The Company
Masach™ is a israeli based development and manufacturing company, specializing in manufacture small shields against
electromagnetic interference for some of the world’s largest electronic companies.
www.masach.com
The Challenge
Masach products are sold directly from
distributors worldwide, and not from Masach website.
The challenge is to change the way Masach is connecting clients directly to the distributers.
The Solution
Shifting the website from e-commerce to distributors referral only.
Emphasize the unique product benefits.
My responsibilities
Deep understanding of the technology (product)
Understanding the business model
Performing full UX & UI review for the existing website
Competitors analysis
User research - understand customer needs
Full UX for the website
Presenting the research and conclusions to Masach™ stakeholders
High-fidelity wireframes
3D modeling - Cinema 4D
Pitching 2 UI concepts
Full collaboration with the R&D team
Execution
Old version design web
First thoughts
When they first explained to me about the product and company, as a technology enthusiast myself, I could no longer wait to go on a Masach™ tour and see and hear about the development, production and distribution process.
I was also always interested in the business and sales world of technology.
It was important for me to understand the advantages and disadvantages of the product in order to gain a business advantage over the other competitors.
When it comes to electronics technology, I was afraid that I would not understand the world of concepts and would not be able to go into product depth, but tenacity and imagination are two important things that helped me here.
The product is pretty dull in its visibility and reminds me of the screwdriver world.
Screw is functional but also dull in visibility. I let my subconscious mind process how I could bring the product to look so attractive and unique.
Target audience
In the field of electromagnetic protection, the main users are:
Engineers: Use shields in space, medicine and civil.
Technicians: Repair and replace existing shields
Distributors: sell the Masach™ products wholesale
Electronics lovers: The field of radio and control
Personas
Although I got all the necessary knowledge about the product and how the shielding industry works, it was important to me to understand the needs of Masach™’s customers.
So I started by creating a list of questions.
The customers answers revealed two main pain points:
There is no division of the products into different fields like military, medical, aerospace and civilian.
Lack of orientation on the various sites (of competitors) that cost them valuable time.
Moshe The Engineer
"I don't have time to search millions of sites for different sizes"
Motivations
Wants to search the dimensions immediately and get a fast quote, “time is money”.
Goals
To find the matching product time without wasting valuable time.
Pain points & needs:
Want to see the 3D component so he could rotate it and understand more about what he will get.
Want to get 3D product files for download.
Want updated dimensions and catalog for download.
See confirmation that the component has undergone laboratory testing under extreme conditions.
Yoni Technician
"Young engineers do not know that there is a lot of RF shields
dimensions and veterans are hungry for knowledge
in the field of RF protection"
Motivations
Expend the Knowledge about the welding of the shields in boards.
Goals
Find new knowledge and tech events on the RF world.
Pain points & needs:
Tutorial videos that explain the field of RF protection.
Highlighting products that are ready for immediate order.
Want updated dimensions and catalog for download.
Shai Space guy
"Competitors websites do not confirm that the RF shields have passed lab tests"
Motivations
Finding shields that I can use in the space industry.
Goals
Get the exact info about the specific shields for space and to do business quick.
Pain points & needs:
lab approval documents and ISO for components.
Shields that can withstand extreme temperatures.
Technical Support.
Fast customer service.
Personas contexts
It is important to understand that even before the purchase of the electromagnetic shielding, even in the development stages, the user makes a board in 3D software of various sizes and
must make or order electromagnetic shields in custom sizes
for the board that he creates.
Sometimes a huge order of protections is needed for the project and the purchasing
personnel will have to find existing dimensions in the industry or alternatively request
mass production in dimensions tailored to the project.
The main idea is to get industry users to look for shields first in Masach™ company website because
it has the widest range of shielding dimensions in the world and no customization is required
(a process that takes time and costly).
Competitors Research
To understand better how can I buy an RF shield product online as a client, I’ve browse the web for the main
companies that sales RF products.
Competitors Research conclusions
Most of Masach competitors have a website that give a lot of info about the RF products. After searching for an RF product
as a User, it clearly shows that improvements are needed from UX perspective.
Most of the problems are in the massive texts lines that the companies trying to explain about the product in the landing page
instead of directing the client to the product and the overall design is overload and overwhelming for the end user.
There is not one company that taking the brand to the next level, there is not a unique design touch.
Most of the products are sold from the distributers worldwide, and there websites are functioning as Ecommerce.
wireframes and design
Website architecture
Masach Landing page
The users can search the RF product at first and save valuable searching time.
Service & Technological Benefits of the the product and company are presented to the user in the front page.
With different approach, Users can search and filter the desired dimensions, to find the exact product from the starting point.
Product page
User research help me to understand the main features that the user needs to go from A to B in a faster way.
Categories page
I’ve added a filters for sorting the product dimensions, material and covers Etc…
UI design - Web + App
Masach products are look all the same and very small…
so the main challenge was to to bring them up to the front and make them look good like
jewelry. Most of the RF shields in the market are 2d sketches and after customers interview research I understand
that it is important to see them at 3D before they pick the product. from here the solution was clear.
Color scheme
The idea of this color scheme is to keep existing main blue color in
masach website and to expend to a deeper look to give a serious look
and the high tech look of the Israel flag.
Landing page design
The main screen is where the user first interaction so it important to give Masach the high tech look that
even represent Israel colors. one of the important feature was to put the search SKU# right on the landing page to give faster
give access to Masach products. more then that, engineers like to view this products in a 3d rather then a 2d look.
when dragging the curser the product moves, It’s fun :)
Product page
Mobile web app
Interactive experience
3D render of the product. The user controlling the product’s movement with the mouse.
Masach Branded High Tech look
Reflection
The major challenge in this project was to really dive deep and understand the product.
I did it using many conversations and interviews with clients who use this product on a daily basis
(Engineers, Technicians…) which help me understand there needs, and create a better version of this product.
I learned a lot from this experience.
On the UI side, it was a real treat for me to implement my 3D abilities into the design, and
gather everything I learned during this journey into my vision.