Turning complex R&D into a clear
digital story
Redesigning VTT’s front page to make a complex research organisation easier to understand, strengthen its positioning with international commercial audiences, and create clearer paths from curiosity to partnership.
01
The challenge
A complex organisation has only
seconds to explain why it matters
VTT spans research, technology, industry and innovation.
The front page needed to help international commercial visitors quickly understand what VTT is, why it is a credible partner and how they could work together — particularly in the US and European markets.
What is VTT? Why VTT? How do we work together? Who do I talk to?
02
My role
UX & Visual Design Lead
Responsibilities
I led the project from research and stakeholder alignment through narrative and information structure, concepting, UX/UI design and the final responsive prototype.
03
Finding the story
Understand the organisation before designing the page
We combined stakeholder interviews, business and brand material, behavioural data and external benchmarking to understand both what VTT needed to communicate and how people were using the existing experience.
Stakeholders
Internal interviews
Behavioural data
Piwik · Hotjar · HubSpot · Google Analytics
Business & brand
Commercial concept · Annual report · PR narrative · Brand guidelines · International communications
Benchmarking
How other complex organisations communicate expertise, achievements and value
The research showed that capability content sat deeper in the experience than many users reached, while much of the interaction happened through the navigation.
04
The strategic shift
From explaining the organisation to telling a story
Rather than treating the front page as a collection of corporate content blocks, we structured it as a progression.
- WhatVTT at a glance
- WhyWhy partner with VTT?
- HowHow can VTT help?
How do we work together? - WhoMeet the experts behind
the work - ProofPartners · breakthroughs
· insights · people
The resultScroll to explore the final front page
05
Designing the experience
Every section had a job to do
-
Value proposition to Immediate clarity
Say what VTT does boldly
Large typography, strong contrast and motion helped communicate VTT’s proposition within seconds and create a more confident first impression.
-
Complex offering to Clear paths
Make partnership understandable
The partnering model translated different ways of working with VTT into a small number of clear, actionable routes.
-
Claims to Proof
Show why VTT matters
Key figures and real breakthroughs turned institutional claims into concise, tangible evidence.
-
Organisation to People
Put experts behind the experience
Real people and direct contact routes made engaging with VTT feel more personal than entering a generic sales funnel.
06
Impact
From a new front page to measurable commercial engagement
The work was designed around a commercial outcome: helping visitors understand VTT as a potential partner and move from exploration toward engagement.
Success criteria were defined around commercial engagement, so evaluating the experience was part of the design work rather than an afterthought.
- 1–2 / monthHigh-quality commercial leads
- +56%Engagement time
25s to 39s - +200%Partnering-page
engagement
“More than just the front page design… we also got ‘fuel’ to other development tracks.”
