Tube Lighting Products
Website Redesign
2026
Role
Design Lead
Services
Web Design · UX/UI · Art Direction · CRO · Accessibility · SEO
Tube Lighting Products (TLP) had an outdated website with limited content that didn't reflect the quality, capabilities, or project experience of the business. The project began with an ADA audit and homepage wireframe to identify opportunities and demonstrate a new direction. As the opportunity grew, I went on to lead the broader website redesign and establish the visual and UX direction for the new experience.
The Challenge
Elevating an outdated digital presence
The existing website didn't reflect the quality of TLP's products, capabilities, or work. The opportunity was to create a more polished and competitive digital presence that better represented the business and its professional audience.
Addressing accessibility and usability gaps
The existing experience presented opportunities to improve accessibility and usability, including issues identified through an ADA-focused review. The redesign needed to create a more accessible, intuitive experience while making information easier for visitors to find and navigate.
Building credibility through content
With limited content across the site, visitors had fewer opportunities to understand TLP's products, expertise, capabilities, and project experience. The redesigned experience needed to provide a stronger foundation for communicating the value of the business.
Creating a foundation for growth
Beyond the visual refresh, the site needed a stronger structure that could support additional pages, content, and continued SEO efforts over time. The goal was to establish a direction that could evolve with the business.
My Role
Conducted an ADA-focused review and identified opportunities across accessibility, UX, CRO, and SEO.
Created the initial homepage wireframe to demonstrate a potential new direction.
As the project expanded, led the broader website redesign from concept through visual design.
Established the overall art direction and visual design approach.
Worked closely with the client to refine the direction and evolve the experience.
Developed page structures and content patterns to support a more comprehensive site.
Considered accessibility and usability throughout the design process.
Key Decisions
01. Use the homepage to establish a new direction
The initial homepage wireframe gave us an opportunity to rethink how TLP could present its products, capabilities, and project work. It became the starting point for establishing a more refined visual and UX direction for the broader redesign.
02. Make the experience easier to navigate and understand
I rethought the information hierarchy and navigation to create clearer paths through the site. This meant giving key areas of the business (products, capabilities, projects, and company information) a more defined place within the experience.
03. Create a foundation that could grow
Rather than designing a one-off homepage, I used the initial concept to establish flexible page structures and content patterns that could support future expansion, SEO-focused content, and continued refinement of the experience.
Design Solutions
A refined visual language
I developed a sleek, modern art direction that brought greater polish and consistency to the experience while keeping TLP's products, capabilities, and project work central to the design.
A clearer content and navigation structure
The redesigned experience gave important content a stronger hierarchy and created clearer paths between products, capabilities, projects, and company information. This made the site easier to understand while giving visitors more opportunities to explore TLP's expertise.
An accessible, scalable foundation
I incorporated accessibility and usability considerations into the experience while developing flexible page structures and content patterns that could support future growth. The homepage wireframe became a tangible way to demonstrate how the broader site could evolve.
Impact
A stronger direction for TLP's digital experience
Established a modern visual and art direction for the redesigned experience.
Created a homepage wireframe that helped demonstrate the opportunity and move the project forward.
Identified and addressed opportunities across accessibility, UX, CRO, and SEO.
Created a stronger structure for communicating TLP's products, capabilities, and project experience.
Established flexible patterns that could support future content and site expansion.
Helped align the client around a clearer direction for the next phase of the website.
Quantitative performance outcomes and final launch results were not provided.