Simplex 3D
Transforming Architecture with Innovative Technology
Simplex 3D is an innovative company offering 3D planning tools for construction professionals and city planners. Deloitte Digital partnered with Simplex to refine their brand strategy, create a strong visual identity, and enhance their digital presence through storytelling and interactive design elements. My role as a UX/UI designer was to help shape their branding and user experience by crafting an engaging, intuitive, and visually striking interface that effectively communicated their value.
Client
Simplex 3D | Deloitte
Services
Branding, Design and UX, Product innovation, Strategy
Industries
Architecture, Engineering & Construction (AEC), PropTech
Date
Apr 1, 2023
Research & Discovery: To design a web platform that meets the needs of AEC professionals, I worked closely with stakeholders and conducted thorough research: Stakeholder Interviews 🎤 → Gathered insights from architects, engineers, and city planners to understand their workflow challenges and needs for 3D model interaction. Competitive Analysis 🔍 → Evaluated industry-leading platforms like Autodesk Revit, Rhino, and SketchUp to benchmark user expectations and identify areas for differentiation. User Testing 🏗️ → Conducted usability tests with construction and urban planning professionals to refine navigation, collaboration features, and overall user experience. Information Architecture Review 🏛️ → Identified gaps in website navigation and 3D model interaction, optimizing user flow for a seamless digital experience.
📌 My Role & Contributions: ✅ Landing Page UX/UI Redesign – Designed a modern, sleek website to clearly communicate Simplex 3D’s offerings. ✅ Wireframing & Information Architecture – Developed a structured, user-friendly layout to simplify complex information. ✅ Brand Identity & Visual Storytelling – Created a design system that visually represents Simplex 3D’s technology and innovation.
Simplex 3D needed a cohesive brand identity and a digital presence that clearly conveyed their innovative approach to urban planning and construction. The challenge was to create an engaging platform that would captivate industry professionals while maintaining clarity in complex data visualization.
Problem Statement: "How might we redesign the website to effectively communicate Simplex 3D’s value, simplify navigation, and increase user engagement and sign-ups?"
Challenges: Lack of clear messaging – The existing website didn’t effectively convey what Simplex 3D does or its value to users. Low engagement & conversion – Visitors were dropping off before exploring key product features or signing up. Outdated visual hierarchy – The UI didn’t reflect the brand’s innovation, affecting credibility.
Interview Insights (User & Stakeholder Research): To understand how potential users interact with the website, I conducted interviews with architects, engineers, and project managers. Insights: ✔ They needed clearer explanations of how the platform works. ✔ The navigation felt overwhelming, making it hard to find relevant information. ✔ A product demo or interactive element would help showcase the platform’s capabilities.
Key Findings: 📌 Users experienced information overload - the web interface was cluttered with excessive data, making it difficult to navigate. 📌 3D model navigation needed to feel more intuitive, especially for non-technical users unfamiliar with complex design software. 📌 Collaboration tools lacked visibility, making real-time teamwork and annotations less efficient. 📌 The branding did not fully reflect the innovation behind the product, which impacted user trust and adoption rates.
Design Solutions: 1️⃣ Interactive 3D Model Navigation 🔹 Redesigned the web-based 3D interface, enabling smooth zooming, rotation, and annotation of models. 🔹 Added an intuitive gesture-based interaction system, improving usability for touch-based devices. 🔹 Implemented a data layers toggle, allowing users to switch between structural, environmental, and engineering perspectives. 2️⃣ Enhanced Collaboration & Real-Time Editing 🔹 Introduced a live commenting system, enabling teams to annotate 3D models in real time. 🔹 Developed a version history tracker, allowing users to compare design iterations. 🔹 Integrated role-based access controls, ensuring seamless yet secure team collaboration. 3️⃣ Clean & Modern UI with Motion Design 🔹 Designed a sleek, minimalistic UI that balanced aesthetics with high functionality. 🔹 Used motion design and microinteractions to enhance navigation and user engagement. 🔹 Created a dark mode UI option, reducing eye strain for professionals working in low-light environments. 4️⃣ Responsive & Cross-Device Optimization 🔹 Designed a fully responsive web interface, ensuring accessibility across desktop, tablet, and mobile devices. 🔹 Optimized performance for high-resolution 3D rendering, reducing load times by 30% for a smoother experience.
I mapped out user flows to ensure a streamlined experience from landing on the page to signing up: Homepage → Product Overview → Call-to-Action (Sign Up or Request a Demo) Homepage → Case Studies → Testimonials → Sign Up Homepage → Features → Interactive 3D Preview → Request a Demo
🔍 Usability Testing Results: After testing the new landing page with target users, we saw measurable improvements: 📈 40% increase in time spent on the page (users engaged more with content). 📉 35% reduction in bounce rates (visitors explored deeper into the site). 🚀 20% more demo sign-ups after simplifying the CTA placement.
Final Impact: 🧬 Enhanced brand DNA and recognition within the industry. 📉 Navigation time was reduced by 35%, improving workflow efficiency. 👥 Collaboration features adoption increased by 50%, enhancing teamwork. 🎨 Brand perception improved, positioning Simplex 3D as a leader in 3D planning innovation.
🛠️ What I Accomplished as a UX/UI Designer: ✅ Redesigned the landing page to clearly communicate Simplex 3D’s value proposition. ✅ Simplified navigation, making it easy for users to explore features, case studies, and product benefits. ✅ Created an engaging hero section with clear messaging and a strong call-to-action. ✅ Designed interactive elements to showcase the platform visually instead of relying on text-heavy explanations. ✅ Optimized layout & typography for readability and brand consistency. ✅ Collaborated with developers to ensure smooth implementation and responsiveness across devices.
Outcome: Created an engaging and interactive digital experience → Effectively communicates the product’s value. Simplified interactions enhance usability → Reducing cognitive overload led to higher adoption. Motion design can guide users effectively → Subtle animations improved navigation and comprehension.