01 — Problem & Context
No users.
No analytics.
No digital presence.
ISIQueue is a new industrial inspection company based in The Hague with no prior digital footprint. In a field where clients are plant managers, quality engineers, and HSE managers making high-stakes procurement decisions, the absence of a credible online presence is not just a gap — it is a disqualifier.
"The challenge was not to design a website. It was to build trust from the first pixel, in a field where trust is the product."
02 — Research & Competitive Analysis
10 competitors.
One consistent gap.
Since there were no existing users to interview, research focused on a structured review of 10 inspection and certification websites across the Netherlands and EU — including SGS, Bureau Veritas, TÜV SÜD, DEKRA, TÜV Nord, DNV, RINA, Lloyd's Register, and KIWA. The goal was to understand where companies in this field consistently fall short, then use those gaps as design opportunities.
The analysis revealed a consistent six-part navigation structure across all benchmarked sites. Rather than copying it wholesale, the ISIQueue architecture was deliberately adapted to the company's actual stage — excluding Expertise and Resources sections because the company had no content library at launch. This was a conscious decision, not an oversight.
Consistent gap found
Contact / CTA was the weakest area across all 10 sites
Only 2 of 10 competitors handled inquiry flow well. Making the request process frictionless became ISIQueue's clearest point of differentiation.
Consistent gap found
Plain language was absent across the entire industry
All 10 sites used heavy technical jargon in service descriptions. Given ISIQueue's narrower scope, writing in plain language was achievable and meaningful.
Industry pattern
4-category service structure validated by convention
Industrial Inspection, Third-Party Inspection, NDT, and Quality Audits appeared consistently across all benchmarked sites — confirmed, not invented.
Design decision
Expertise and Resources deliberately scoped out
These sections exist on all competitor sites, but ISIQueue had no content library at launch. Including them empty would undermine credibility, not build it.
03 — Information Architecture
Built for the
company's current stage.
The journey map showed that industrial B2B clients move through a cautious, structured decision process: they first verify credibility, then explore services, and only reach out when they feel confident. The IA was designed to support this sequence — trust signals first, clear service structure second, frictionless inquiry third.
04 — Wireframes & Client Collaboration
Three voices.
One direction.
Wireframes were reviewed in a working session with the client and the WordPress developer. The colour-coded annotation system distinguished three types of input: client feedback (yellow), my design notes (pink), and team discussion points (blue). This made collaboration transparent and traceable — every change had a named origin.
Key outcomes from the review: CTAs were repositioned higher on the homepage, service subtitles were added to resolve confusion between similar inspection types, and the services were confirmed as four main categories after the client validated the grouping.
Colour-coded wireframe annotations: yellow = client · pink = designer · blue = team discussion
05 — Usability Testing
Real industrial
professionals.
Real findings.
The desktop wireframe was tested with three participants from industrial and technical roles: a plant operations manager, a quality and compliance engineer, and an HSE manager. Each session lasted about 20 minutes. Participants completed four tasks: understand what the company does, find the right service, check trust signals, and submit an inspection request.
3 participants · 2 pages tested · 20 min per session · 4 tasks
Critical · Finding 01
Service category labels caused confusion between similar types
2 of 3 participants hesitated between "Industrial Inspection" and "Third-Party Inspection" — the difference wasn't clear without a short explanation.
Critical · Finding 02
Partner logos alone weren't enough to build confidence
All three participants looked for accreditation bodies and certification standards. One rated trust as 2/5 and said she would leave if she couldn't find them.
Friction · Finding 03
Two CTA buttons caused hesitation — difference not clear at a glance
Participant 3 paused between "Contact Our Experts" and "Request Inspection" for 20 seconds. Labels needed to signal different intent more clearly.
Friction · Finding 04
No response time shown after form submission
After clicking "Submit Request", participants expected to see what would happen next. Without a response time, their confidence dropped.
Positive · Finding 05
Overall page structure understood within 30 seconds
All three understood the company's purpose quickly. The four service categories were clear and easy to follow without any prompting.
Positive · Finding 06
Partner logos noticed without prompting — but expected more detail
All participants spotted the logos on their own. Placement worked well, but they expected ISO numbers and certification names, not just images.
06 — Before & After
Every change
has a named source.
Three pages were revised based directly on usability findings. No change was made for visual reasons alone — each is traceable to a specific participant observation.
Homepage — Finding 01 & 03
About Us — Finding 02
Request Inspection — Finding 04
07 — Final Interface Design
Clarity, credibility,
and a clear next step.
The final interface focuses on three things: trust signals visible from the first scroll, services presented in plain language with enough detail to self-qualify, and an inquiry process that answers the question "what happens after I click?" The site is fully responsive across desktop, tablet, and mobile.
Homepage — hero, key services overview, industries served, why choose us
Desktop
Tablet
Mobile
Fully responsive — desktop · tablet · mobile
Services — 4 categories with plain-language descriptions and contextual CTAs
Left: About Us with named ISO certification cards · Right: Request form with response time confirmation
Contact — all contact methods, location, and trust signals visible in one place
08 — Design Goals & Success Metrics
4 goals.
Measurable after launch.
Goal
Design Intervention
Future Metrics to Track
09 — Prototype & Reflection
From design
to live site.
The prototype was developed using Claude by Anthropic, guided by detailed design specifications including colour palette, layout rules, component behaviour, and interaction logic. This process produced a production-ready interactive HTML prototype, significantly reducing prototyping time while maintaining full design fidelity. The site was then implemented in WordPress by a developer.
"Starting from zero, with no users, no analytics, and no existing design, meant that every decision had to rely on research and careful judgment."
One of the main challenges was working within the honest limits of an early-stage company. ISIQueue is still new, so sections like Expertise and Resources were excluded — not because they are unimportant, but because the company is not ready to support them yet. It required making design decisions that remained realistic rather than aspirational. If this project continues, the next step is to track how users interact with the inquiry form, gather feedback from early clients, and gradually expand the service structure as the company grows.