Nordbecken
Web Design & Development
A water- and utilities-monitoring SaaS product, technically dense and sold to facilities managers, not developers — on a site that over-explained the technology and under-explained the outcome.
The problem
Nordbecken is a fictional B2B SaaS company building monitoring software for municipal and industrial water and utilities networks. Its product is technically dense, but it's sold to procurement and facilities-management buyers, not engineers. The existing site led with architecture diagrams and feature lists instead of the outcome those buyers actually care about, and loaded slowly enough that mobile visitors — a real behaviour pattern for buyers researching from a site visit — bounced before the pitch landed.
Discipline demonstrated
Specimen panels: an information-architecture diagram and a type/grid specimen standing in for additional photography.
01
Information architecture for a non-technical buyer.
The site was restructured around the buyer's actual question sequence — "what problem does this solve," then "how does it fit our existing systems," with the deep technical detail available but not load-bearing on page one.
Specimen panels: an information-architecture diagram and a type/grid specimen standing in for additional photography.
02
Conversion-structured page design.
Each page built around one job: get the visitor to the next piece of proof they need, not everything at once.
Specimen panels: an information-architecture diagram and a type/grid specimen standing in for additional photography.
03
Performance as a design deliverable.
A static-first rebuild targeting a fast mobile load, treated as part of the design brief from day one — not a post-launch optimisation pass.