnkey Project for Industrial Excellence to establish immediate B2B authority.
• Faceted Product Discovery & Comparison: Responsive filter drawers (specifications, brands, spindle speed) paired with a sticky comparison bar for up to 3 models.
• Non-Payment RFQ E-Commerce Flow: Add to Quote functionality enabling buyers to compile a multi-item RFQ without requiring complex checkout payments.
• Trust-Building Service Hub: Visual 3-step service workflows, certified technician profiles, and verified client testimonials.
• Component-Based Design System: Built on atomic design principles using Tailwind CSS tokens, ensuring consistent typography, accessible contrast, standardized button states, and scalable input fields.

Feature Deep-Dive: Transforming Product Discoverability

Industrial B2B catalogs often suffer from deep, fragmented hierarchies where buyers struggle to locate technical specifications quickly. To address this friction on yamazen.co.th, we re-architected the discovery experience around two complementary pathways:

1. Multi-Column Mega Navigation (Browse-First Pathway)

/ The Challenge:

The legacy navigation relied on flat dropdowns that hid sub-categories and required multiple page loads to explore different machinery types.

/ The Solution:

• Level 1 (Primary Categories): Paired with clean line icons for instant mental recognition (Machine Tools, Measuring Instruments, Industrial Equipment).
• Level 2 (Product Sub-types): Organized logically to narrow down the technical scope. * **Level 3 (Brand Ecosystem):** Integrated brand logos directly into the menu (e.g., Brother, Citizen, Yasda), allowing brand-loyal engineers to jump straight to their preferred vendor catalog.
• Level 3 (Brand Ecosystem): Integrated brand logos directly into the menu (e.g., Brother, Citizen, Yasda), allowing brand-loyal engineers to jump straight to their preferred vendor catalog.

2. Intelligent Auto-Complete Search (Search-First Pathway)

/ The Challenge:

Machinery model numbers and part codes are complex and error-prone when typed manually on mobile or desktop.

/ The Solution:

• Implemented real-time query suggestions that predict product models, categories, and authorized brands as the user types.
• Embedded visual thumbnail previews and category tags within the prediction dropdown to prevent zero-result drop-offs.
• Global accessibility via a persistent sticky header on both desktop and mobile viewports.