Koenig Equipment
How UX revamp helped Koenig Equipment modernize their website & improve user flow. Bringing clarity, efficiency, and brand consistency to a legacy equipment dealership website
Industry
E-commerce
Role
Reasearch, Wireframing, Hi-Fi Design
Techstack
Figma, Photoshop
Dated
Nov 2023
01
Problem Statement
“I just want to find the right equipment or a nearby dealership — why is it so hard?”
The old website suffered from:
Unclear navigation paths — users had to click through multiple menus to find what they needed.
Poor mobile experience — the site wasn’t responsive and broke on several devices.
Inconsistent design — font styles, button shapes, and layouts varied across pages.
Overwhelming homepage — too many competing CTAs and a lack of visual hierarchy.
As a result, users were likely to abandon the site — impacting both online engagement and dealership footfall.
02
Goals
The key objectives of the redesign were:
Simplify user journeys across equipment listings, services, and dealer locator
Create a consistent, responsive design that works across devices
Modernize the look and feel to reflect Koenig’s trusted reputation
Support lead generation through clear CTAs and improved content layout
03
Research & Discovery
To understand user behavior and project constraints, I:
Studied the existing site structure
Conducted competitive analysis of similar dealerships (e.g., John Deere dealers in Ohio/Indiana)
Mapped user personas:
Farmer looking to upgrade equipment
Turf professional needing maintenance
New customer exploring brand options
Key Insights:
Users cared more about ease of access than visual flair
“Find a Dealer” and “Search Equipment” were high-priority actions
Mobile was critical — especially for field-based users
04
Restructuring the Information Architecture
A major UX issue was poor IA: redundant links, hidden pages, and inconsistent menus.
I proposed a streamlined sitemap that grouped content into four core categories:
Equipment — Browse by type, brand, or need
Services & Parts — Repair, maintenance, precision ag solutions
Locations — Dealer locator with integrated maps
Company Info — About, careers, contact
This made it easier to guide users from interest to action without confusion.
05
Wireframes & UX Planning
I started with low-fidelity wireframes to validate layout logic, CTA positioning, and mobile responsiveness.
Key design choices:
Hero section with 1–2 high-impact CTAs (e.g., "Browse Equipment")
Clear equipment categories with icons and previews
Sticky header for consistent navigation
Optimized location search with auto-suggestions
06
Visual Design Approach
Once structure was validated, I moved to the UI phase — building out a clean, trustworthy, and brand-aligned visual design.
Style Guide Highlights:
Fonts: Strong, readable sans-serif for clarity across devices
Colors: Clean whites, rich greens, and accent yellows — echoing the agricultural roots
Buttons: High-contrast, tactile feel with consistent shape across devices
Imagery: Large, high-res product visuals and real-world dealer photos to build trust
07
Mobile-First Design
Mobile optimization was a key focus:
Fully responsive grid system
Collapsible menus and sticky CTAs
Touch-friendly filter controls in product listings
This dramatically improved usability for users accessing the site from the field or on-the-go.
08
Final Outcome
The redesigned website now:
Improves product discoverability with simplified equipment categorization
Guides users with consistent CTAs and navigation
Offers a sleek, mobile-first experience for all user types
Aligns the digital presence with the professionalism of Koenig's offline brand
09
Learnings & Reflections
Designing for a legacy business taught me:
Great UX = clear structure + content priority
Mobile-first is not optional — especially in B2B/B2C hybrid industries
IA is invisible but critical — it's the foundation for usable design
It was rewarding to help Koenig bridge the gap between their trusted offline brand and a modern digital experience.
