The Challenge
What Mabat3D Was Facing
Mabat3D's website showcased advanced 3D visualisation capabilities for industrial clients, but analytics and user testing with procurement decision-makers revealed that buyers could not locate relevant product applications for their specific industry without extensive browsing. The existing IA was organised by product type — a logical structure for engineers, but opaque to procurement and facilities managers who thought in terms of problems, not products.
The Solution
What We Built
We conducted audience segmentation research with 30 decision-makers across five industrial sectors, mapping their purchase journey and the language they used to describe their needs. The IA was restructured around an industry/use-case entry point with product pages rewritten to lead with business outcomes. A visual wayfinding system using 3D renders as IA landmarks was designed to leverage Mabat's visual asset strength.
Results