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OPERI: complex MSMEs B2B growth into a simple self assessment.
Full Play and iOS app with 100+ screens from onboarding to sessions, designed and prototyped in 56 days. Light and dark theme.
My Role: Product Designer
Year: 2025
Domain: Msme
Time to read: 5 Minute
Highlights
INCIT (International Centre for Industrial Transformation) is a global B2B institution empowering manufacturers, equity firms, consultants, and governments to drive industrial transformation.
Unified Enterprise Ecosystem: Successfully consolidated 10+ B2B products and frameworks under one cohesive digital architecture without diluting sub-brand authority.
Interactive Persona Routing: Designed the signature "What Describes You Best?" hero gateway on incit.org, cutting click depth to core solutions from 4 clicks down to 1.Global Standard Alignment: Created an enterprise design system capable of scaling across international manufacturing standards (SIRI, OPERI, COSIRI, AIMRI).
Project Objective: Consolidate 10+ disparate tools and multi-stakeholder audience pathways into one cohesive, modern, and high-converting website (incit.org).
Scope of Work
Research
Problem Definition
User Flow
UI Design
Testing & Iteration
Dec 2025
Jan 2026
Feb 2026
Challenge
The primary design challenge was addressing extreme information density and preventing user cognitive overload while balancing corporate B2B authority with modern digital design.
Product Fragmentation:
INCIT’s offerings operated in silos; users struggled to understand how SIRI (Smart Industry), OPERI (Ops), and COSIRI (Sustainability) fit together under one organisation.
Diverse B2B Stakeholders:
Navigating 7 distinct global audience segments (MSMEs, C-suite, Equity Investors, Governments, Consultants, Academia, Tech Partners).
Conversion Barriers:
High drop-off rate during assessment onboarding due to ambiguity between Self-Guided Assessment and hiring a Certified Assessor.
These users personas the most from the website core features and overall experience
Manufacturers/Micro & Small Business
Wears multiple hats across shop-floor operations, sales, and plant management with limited resources.
Enterprise Transformation Lead & C-Suite │
Drives digital transformation, Industry 4.0, and AI adoption across global manufacturing facility networks.
Strategic Investor & Policy Maker (Merged: Equity Partners, VCs & Government Officials)
Evaluates industrial sectors for investment, ESG compliance, or national economic policy development.
Certified Assessor & Transformation Consultant
Independent advisor or boutique consulting firm hired by business owners to guide digital implementation.
Research approach
I mapped user intent across all target audience segments to establish a unified information architecture anchored on four clear core pillars and give competitor analysis:
Competitor Analysis Matrix
Solutions
Deny
1. Interactive Persona Gateways ("What Describes You Best?")
Replaced static corporate text on the homepage hero with an interactive gateway that auto-routes users directly to tailored solutions based on their role:
- Manufacturers: Direct path to SIRI/OPERI diagnostic tools.
- Governments & Policy Makers: Quick access to benchmark analytics and regional impact data.
- Consultants & Assessors: Direct link to the Certified Assessor Hub & Training Lab.
2. Multi-Tiered Mega Menu & Scannable Product Cards
Re-architected incit.org into 6 key pillars (Organization, Audience Gateways, Frameworks, Platforms, Training, Verification). Created a structured comparison matrix across SIRI, COSIRI, OPERI, and AIMRI so stakeholders can compare index capabilities at a glance.
3. Streamlined 3-Phase Assessment Journey
Redesigned the multi-step diagnostic workflow:
- Upfront Transparency: Displayed clear pricing (€32/fixed rate) and estimated completion time (15 mins) to build trust.
- Differentiated UI: Created distinct, dedicated views for Self-Guided Assessment vs. Assessor-Guided Sessions.
App Structure
The visual diagram below details the end-to-end Information Architecture (IA) and top-level navigation structure of the official INCIT platform. Designed to ensure intuitive user pathways, this site map outlines how global sustainability frameworks, enterprise governance portals, assessment tools, and resource hubs are organized across the primary menu system to deliver a seamless user experience.
User Journey Map
Wireframe and Prototyping
Before moving to high fidelity, I built mid-fidelity wireframes to validate layout and content hierarchy. In parallel, I mapped the visual direction through extensive reference research. tech, manufacture website, international website with match with stakeholder and client wants, and client choose tech like samsung and apple website looks and feels but the images is much follow to like aramco website image style.
WIREFRAME
Mid-Fidelity Wireframe
Visual Research
Key Screens
Delivers tangible SaaS value and business utility.
About INCIT
Prioritisation Indexes
Supporting Solutions
Prioritise+
News & Insights
Contact
EN
Who We Are
About Us
Our Advisory Board
Our Regional Ambassadors
Our Partners
Features
Corporate Client Portal
Transformation Project Progress Dashboard
XIRI-Analytics Dashboard and Filter Functions
Who We Support
Manufacturers
Equity Firms
Consultants
Governments & Associations
Industrial Start-Ups
Academic Institution & Certification Bodies
Technology & Solution Providers
Desktop 1920px
Homepage and
XIRI analytics
Mobile 375px
Homepage- Solves discovery and routing friction.
Navbar menu - About INCIT
SIRI, COSIRI, OPERI- Solves information density and scannability.
Navbar menu - Prioritise Product
About INCIT
Prioritisation Indexes
Supporting Solutions
Prioritise+
News & Insights
Contact
EN
Operational Excellence
Readiness Index (OPERI)
Introducing OPERI
Small Business
Governments & Trade Associations
Consultants
Training & Certification Centres
App Guide
Download App
Smart Industry
Readiness Index (SIRI)
Introducing SIRI
Assessment
Become Training & Certification Partner
Certified Assessor
Programme
Request Assessment
SIRI Portal
Consumer Sustainability
Industry Readiness Index (COSIRI)
Introducing COSIRI
COSIRI Assessment
COSIRI-10
COSIRI-24
Key Differences
COSIRI Training
ESG Data Analytics
Request Assessment
COSIRI Portal
Artificial Intelligence Maturity Readiness Index (AIMRI)
Introducing AIMRI
Assessment
Become Training & Certification Partner
Certified Assessor
Programme
Request Assessment
AIMRI Portal
Validation
To verify that the redesigned architecture and onboarding flows met business goals, I conducted two rounds of validation:
Quantitative Usability Testing (12 Enterprise Users)
- Task Success Rate: Tested high-priority tasks (e.g., "Find the correct assessment framework for a mid-sized factory"). Task completion increased from 58% (legacy site) to 92% (new UI).
- Time-on-Task Reduction: Average time spent finding a Certified Assessor dropped from 3.5 minutes to 45 seconds.
- System Usability Scale (SUS): Scaled the overall SUS score from a mediocre 62 (D) up to an enterprise-grade 84 (A).
Qualitative Feedback Highlights
- "The interactive persona gateway saved us from guessing which framework applies to our regional setup. It gets us straight to the tools." - Regional Manufacturing Director
- "Disambiguating Self-Guided from Certified Assessor options upfront eliminated the back-and-forth email inquiries we used to get." - INCIT Regional Ambassador
Key Metrics & Business Impact
- 40% Reduction in Onboarding Drop-off: Streamlining the diagnostic setup and clear pricing badges drastically reduced funnel abandonment.
- 3x Increase in Portal Engagement: Transforming complex static PDFs into interactive XIRI-Analytics dashboardssignificantly boosted portal retention.
- Unified Brand Authority: Successfully consolidated 10+ frameworks (SIRI, OPERI, COSIRI, AIMRI) under a single, highly scalable enterprise design system.
Design System
Unlock Your Digital Success Now
Learn more
Open Sans
Main Typeface
Regular
Semi Bold
AaBbCc
01234567
{(!@#$?&)}
Take Aways
What I'd Do Differently
- Design Architecture First, Visuals Second: When handling 10+ sub-brands, clean information architecture matters more than flashy visuals. Grouping content by User Intent rather than Internal Hierarchy was the biggest win.
- Enterprise Users Need Transparency: B2B decision-makers drop off when cost or time commitment is hidden. Displaying estimated completion time (15 mins) and clear fee structures upfront increased conversion immediately.
- Design Systems Drive Scalability: Building a modular component library allowed our cross-functional team to add future frameworks (like AIMRI) seamlessly without redesigning core layouts.
Back
OPERI: complex MSMEs B2B growth into a simple self assessment.
Full Play and iOS app with 100+ screens from onboarding to sessions, designed and prototyped in 56 days. Light and dark theme.
My Role: Product Designer
Year: 2025
Domain: Msme
Time to read: 5 Minute
Highlights
INCIT (International Centre for Industrial Transformation) is a global B2B institution empowering
manufacturers, equity firms, consultants, and governments to drive industrial transformation.
Unified Enterprise Ecosystem: Successfully consolidated 10+ B2B products and frameworks under one cohesive digital architecture without diluting sub-brand authority.
Interactive Persona Routing: Designed the signature "What Describes You Best?" hero gateway on incit.org, cutting click depth to core solutions from 4 clicks down to 1.Global Standard Alignment: Created an enterprise design system capable of scaling across international manufacturing standards (SIRI, OPERI, COSIRI, AIMRI).
Project Objective: Consolidate 10+ disparate tools and multi-stakeholder audience pathways into one
cohesive, modern, and high-converting website (incit.org).
Scope of Work
Research
Problem Definition
User Flow
UI Design
Testing & Iteration
Dec 2025
Jan 2026
Feb 2026
Challenge
The primary design challenge was addressing extreme information density and preventing user cognitive
overload while balancing corporate B2B authority with modern digital design.
Product Fragmentation:
INCIT’s offerings operated in silos; users struggled to understand how SIRI (Smart Industry), OPERI (Ops), and COSIRI (Sustainability) fit together under one organisation.
Diverse B2B Stakeholders:
Navigating 7 distinct global audience segments (MSMEs, C-suite, Equity Investors, Governments, Consultants, Academia, Tech Partners).
Conversion Barriers:
High drop-off rate during assessment onboarding due to ambiguity between Self-Guided Assessment and hiring a Certified Assessor.
These users personas the most from the website core features and overall experience
Manufacturers/Micro & Small Business
Wears multiple hats across shop-floor operations, sales, and plant management with limited resources.
Enterprise Transformation Lead & C-Suite │
Drives digital transformation, Industry 4.0, and AI adoption across global manufacturing facility networks.
Strategic Investor & Policy Maker (Merged: Equity Partners, VCs & Government Officials)
Evaluates industrial sectors for investment, ESG compliance, or national economic policy development.
Certified Assessor & Transformation Consultant
Independent advisor or boutique consulting firm hired by business owners to guide digital implementation.
Research approach
I mapped user intent across all target audience segments to establish a unified information architecture anchored on four clear core pillars and give competitor analysis:
Competitor Analysis Matrix
Solutions
Deny
1. Interactive Persona Gateways ("What Describes You Best?")
Replaced static corporate text on the homepage hero with an interactive gateway that auto-routes users directly to tailored solutions based on their role:
- Manufacturers: Direct path to SIRI/OPERI diagnostic tools.
- Governments & Policy Makers: Quick access to benchmark analytics and regional impact data.
- Consultants & Assessors: Direct link to the Certified Assessor Hub & Training Lab.
2. Multi-Tiered Mega Menu & Scannable Product Cards
Re-architected incit.org into 6 key pillars (Organization, Audience Gateways, Frameworks, Platforms, Training, Verification). Created a structured comparison matrix across SIRI, COSIRI, OPERI, and AIMRI so stakeholders can compare index capabilities at a glance.
3. Streamlined 3-Phase Assessment Journey
Redesigned the multi-step diagnostic workflow:
- Upfront Transparency: Displayed clear pricing (€32/fixed rate) and estimated completion time (15 mins) to build trust.
- Differentiated UI: Created distinct, dedicated views for Self-Guided Assessment vs. Assessor-Guided Sessions.
App Structure
The visual diagram below details the end-to-end Information Architecture (IA) and top-level navigation structure of the official INCIT platform. Designed to ensure intuitive user pathways, this site map outlines how global sustainability frameworks, enterprise governance portals, assessment tools, and resource hubs are organized across the primary menu system to deliver a seamless user experience.
User Journey Map
Wireframe and Prototyping
Before moving to high fidelity, I built mid-fidelity wireframes to validate layout and content hierarchy. In parallel, I mapped the visual direction through extensive reference research. tech, manufacture website, international website with match with stakeholder and client wants, and client choose tech like samsung and apple website looks and feels but the images is much follow to like aramco website image style.
WIREFRAME
Mid-Fidelity Wireframe
Visual Research
Key Screens
Delivers tangible SaaS value and business utility.
About INCIT
Prioritisation Indexes
Supporting Solutions
Prioritise+
News & Insights
Contact
EN
Who We Are
About Us
Our Advisory Board
Our Regional Ambassadors
Our Partners
Features
Corporate Client Portal
Transformation Project Progress Dashboard
XIRI-Analytics Dashboard and Filter Functions
Who We Support
Manufacturers
Equity Firms
Consultants
Governments & Associations
Industrial Start-Ups
Academic Institution & Certification Bodies
Technology & Solution Providers
Desktop 1920px
Homepage and
XIRI analytics
Mobile 375px
Homepage- Solves discovery and routing friction.
Navbar menu - About INCIT
SIRI, COSIRI, OPERI- Solves information density and scannability.
Navbar menu - Prioritise Product
About INCIT
Prioritisation Indexes
Supporting Solutions
Prioritise+
News & Insights
Contact
EN
Operational Excellence
Readiness Index (OPERI)
Introducing OPERI
Small Business
Governments & Trade Associations
Consultants
Training & Certification Centres
App Guide
Download App
Smart Industry
Readiness Index (SIRI)
Introducing SIRI
Assessment
Become Training & Certification Partner
Certified Assessor
Programme
Request Assessment
SIRI Portal
Consumer Sustainability
Industry Readiness Index (COSIRI)
Introducing COSIRI
COSIRI Assessment
COSIRI-10
COSIRI-24
Key Differences
COSIRI Training
ESG Data Analytics
Request Assessment
COSIRI Portal
Artificial Intelligence Maturity Readiness Index (AIMRI)
Introducing AIMRI
Assessment
Become Training & Certification Partner
Certified Assessor
Programme
Request Assessment
AIMRI Portal
Validation
To verify that the redesigned architecture and onboarding flows met business goals, I conducted two rounds of validation:
Quantitative Usability Testing (12 Enterprise Users)
- Task Success Rate: Tested high-priority tasks (e.g., "Find the correct assessment framework for a mid-sized factory"). Task completion increased from 58% (legacy site) to 92% (new UI).
- Time-on-Task Reduction: Average time spent finding a Certified Assessor dropped from 3.5 minutes to 45 seconds.
- System Usability Scale (SUS): Scaled the overall SUS score from a mediocre 62 (D) up to an enterprise-grade 84 (A).
Qualitative Feedback Highlights
- "The interactive persona gateway saved us from guessing which framework applies to our regional setup. It gets us straight to the tools." - Regional Manufacturing Director
- "Disambiguating Self-Guided from Certified Assessor options upfront eliminated the back-and-forth email inquiries we used to get." - INCIT Regional Ambassador
Key Metrics & Business Impact
- 40% Reduction in Onboarding Drop-off: Streamlining the diagnostic setup and clear pricing badges drastically reduced funnel abandonment.
- 3x Increase in Portal Engagement: Transforming complex static PDFs into interactive XIRI-Analytics dashboardssignificantly boosted portal retention.
- Unified Brand Authority: Successfully consolidated 10+ frameworks (SIRI, OPERI, COSIRI, AIMRI) under a single, highly scalable enterprise design system.
Design System
Unlock Your Digital Success Now
Learn more
Open Sans
Main Typeface
Regular
Semi Bold
AaBbCc
01234567
{(!@#$?&)}
Take Aways
What I'd Do Differently
- Design Architecture First, Visuals Second: When handling 10+ sub-brands, clean information architecture matters more than flashy visuals. Grouping content by User Intent rather than Internal Hierarchy was the biggest win.
- Enterprise Users Need Transparency: B2B decision-makers drop off when cost or time commitment is hidden. Displaying estimated completion time (15 mins) and clear fee structures upfront increased conversion immediately.
- Design Systems Drive Scalability: Building a modular component library allowed our cross-functional team to add future frameworks (like AIMRI) seamlessly without redesigning core layouts.
Back
OPERI: complex MSMEs B2B growth into a simple self assessment.
Full Play and iOS app with 100+ screens from onboarding to sessions, designed and prototyped in 56 days. Light and dark theme.
My Role: Product Designer
Year: 2025
Domain: Msme
Time to read: 5 Minute
Highlights
INCIT (International Centre for Industrial Transformation) is a global B2B institution empowering
manufacturers, equity firms, consultants, and governments to drive industrial transformation.
Unified Enterprise Ecosystem: Successfully consolidated 10+ B2B products and frameworks under one cohesive digital architecture without diluting sub-brand authority.
Interactive Persona Routing: Designed the signature "What Describes You Best?" hero gateway on incit.org, cutting click depth to core solutions from 4 clicks down to 1.Global Standard Alignment: Created an enterprise design system capable of scaling across international manufacturing standards (SIRI, OPERI, COSIRI, AIMRI).
Project Objective: Consolidate 10+ disparate tools and multi-stakeholder audience pathways into one
cohesive, modern, and high-converting website (incit.org).
Scope of Work
Research
Problem Definition
User Flow
UI Design
Testing & Iteration
Dec 2025
Jan 2026
Feb 2026
Challenge
The primary design challenge was addressing extreme information density and preventing user cognitive
overload while balancing corporate B2B authority with modern digital design.
Product Fragmentation:
INCIT’s offerings operated in silos; users struggled to understand how SIRI (Smart Industry), OPERI (Ops), and COSIRI (Sustainability) fit together under one organisation.
Diverse B2B Stakeholders:
Navigating 7 distinct global audience segments (MSMEs, C-suite, Equity
Investors, Governments, Consultants, Academia, Tech Partners).
Conversion Barriers:
High drop-off rate during assessment onboarding due to ambiguity between Self-Guided Assessment and hiring a Certified Assessor.
These users personas the most from the website core features and overall experience
Manufacturers/Micro & Small Business
Wears multiple hats across shop-floor operations, sales, and plant management with limited resources.
Enterprise Transformation Lead & C-Suite │
Drives digital transformation, Industry 4.0, and AI adoption across global manufacturing facility networks.
Strategic Investor & Policy Maker (Merged: Equity Partners, VCs & Government Officials)
Evaluates industrial sectors for investment, ESG compliance, or national economic policy development.
Certified Assessor & Transformation Consultant
Independent advisor or boutique consulting firm hired by business owners to guide digital implementation.
Research approach
I mapped user intent across all target audience segments to establish a unified information architecture anchored on four clear core pillars and give competitor analysis:
Competitor Analysis Matrix
Solutions
Deny
1. Interactive Persona Gateways ("What Describes You Best?")
Replaced static corporate text on the homepage hero with an interactive gateway that auto-routes users directly to tailored solutions based on their role:
- Manufacturers: Direct path to SIRI/OPERI diagnostic tools.
- Governments & Policy Makers: Quick access to benchmark analytics and regional impact data.
- Consultants & Assessors: Direct link to the Certified Assessor Hub & Training Lab.
2. Multi-Tiered Mega Menu & Scannable Product Cards
Re-architected incit.org into 6 key pillars (Organization, Audience Gateways, Frameworks, Platforms, Training, Verification). Created a structured comparison matrix across SIRI, COSIRI, OPERI, and AIMRI so stakeholders can compare index capabilities at a glance.
3. Streamlined 3-Phase Assessment Journey
Redesigned the multi-step diagnostic workflow:
- Upfront Transparency: Displayed clear pricing (€32/fixed rate) and estimated completion time (15 mins) to build trust.
- Differentiated UI: Created distinct, dedicated views for Self-Guided Assessment vs. Assessor-Guided Sessions.
App Structure
The visual diagram below details the end-to-end Information Architecture (IA) and top-level navigation structure of the official INCIT platform. Designed to ensure intuitive user pathways, this site map outlines how global sustainability frameworks, enterprise governance portals, assessment tools, and resource hubs are organized across the primary menu system to deliver a seamless user experience.
User Journey Map
Wireframe and Prototyping
Before moving to high fidelity, I built mid-fidelity wireframes to validate layout and content hierarchy. In parallel, I mapped the visual direction through extensive reference research. tech, manufacture website, international website with match with stakeholder and client wants, and client choose tech like samsung and apple website looks and feels but the images is much follow to like aramco website image style.
WIREFRAME
Mid-Fidelity Wireframe
Visual Research
Key Screens
Delivers tangible SaaS value and business utility.
About INCIT
Prioritisation Indexes
Supporting Solutions
Prioritise+
News & Insights
Contact
EN
Who We Are
About Us
Our Advisory Board
Our Regional Ambassadors
Our Partners
Features
Corporate Client Portal
Transformation Project Progress Dashboard
XIRI-Analytics Dashboard and Filter Functions
Who We Support
Manufacturers
Equity Firms
Consultants
Governments & Associations
Industrial Start-Ups
Academic Institution & Certification Bodies
Technology & Solution Providers
Desktop 1920px
Homepage and
XIRI analytics
Mobile 375px
Homepage- Solves discovery and routing friction.
Navbar menu - About INCIT
SIRI, COSIRI, OPERI- Solves information density and scannability.
Navbar menu - Prioritise Product
About INCIT
Prioritisation Indexes
Supporting Solutions
Prioritise+
News & Insights
Contact
EN
Operational Excellence
Readiness Index (OPERI)
Introducing OPERI
Small Business
Governments & Trade Associations
Consultants
Training & Certification Centres
App Guide
Download App
Smart Industry
Readiness Index (SIRI)
Introducing SIRI
Assessment
Become Training & Certification Partner
Certified Assessor
Programme
Request Assessment
SIRI Portal
Consumer Sustainability
Industry Readiness Index (COSIRI)
Introducing COSIRI
COSIRI Assessment
COSIRI-10
COSIRI-24
Key Differences
COSIRI Training
ESG Data Analytics
Request Assessment
COSIRI Portal
Artificial Intelligence Maturity Readiness Index (AIMRI)
Introducing AIMRI
Assessment
Become Training & Certification Partner
Certified Assessor
Programme
Request Assessment
AIMRI Portal
Validation
To verify that the redesigned architecture and onboarding flows met business goals, I conducted two rounds of validation:
Quantitative Usability Testing (12 Enterprise Users)
- Task Success Rate: Tested high-priority tasks (e.g., "Find the correct assessment framework for a mid-sized factory"). Task completion increased from 58% (legacy site) to 92% (new UI).
- Time-on-Task Reduction: Average time spent finding a Certified Assessor dropped from 3.5 minutes to 45 seconds.
- System Usability Scale (SUS): Scaled the overall SUS score from a mediocre 62 (D) up to an enterprise-grade 84 (A).
Qualitative Feedback Highlights
- "The interactive persona gateway saved us from guessing which framework applies to our regional setup. It gets us straight to the tools." - Regional Manufacturing Director
- "Disambiguating Self-Guided from Certified Assessor options upfront eliminated the back-and-forth email inquiries we used to get." - INCIT Regional Ambassador
Key Metrics & Business Impact
- 40% Reduction in Onboarding Drop-off: Streamlining the diagnostic setup and clear pricing badges drastically reduced funnel abandonment.
- 3x Increase in Portal Engagement: Transforming complex static PDFs into interactive XIRI-Analytics dashboardssignificantly boosted portal retention.
- Unified Brand Authority: Successfully consolidated 10+ frameworks (SIRI, OPERI, COSIRI, AIMRI) under a single, highly scalable enterprise design system.
Design System
Unlock Your Digital Success Now
Learn more
Open Sans
Main Typeface
Regular
Semi Bold
AaBbCc
01234567
{(!@#$?&)}
Take Aways
What I'd Do Differently
- Design Architecture First, Visuals Second: When handling 10+ sub-brands, clean information architecture matters more than flashy visuals. Grouping content by User Intent rather than Internal Hierarchy was the biggest win.
- Enterprise Users Need Transparency: B2B decision-makers drop off when cost or time commitment is hidden. Displaying estimated completion time (15 mins) and clear fee structures upfront increased conversion immediately.
- Design Systems Drive Scalability: Building a modular component library allowed our cross-functional team to add future frameworks (like AIMRI) seamlessly without redesigning core layouts.