Challenges
Operational Strain in a Digital Void
New Press and Packaging, a 30-year industrial printing manufacturer in Thailand, faced a critical growth barrier: zero digital presence. Operating entirely offline, the company faced a critical barrier to growth: every inquiry required direct contact, creating a bottleneck that strained both staff and client relationships.
Hidden Expertise, Overwhelmed Team
Sales teams spent 35% of time answering basic questions, preventing focus on strategic client needs.
The Trust Gap
Without digital presence, potential clients found competitors online while New Press remained invisible during discovery.
Inconsistent Communication
No central information source meant inconsistent communication, slow quotes, and missed opportunities to showcase capabilities.
Project Objectives
Transform New Press from invisible to indispensable
by creating a digital platform that showcases manufacturing excellence and attracts qualified B2B clients.
vs
Stakes
The Opportunity Cost
The company was investing in expansion, but without digital presence, growth remained invisible. Competitors with weaker capabilities but better websites were winning business. The opportunity to lead in an underserved B2B market was slipping away.
Process
Began with internal business requirements, then market analysis and user interviews. A Value Proposition Canvas synthesised insights, framed strategy, and guided brand/website development aligned with business goals and user needs.
research
Tools & Methods
Interview
Perceptual Mapping
Thematic Analysis
Value Proposition Canvas
User journey map
Information Architecture
Wireframing
Competitor Research
Learn the Market Landscape
Working with the marketing team, I analysed 25+ printing manufacturer websites in Thailand to understand how competitors position themselves online and identify potential differentiation opportunities.
Key Findings:
The B2B Digital Gap: Most Thai printing companies online targeted individual consumers. Established B2B manufacturers had minimal digital presence, revealing an underserved market for high-volume business clients seeking comprehensive online evaluation tools.
Price-Focused Competition: Competitors emphasised promotional pricing over manufacturing capabilities. Their websites provided basic information but lacked technical specifications, quality documentation, and process transparency—creating an opportunity to differentiate through expertise.
User Research
Understanding B2B Client Needs
I conducted semi-structured interviews with 5 existing and potential clients to understand their supplier selection process, decision-making factors, and partnership requirements.
Key Journey Insights:
Evidence of Capability: Clients needed to see complex project examples and clear production capacity overviews—visual proof of technical expertise mattered more than claims.
Quality Assurance Standards: Detailed product specifications and printing capabilities were essential. Past work examples served as quality indicators and trust-building tools.
Transparency in Process: Clients valued visibility into production workflows and clear technical specifications—transparency saved time and reduced risk in team-based decisions.
The Decision-Making Team
B2B purchasing involves collaborative evaluation. Three distinct stakeholders drive supplier selection, each with unique priorities:
Key Interview Insights:
Aim
the Explorer
Procurement Specialist
27 years old
Jane
the Visionary
Brand Manager
42 years old
Boyd
the Gatekeeper
Operation Lead
38 years old
The analysis revealed a critical pattern in how B2B clients approach supplier selection:
Need
To find a long-term partner, not just a one-off supplier
Goal
To quickly find a solution for their specific business problem
Process
To gather information that supports a team-based decision, not an individual one
The Client Decision Journey
Mapped the five-phase supplier evaluation process from campaign initiation to purchase, identifying critical touchpoints and friction points.
Key Interview Insights:
Key Journey Insights:
Fragmented Discovery Clients consulted 5-8 sources (search, referrals, websites, calls, emails) to piece together supplier capabilities—inefficient and time-consuming.
Collaborative Checkpoints Internal team meetings occurred at discovery, evaluation, and quotation phases. Each stakeholder needed role-specific information for consensus-building.
Website as Gatekeeper Supplier websites served as early filters. Missing technical details, unclear capabilities, or poor navigation caused immediate elimination before human contact.
Strategic Analysis
Synthesising Research into Strategy
Thematic Analysis
Clustered interview data into recurring themes: partnership requirements, efficiency needs, and quality assurance expectations across clients.
Value Proposition Canvas
Mapped company capabilities to client pain points, identifying where New Press could uniquely address unmet needs.
Journey Mapping
Charted decision-making workflows, revealing where stakeholders needed information and where friction slowed the evaluation process.
While competitors competed on price, B2B clients actually valued trust, technical capability, and partnership reliability. All 3 analysis methods validated this misalignment between market positioning and client needs—creating New Press's strategic opportunity.
Translating Insights into Design Challenge
To bridge research insights and design solutions, I facilitated a team brainstorming session using "How Might We" questions. This collaborative approach helped align everyone on what problems we were solving and generated ideas that addressed real user needs rather than assumptions.
Strategic Direction
Quality Over Price
New Press and Packaging will differentiate as the quality-focused, expertise-driven B2B manufacturing partner in a price-commoditised market—winning clients through demonstrated capability, process transparency, and reliable partnership rather than lowest-price competition.
Foster Trust
Through transparency and proof
Manufacturing process visibility
Quality certifications display
Client testimonials and case studies
Behind-the-scenes documentation
Support Team Decisions
With role-specific information
Information architecture for each stakeholder
Downloadable/shareable specifications
Pricing estimators for procurement
Portfolio examples for brand managers
Technical specs for operations
Showcase Expertise
Over price competition
Comprehensive capability demonstration
Technical specification detail
Complex project examples
Production capacity transparency
Material and process education
Brand Identity
Establish the Identity
After defining our "Quality Over Price" strategy, I collaborated with the graphic design team to develop a cohesive brand system that would elevate New Press's digital presence. Our goal was to create a professional brand identity that reflects manufacturing excellence and technical expertise.
Website Development
Information Architecture
The straightforward sitemap process prioritised a clear hierarchy, organising content from broad overviews (primary navigation) to detailed technical specs (tertiary). This structure ensures B2B clients easily find specific product details while highlighting our technical expertise and manufacturing capabilities.
LO-FI WIREFRAMES
After establishing the information architecture, I developed low-fidelity wireframes focusing on 5 key screens: Homepage, About, Products, Directions and Contact. The design features a fixed side navigation menu to ensure consistent navigation across all screens while maintaining focus on content presentation and technical information.
Final Design
The B2B Client Journey
Following research insights, I designed solutions addressing three key needs: transparency through production videos and process documentation, digestible information organised by stakeholder role, and intuitive navigation translating technical complexity into solution-focused categories with secondary technical filtering—transforming overwhelming data into confident decision-making.
Home Page
Our Manufacturing Process
Our Project Journey
Product Showcase
Request a Quote Form
Impact
Post launch, our analytics team tracked how the new website delivered measurable results across multiple dimensions, from business growth to user engagement. The transformation from a non-existent digital presence to a comprehensive platform showcasing our manufacturing expertise has significantly impacted both our market position and client relationships.
15%
increase in new customer acquisition
18%
increase in sample requests
40%
reduction in back-and-forth communications
positive feedback on website usability