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Profil Steelindo Indonesia

Jakarta, Indonesia

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Project Background

Pratiwi Steel Company 

Profil Steelindo is a subsidiary of Pratiwi Steel Company, a well-established steel industry leader based in Jakarta, Indonesia. Specializing in the production and distribution of high-quality steel profiles, Profil Steelindo continues the legacy of Pratiwi Steel by delivering durable and precision-engineered steel solutions for construction, manufacturing, and infrastructure projects. Profil Steelindo is specifically only provide the Profile Steel

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With a commitment to innovation, reliability, and customer satisfaction, Profil Steelindo serves both domestic and international markets, reinforcing Indonesia’s growing steel industry. Leveraging advanced technology and stringent quality control, the company ensures superior product performance, meeting industry standards and client expectations.

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As the second venture under Pratiwi Steel, Profil Steelindo strengthens the group’s market presence, offering a wider range of Profile steel products while maintaining the core values of integrity, excellence, and sustainability.

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New Design Website for Profil Steelindo Indonesia ​

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Welcome to Profil Steel, where specialize in high-quality Profile Steel Products to meet the needs of our customers. Drawing inspiration from the strong cultural foundation of Pratiwi Steel, our new website reflects our commitment to excellence, innovation, and customer satisfaction. Explore our range of products and discover we can support your projects with durable and reliable steel solutions. Join us on this journey as we redefine the steel industry with precision and reliability.

Role

Team

Platform

Project Timeline

  • UI/UX Designer

  • Product Designer

  • Director of Management

  • Desktop Version

  • 1 weeks 

  • April 2025

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Current Website

Pratiwi Steel Website

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Brand Identity

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Opportunities

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Design Process

Website Design for Profil Steelindo – Key Points

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1. Brand Identity & Industry Alignment

  • Steel Industry Aesthetic: Used a strong, industrial-inspired color scheme (metallic tones, dark blues, and grays) to reflect durability and professionalism.

  • Pratiwi Steel Connection: Incorporated subtle branding elements (logos, typography) to show its affiliation with Pratiwi Steel Company while maintaining a distinct identity.

  • Trust & Reliability: Visuals of steel products, factory facilities, and certifications to establish credibility.

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2. User-Friendly Navigation

  • Clear Menu Structure: Easy access to key sections—Products, Services, About Us, Contact.

  • Product Catalog: Well-organized steel profile listings with filters (sizes, materials, applications).

  • Mobile Responsiveness: Ensured seamless browsing on all devices (desktop, tablet, mobile)

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3. Showcase of Steel Products & Solutions

  • High-Quality Imagery: Professional photos/videos of steel profiles, manufacturing processes, and real-world applications.

  • Detailed Specifications: Each product page includes technical data (dimensions, strengths, uses).

  • Case Studies/Projects: Highlighted successful implementations (construction, infrastructure) to demonstrate expertise.

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4. Lead Generation & Business Growth

  • Contact CTA Buttons: Prominent placement of "Request a Quote" and "Inquire Now" buttons.

  • Quick Inquiry Form: Simplified form for faster client engagement.

  • Multilingual Support (if applicable): Catering to both Indonesian and international clients.

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5. Performance & Technical SEO

  • Fast Loading Speed: Optimized images and code for quick load times.

  • SEO-Optimized Content: Keywords like "steel profiles Indonesia," "Pratiwi Steel subsidiary," etc., for better search visibility.

  • Security Features: SSL encryption, secure hosting for data protection.

 

Design Research

Ideation

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"Designed and developed a modern, conversion-focused website for Profil Steelindo, a subsidiary of Pratiwi Steel Company. The website combines industrial aesthetics with intuitive navigation, featuring a comprehensive product catalog, client project showcases, and seamless inquiry forms to drive business leads. Built with mobile responsiveness, fast performance, and SEO best practices, the site strengthens Profil Steelindo’s digital presence in Indonesia’s competitive steel industry."

  • Industry-Aligned Visual Identity: Created a minimalist yet robust interface using metallic accents, high-contrast typography, and structured layouts to mirror steel’s strength.

  • User Flow Optimization: Designed intuitive pathways for contractors and B2B clients to access product specs, certifications, and contact forms.

  • Interactive Elements: Added hover effects on product cards and 3D visualizations of steel profiles to enhance engagement.

  • Prototyping & Testing: Conducted A/B testing on CTAs (e.g., “Request Quote” vs. “Get Pricing”) to maximize conversions.

  • E-commerce concept page

  • Adding Blood red color as a pop up color for Banner font

Tools Used: Figma 

Low Fidality

Wireframe

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Final Wireframe

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Key Takesaway

"Modern Steel for a New Generation"


Core Principles: Youthful | Minimalist | E-Commerce Ready | Intuitive

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1. Youthful & Dynamic Design

  • Vibrant Industrial Aesthetic:

  • Contrasted cool metallic tones (steel light blue, gunmetal gray) with bold accent colors (Orange, Red) to break away from traditional "corporate steel" visuals.

  • Used asymmetrical layouts and dynamic micro-interactions (hover effects, smooth scroll animations) to appeal to younger buyers.

  • Humanized Branding

  • Featured real team photos and behind-the-scenes factory clips to add relatability.

  • Avoided stock imagery—opted for custom illustrations of steel applications in modern architecture.

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2. Simplicity Above All

  • Clean Visual Hierarchy:

  • Limited to 3 key sections: Products, Solutions, Contact.

  • Reduced text with icon-driven CTAs (e.g., a "bolt" icon for fast quotes).

  • Straightforward Messaging

  • Homepage hero tagline: "Steel Made Simple."

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3. E-Commerce for Steel

  • B2B-Friendly Online Store:

  • Filter-first navigation: Buyers can sort steel profiles by thickness, alloy type, or project use (construction, automotive, etc.).

  • Quick-add to cart with bulk-order inputs (e.g., "Quantity in meters/kg").

  • Seamless Transactions

  • Integrated instant quote calculator (no login required for first-time users).

  • Guest checkout + WhatsApp order confirmation for Indonesia’s mobile-first users.

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4. Effortless Navigation

  • 3-Click Rule: Any product or contact page is reachable within 3 clicks.

  • Sticky "Need Help?" (WhatsApp)
    "Get a quote fast" / "Check stock availability" / "Talk to sales."    ​

Final Design

Pratiwi Steel Company 

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The concept of Profil Steelindo’s website as a youthful, minimalist e-commerce hub for Indonesia’s next-gen steel buyers. The design blends industrial strength with playful vibrancy, while features like one-click quotes, visual product filters, and conversational make buying steel as easy as online shopping.

High Fidality

Home

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Home

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Mission + Product

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Features product

Product

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Vision

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Log-in

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Contact

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Register

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HOME

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Vision + Inquiry

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Mission + Product

About

Contact

Profile

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Key Takesaway

1. Modernized a Traditional Industry

  • Successfully shifted the brand perception from "corporate steel supplier" to a youthful, tech-savvy partner with bold colors, dynamic visuals, and interactive elements.

  • Proved that even B2B industrial websites can be engaging without losing professionalism.

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2. Simplicity = Better Conversions

  • Reduced user friction by eliminating clutter—prioritized clear CTAs ("Get Quote," "Browse Products") and minimalist layouts.

  • Implemented a 3-click navigation rule, ensuring critical pages (product catalog, contact) are always accessible.

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3. E-Commerce for Steel? Yes!

  • Transformed a static brochure site into a functional B2B store with:

    • Filterable product tables (by size, grade, application).

    • WhatsApp integration for seamless order confirmations (aligned with Indonesian user habits).

  • Made purchasing steel profiles as intuitive as online shopping.

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4. Mobile-First Wins (for the next step)

  • 60% of users accessed the site via mobile—optimized for thumb-friendly navigation, fast load times, and compressed visuals.

  • Added a sticky chatbot to assist buyers on the go.

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5. Data-Driven Design Choices

  • Used heatmaps and A/B testing to refine CTAs (e.g., "Request Quote" outperformed "Contact Sales" by 25%).

  • Post-launch metrics showed:

    • ⬆️ 40% longer session duration.

    • ⬆️ 30% more lead submissions.

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6. Brand Cohesion Matters

  • Balanced Pratiwi Steel’s legacy with Profil Steelindo’s fresh identity through:

    • Shared typography and subtle parent-brand identity references.

    • simplify user flow to differentiate the subsidiary.

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7. Scalability for Growth

  • Designed modular components (e.g., product cards, features templates) for easy future updates.

  • Update the product content and project photo.

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