Rebuilding digital infrastructure around user needs

Integrated Power Services (IPS) is a global brand specializing in lifecycle management of electric motors and generators. IPS needed a website ecosystem that reflected its stature as a world-class brand while helping users navigate complex service offerings across industries.

🔓 To reflect IPS’s scale and expertise, the website needed to move from product-first architecture to a persona-driven experience grounded in customer needs and buying journeys.

Conducted interviews and research to develop detailed personas guiding strategic vision.

Executed full rebuild of three websites, including wireframes, copy, and visual systems.

Redesigned site structure around pain points and need states instead of product categories.

Following the strategy phase, we continued as an advisory partner to support Wild — our sister company and the team responsible for design and development — in bringing the new IPS website to life. We ensured that the strategic direction, customer personas, and UX principles we developed remained central to every design and build decision throughout the process.