Led the UI/UX design and technical SEO enhancements for Cryonomic's website redesign, shifting their focus from dry ice blaster sales to hire – resulting in significant increases in leads and traffic.
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The Challenge
Cryonomic, a leading Australian provider of dry ice cleaning solutions, needed to shift their online focus from equipment sales to hire services. Their website needed to reflect this change and attract hire customers.
Equipment sales -> Equipment hire
Their existing website struggled with:
Low Hire Conversions: Failing to convert visitors into hire leads (1.72%).
Poor User Engagement:Low interaction rates and a confusing user journey (Microsoft Clarity).
Unclear Value Proposition: Not effectively communicating the benefits of hiring.
Limited SEO:Optimised for sales, not hire services.
Outdated Design:Reflecting poorly on their brand.
My Role and Approach
As lead designer, I spearheaded the UI/UX design and technical SEO enhancements, focusing on:
User Journey
Streamlining navigation and calls to action (CTA) for easy booking.
Key design decisions were driven by user behaviour data, Cryonomic's business goals, and a focus on creating a modern and engaging online experience:
Product-Focused Layout: Emphasising the ice blasters with visuals and descriptions.
Accordion Feature: Improved engagement with product information (addressing low interaction rates).
Prominent CTAs: Clearer calls to action to encourage hire bookings.
Improved Navigation: Simplified navigation for easier access to hire services.
Modern Brand Identity: Revitalised the style guide with a contemporary colour palette, typography, and visual elements to create a more unique and modern brand presence.
Design Decisions:
Key design decisions were driven by user behaviour data and Cryonomic's business goals:
Product-Focused Layout: Emphasising the ice blasters with visuals and descriptions.
Accordion Feature: Improved engagement with product information (addressing low interaction rates).
Prominent CTAs: Clearer calls to action to encourage hire bookings.
Improved Navigation: Simplified navigation for easier access to hire services.
Modern Brand Identity: Revitalised the style guide with a contemporary colour palette, typography, and visual elements to create a more unique and modern brand presence.
The following before-and-after screenshots illustrate the key design changes made to the website:
Comparisons
The following before-and-after screenshots illustrate the key design changes made to the website:
Before
After
Refined Style Guide
A refined style guide was created to ensure brand consistency and a cohesive visual identity across the website:
Typography
Dry ice blasting
machine hire
Cryonomic provides reliable and efficient dry ice cleaning solutions for a wide range of industries. Our hire services offer flexible and cost-effective options to meet your specific needs.
Heading font
Changa Onewas selected for headings to introduce a unique, ice-themed aesthetic, reflecting the brand's core business. Its bold and distinctive character provides a strong visual impact.
Body font
Manrope, a clean and accessible sans-serif font, was chosen for body text to ensure readability and complement the distinctive Changa One. Its modern and approachable style contributes to a user-friendly experience.
Colour Palette
Primary:
#2a4592
Tertiary:
#3e96a6
Secondary:
#6ceaff
Ice Texture
Primary
Derived from logo - maintains brand recognition and conveys trust.
Secondary
Introduced to provide contrast and reinforces ice theme.
Tertiary
Introduced for interactions. Adds depth and complements the palette.
Proven Results
The following year-on-year results (Jan 2024 vs. Jan 2025) demonstrate the impact of the redesign:
CRYONOMIC HIRE SOLUTIONS
Cryonomic provides reliable and efficient dry ice cleaning solutions for a wide range of industries. Our hire services offer flexible and cost-effective options to meet your specific needs.
User behavior analysis using Microsoft Clarity provided valuable insights into how users interacted with the website, both before and after the redesign. The following heatmaps highlight key improvements in user engagement:
Before
After
Figure:Desktop and mobile hero section comparison before (left) and after (right) redesign, demonstrating increased user engagement and reduced page exits in the redesigned version.
