HME Website Redesign
ROLE
Project management, competitive research, user research, site mapping, wireframing, prototyping, branding, visual design, photography, illustration, proofreading, testing, QA
Overview
HM Electronics, Inc. is a global leader in quick-service restaurant (QSR) technology. For more than 50 years, HME has pioneered drive-thru communication solutions, evolving from the first wireless headset systems into connected hardware and enterprise SaaS offerings.
Problem
HME’s website had remained largely unchanged for nearly six years, creating usability and business challenges:
Outdated design patterns limited the mobile experience
Navigation made it difficult for users to find relevant products and solutions
Small typography reduced readability and accessibility
Content-heavy layouts created a poor scanning experience
Weak conversion paths limited opportunities for top-of-funnel lead generation
Search performance was impacted by outdated content structure and keyword strategy
HME needed a modern digital experience that could better serve customers while supporting sales and marketing goals.
Solution
I led a complete website redesign focused on improving usability, accessibility, search visibility, and lead generation.
Key improvements included:
Redesigned desktop and mobile experiences with responsive layouts
Simplified navigation and information architecture to improve product discovery
Increased typography scale and visual hierarchy for better readability
Introduced more photography and visual storytelling to reduce text-heavy pages
Reworked content strategy to incorporate SEO-focused keywords and improve search performance
Added strategic calls-to-action, contact forms, and live chat opportunities throughout the site
The new experience guided visitors through a clearer customer journey—helping them understand their challenges, explore solutions, and connect with sales.
Impact
The redesigned website transformed HME’s digital presence from a static product catalog into a customer-focused experience designed to improve discovery, engagement, and conversion.
The new platform delivered measurable improvements:
Increased year-over-year website traffic by 9%
Increased year-over-year unique users by 8%
Increased year-over-year organic traffic by 26%
Improved lead generation by 16%
Achieved #1 Google search rankings for multiple targeted keywords
Created clearer paths from product discovery to sales engagement
Improved customer education through a more intuitive user journey
Increased conversion opportunities through strategic calls-to-action, contact forms, and live chat
Established a scalable foundation for future content, campaigns, and digital growth
The result was a more effective digital experience that supported both customer needs and HME’s long-term business goals.
More Pixels, Less ParagraphS
Redesigned the site with a responsive framework to ensure a consistent experience across devices, improve mobile usability, and strengthen SEO performance.
Improved homepage usability by clarifying the page structure, strengthening visual hierarchy, and guiding users toward the four key categories most relevant to their needs.
Redesigned product pages to improve readability and content hierarchy by increasing typography size, simplifying copy, and introducing larger visual elements that made information easier to scan.
Redesigned the highest-traffic pages across the website to improve usability, visual hierarchy, and overall user experience.