UX Discovery & Website Audit of a Multinational Industrial Company Case Study

A leading organisation engaged Cali Digital to conduct a comprehensive User Experience (UX) Discovery and Audit of their primary website. The objective was to evaluate performance, accessibility and usability and to provide a clear pathway for digital improvements into the following year.

The project began with a discovery phase, including stakeholder interviews, customer and sales team surveys and analytics analysis. This research provided deep insight into how different audience groups engaged with the website and highlighted the business requirements shaping the organisation’s digital strategy.

Building on these insights, Cali Digital conducted a UX evaluation. This included customer journey mapping, usability testing,and identifying friction points where users struggled to complete critical tasks such as product search, checkout and accessing support information. Accessibility checks against WCAG 2.2 standards further highlighted gaps in inclusivity, ensuring the site could better serve users with diverse needs.

In parallel, a technical review covered site performance, code structure and mobile responsiveness. This revealed opportunities to improve loading speed, streamline navigation and deliver a more consistent mobile experience.

Our Findings
The audit delivered a clear, evidence-based roadmap for digital enhancement. Key findings highlighted the site had:

• A Transactional Design Approach that limits engagement opportunities.
• Confusing Menus and Information Architecture, which made navigation difficult.
• Unnecessary Steps in account management processes, creating friction for users.
• Accessibility Errors, such as missing alternative text and inconsistent labelling.
• Mobile Responsiveness Issues, where layouts and forms did not adapt smoothly across devices.
• Performance Bottlenecks slowing down high-traffic pages.

Competitor analysis further showed that simplified user journeys and easier access to information contributed significantly to a positive experience in comparable organisations.

Based on these insights, the recommendation report we created outlined a prioritised roadmap including the development of a digital strategy, the assignment of a dedicated digital channel team and a user-centric redesign of the website. It also advised a short term plan of addressing minor technical and accessibility issues and strategies for integrating a user-first design culture within the organisation.

By implementing these recommendations, the organisation is now positioned to enhance its website experience, drive new customer acquisition and achieve its broader business objectives.

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