Rebuilding a country corporate site from a brochure into a platform that carries product discovery, technical documentation, 3D catalogue, events and enquiry capture — and became a primary source of organic traffic and digital enquiries.
The country website was a brochure. It described the company accurately and did almost nothing else. Product information lived in PDFs. Enquiries arrived as unstructured email. Events happened offline and left no digital trace. Four very different B2B businesses — Bio & Healthcare, Materials & Semiconductor, Energy & Environment, and Mobility — shared one undifferentiated shell that served none of them well.
The underlying issue was a category error: the website was owned as a communications asset when it needed to be run as a business platform.
I treated the site as a system with a job to do — help a technical buyer find the right instrument, understand it well enough to have an informed conversation, and raise a qualified enquiry — and specified it accordingly.
Product discovery. A structured product catalogue with category-level architecture, redesigned listings, dynamic product advantages, featured product systems and consistent responsive product cards, replacing PDF-hunting with navigable, indexable pages.
Technical depth. Product documents, media centre, certificates and testimonials brought on-site, so the evidence a technical buyer needs sits next to the product rather than behind an email request.
3D product experiences. An interactive 3D catalogue, so an instrument can be examined before a visitor ever speaks to sales.
Events and demand capture. Webinar pages, event booth landing pages and structured enquiry journeys, connecting offline exhibition activity to a measurable digital path.
Search architecture. SEO-friendly URLs, breadcrumbs, category-level SEO and structured content, so the platform earns discovery instead of buying all of it.
I did not write the production application. I defined what it needed to do and made sure it got built that way: business and user requirements, feature definition, information architecture and customer journeys, SEO architecture, analytics and lead-capture requirements, UI/UX review, and continuous prioritisation against what marketing and the business units actually needed next.
That translation layer — between four business units who know their instruments and a development team who know their framework — was the job.
The platform became a primary source of organic traffic and digital enquiries, and the foundation for everything downstream: the measurement architecture, the lead management workflow, and the event experiences all depend on it existing. It contributed to 400+ MINR of digitally influenced sales pipeline across the four business units.
A conversational assistant that turns a visitor's plain-language measurement problem into a cited, technically validated recommendation — with a deterministic rule engine, not the language model, holding all recommendation authority.
Replacing fragmented shared-mailbox enquiry handling with a centralised, automated lead workflow across Power Automate, SharePoint and Salesforce — and a lifecycle framework that finally connected a digital enquiry to its sales outcome.
An IT infrastructure operations platform that started as an internal ticketing requirement and grew into a SaaS proposition — SLA management, escalation workflows, asset inventory, monitoring and operational reporting.