Technical B2B experience design is about helping someone make progress through complex information.
We design industrial UX and UI for catalogues, product selectors, documentation libraries, distributor areas and corporate websites. The work turns buying and specifying tasks into clear interfaces while keeping the technical detail that makes a serious decision possible, because the visitor is usually comparing options against a requirement rather than browsing.
Industrial UX and UI design begins with the fact that one platform serves people with different jobs. A specifying engineer arrives with a requirement and needs performance data, tolerances and compatibility. A procurement lead needs references, lead times, terms and the route to a quotation. A maintenance manager needs the manual, the spare part number and the service contact. A distributor needs pricing and stock behind a login. We map those tasks and the evidence each one requires before making navigation, filtering, comparison or form decisions, because the same product page has to answer all of them without becoming a wall of text.
We test design patterns against the content that will populate them in practice: long product names carrying variant codes, incomplete attribute fields, several languages of differing length, dense specification tables, downloadable data sheets and varying content density between one range and the next. Industrial catalogues are rarely uniform, and an interface that assumes they are degrades within months of launch. Designing for the ragged version first produces something that stays legible long after the controlled design presentation is over.
We test whether people can complete defined tasks on the platform, and keep that work clearly scoped so it complements rather than replaces the market and customer research your commercial team runs. The two answer different questions: research tells you what the market wants, usability testing tells you whether your selector, filter set and documentation route let someone act on it.
Code Industrial is the industrial B2B practice of Code Barcelona, an agency building corporate websites and digital platforms since 2015. The same strategy, design and engineering team works on every industrial project, from the first scoping session through to life after launch.
Design starts from the task, and the task differs sharply between industrial audiences. Industrial UX and UI design begins with the decisions users need to make and the evidence they need in order to make them.
What comes up when the interface is the problem.
The visitor is usually verifying a technical fit or an operational requirement rather than making an immediate purchase, and the decision runs over weeks with several people involved. The interface therefore has to make specifications, applications, certifications, documentation and the route to a specialist easy to reach without overwhelming a first-time visitor, and it has to hold up when the same person returns three times over a long procurement cycle.
Yes, and it is often the better starting point. We review the journeys carrying the most commercial value, identify where users lose context, hit a dead end or fall back to emailing the sales team, then improve the interaction and content patterns in delivery phases that fit around your release cycle. That approach also produces evidence, which is useful if a larger redesign has to be justified later.
By resolving it in the architecture rather than at the door. Asking a visitor to declare whether they are an engineer or a buyer pushes the problem onto them, and most will guess. The structure itself should make it legible which material is specification, which is commercial and which sits behind a distributor login, so people recognise their own path before being asked to choose one.
No. Guidelines govern the visual layer, and most of what makes these interfaces difficult sits underneath it: structure, hierarchy, filtering logic, table design, document routes and task flow. There is normally considerable room to work without touching the identity, and where a specific component does conflict with the guidelines, that is a short conversation with the brand owner rather than a blocked project.
UX work usually arrives with a redesign or a portal project attached. These are the services it most often sits with.
Tell us what your users need to decide, find or complete. We will design the industrial UX and UI around those real tasks.