BDIExpress
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Challenge
“It feels messy and cramped together. Perhaps amateurish or cartoonish…”
As the primary stakeholder for this initiative, the CEO’s feedback set the direction for the redesign and shaped the success criteria the team was designing against. The mandate: modernize the interface and introduce AI-powered search.
Beyond the visual refresh, the homepage needed to accomplish three things: communicate BDI’s value proposition and identity, give users a clear next step (partner with BDI or browse the catalog), and highlight what makes BDI different — from knowledge base content and product substitution to customer service and easy ways to get in touch.