Apply innovative visuals and interactions to lighten-up a heavy industry's website, focusing on the investing public and partners.


BW LPG is a B2B heavy industry business. It's challenging to break the stereotype - boring and not flexible. Different persona types focus on different objectives, therefore, it’s important to design the most suitable user journey that addresses different needs.

Our specific objectives were to help our Client:

  • Showcase the branding experience through the UI design
  • Identify and address the needs of different target audience segments, including stakeholders, investors, potential business partners, employees and media.
  • Design easy access for crucial information, such as financial reports


Start the user journey with an open sea concept on the homepage, bringing in the branding experience through the essence of their industry. The animation and the transition of the ship design adds a unique and creative approach to bring their branding direction online - transforming from traditional industry to be innovative global leader.

An approach centred around making crucial information easily accessible both via the menu and emphasis on the homepage.


  • Discovery
  • Website analytics
  • Competitor website comparative analysis
  • Site architecture
  • Wireframes and proposed features
  • Visual design
  • Technical development
  • Frontend coding
  • Implementation onto Sitefinity CMS v11
  • Content migration


Increased visitors count by 48%. The bounce rate has dropped by 6.84% while sessions increased by 39.51%. The overall bounce rate is 54%, with the industrial average set at 30%. However, high bounce rate also corresponds with high avg time on page, but within the industrial timing of 2-3 mins. Users are spending time reading than leaving immediately.

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