Compex UX Strategy & Digital Repositioning
Redefining the Online Experience
Our goal is simple: to create a seamless, intuitive, and inspiring digital experience.
By analysing usability, performance, and design, we aim to elevate the user journey
— transforming every click into a meaningful interaction and every visit into a potential sale.
New Positioning
This is a pivotal moment to rethink who we are online.
A new positioning demands a new way of communicating — one that connects with a renewed audience and clearly expresses our purpose.
We ask ourselves:
What does it mean to be an everyday partner for our users?
Should we remain focused on being an online store, or evolve into a digital space that also reflects our expertise, knowledge, and lifestyle?
Perhaps both, integrated seamlessly.
Personas & Roles
Designing for people starts with understanding them. By grounding decisions in real insights rather than assumptions, we create intuitive experiences that foster satisfaction, engagement, and loyalty.
Understand the User Journey
From landing page to product page, every step counts.
We analyse where users hesitate, what drives them to add to cart, and how we can enhance category pages to become true gateways — not just lists of products, but curated paths that lead users directly to what they need.
Inclusivity & Accessibility
To connect with everyday people, our products must be intuitive and easy to find, organised by goal, activity stage, or technology to simplify discovery and recognition.
Six Pillars of the Renewed Online Store
Movement & Fast Actions
Fewer clicks, faster navigation, and effortless flow.
Elevate the Product & Technology
High-quality visuals that celebrate product design and innovation.
Elevate Performance
The website as a space where users can achieve their own peak performance.
Everyday People
Inclusive imagery and design that speaks to everyone, not just the core target.
Everyday Partner
A living digital space — with articles, tips, and insights connecting lifestyle, wellness, and performance.
Graphics & Levels
Visual storytelling through data, tailored to each user’s lifestyle.
The project was implemented as a complete digital repositioning, integrating technology, design, and brand strategy into a unified experience.
Through a redefined website architecture, enhanced visual language, and an optimized user journey, functionality and identity now work seamlessly together.
The new platform performs as a high-efficiency online store while strengthening brand perception and fostering long-term engagement — positioning the brand as an everyday partner in users’ lives.
Outcome
Building the Bridge: Design System as a Common Language
The design system
The handoff process to the development team was seamless thanks to the implementation of an extremely detailed and well-structured design system.
Every component, interaction, and behavior was documented with precision — from spacing, typography, and color variables to states, motion principles, and responsive rules. This level of detail ensured full alignment between design and development, reducing ambiguity and accelerating implementation.
As a result, the development team was able to translate the visual and functional language of the brand into code with accuracy, consistency, and efficiency, maintaining design integrity across the entire digital experience.