Rensa Filtration

Overview

Rensa Filtration provides air filtration products and engineered filtration solutions for a wide range of industries. Their existing website functioned primarily as a simple landing page, offering limited information about the company and few opportunities for users to explore its product offering.

The goal was to transform the site into a modern digital experience that elevated the brand, showcased its extensive product catalog, and guided prospective customers toward contacting Rensa's team for tailored filtration solutions.

The Challenge

The existing website lacked the depth and functionality needed to support customers researching filtration products. While Phase 1 did not include ecommerce, users still needed an intuitive way to browse hundreds of products and understand Rensa's capabilities.

My Role

I supported the project from discovery through interface design by:

• Participating in discovery workshops
• Helping define user needs and core use cases
• Finalizing wireframes
• Designing the website interface and responsive user experience

Discovery

Before designing the new experience, we focused on understanding both the business objectives and user needs.

Our research included:

• Stakeholder interviews and workshops
• Website audit
• Competitive review of filtration websites

This research highlighted opportunities to improve navigation, clarify the product offering, and create a more modern brand presence while making it easier for customers to connect with the right solutions.

Design Process

With the discovery insights complete, I helped translate the findings into a scalable website experience.

Key design activities included:

• Developing user flows and wireframes
• Developing a refreshed brand look and feel for Rensa
• Designing a clean, modern interface with a robust product browsing experience with search, filters, and sorting
• Strategically placing calls-to-action throughout the site to encourage customer inquiries

Because the website's primary objective was lead generation rather than online purchasing, every page was designed to naturally guide users toward contacting the Rensa team at the moments they were most likely to need assistance.

Outcome

The new website repositioned Rensa as a modern leader in the filtration industry while creating a much stronger user experience for prospective customers.

The redesign delivered:

• A distinctive visual identity that differentiated Rensa from competitors
• A scalable information architecture capable of supporting future growth
• An intuitive product catalog experience with advanced search and filtering
• Thoughtfully integrated conversion points that encourage users to contact the support team for customized filtration solutions

Development was completed by an external development partner hired by the client.

THE TEAM
Lara Goldsmith, UI Designer
Maia Spetter, Director of Integrated Production
Noella Choi, Associate Creative Director
Vlad Khomutov, UX Designer