Complete Website Revamp
Safety Knives - ADCO Industry Australia
A full redesign of the Safety Knives website focused on improving navigation, product discovery, and the overall purchasing experience
Role
UI/UX Designer
Duration
6 Weeks
Industry
Industrial Safety & E-Commerce
Responsibilities
I owned the UX/UI redesign from audit and information architecture through visual design and developer handoff.
Challenge
The challenge
ADCO Industries is Australia’s official distributor of EasyCut™ Safety Knives, trusted across healthcare, logistics, manufacturing and retail.
The old site held all the information, but its dated layout, weak hierarchy and inconsistent calls-to-action made it hard to build trust or find the right product. The redesign had to feel credible and modern, simplify product discovery, and scale cleanly as the catalogue grows.
Comparison
The Transformation
“From a primarily informational wholesale experience to a clearer product-focused e-commerce journey.”
OLD EXPERIENCE
New Experience
1
The redesigned experience
Shifted the experience from generic wholesale messaging toward clearer product categories and entry points for safety knives and replacement blades.
Before - Generic Banners
After - Direct Category Pathways
2
Clear Purchase Action
Introduced stronger product information and direct Add to Cart / Buy Now actions closer to product discovery.
Before - Buried Actions
After - Better CTA
3
Stronger Visual Hierarchy
Structured the experience around a clearer journey from understanding the offering → exploring products → evaluating options → taking action.
Before - Disjointed Structure
After - Scannable Layout & White Space
E-commerce Flow
Product Discovery
Users can seamlessly transition from high-level categories directly into specific safety tools and matched replacement components.
Architecture
User Journey
Users can seamlessly transition from high-level categories directly into specific safety tools and matched replacement components.
STEP 01
Browse
Search & Discovery
STEP 02
Explore
Catalog & Facets
STEP 03
View Product
PDP Specs & Media
STEP 04
Add / Buy
Cart & Order Intent
STEP 05
Checkout
Payment & Finalized
Responsiveness
Designed Beyond Desktop
Reworked the experience to maintain clear hierarchy, readable content and accessible actions across screen sizes.
Interactive Prototype
Explore the full experience
Explore the complete experience, including micro-interactions, page transitions, and responsive layouts.
What the redesign delivered
Modern Visual Identity
Improved Navigation
Better Product Discovery
Responsive Experience
Consistent Design System
Developer-ready Handoff
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