Case Study

BlueScope Steel Industry Portal.

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Project
An industry portal highlighting innovative architectural uses of BlueScope Steel, paired with an extensive product resource hub.
Role
Art Direction
UX/UI Design Oversight
Content Strategy
Stakeholder Engagement
Platform
Web Platform
Desktop & Mobile
Deliverables
Visual Concepts
Design Direction
Content Strategy

01 — Where We Started

The Challenge
& Objectives

Designing for two distinct audiences with fundamentally different motivations required a platform that could shift seamlessly between inspiration and specification — without compromising either experience.

The Challenge

BlueScope's existing digital presence didn't reflect the quality of their product or the scale of their architectural impact. A fragmented experience across projects, products, and news made it difficult for either audience to find what they needed — or to understand the connection between the two.

The Objectives

Create an industry-leading platform that positioned BlueScope as a premium brand — connecting project inspiration directly to the products behind it, and giving architects and suppliers a single, intuitive destination.

02 — UX Discovery

UX Workshops
& Discovery

The discovery phase focused on defining user needs across both key audiences — mapping journeys for architects exploring project case studies, and suppliers searching for specific products.

Phase 01
Audience Mapping
Mapped the distinct needs of two audiences — architects driven by inspiration, suppliers driven by efficiency — to define the platform's dual-mode experience.
Phase 02
Information Architecture
Restructured the IA to enable seamless movement between project stories, product catalogues, and industry resources without navigating away.
Phase 03
Content Strategy
Developed a colour-coded content system clearly indicating the origin of content within search results, distinguishing projects, products, and news.
Phase 04
Design Direction
Defined a modern, design-led visual system that elevated BlueScope's brand presence while maintaining clarity for functional product discovery.

Discovery & Design Process

Audience journey mapping, information architecture restructuring, and content system design — developed across a series of collaborative workshops with BlueScope's product and marketing teams.

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03 — High Fidelity

Platform Design
Final UI

The final UI balanced the needs of multiple audiences through a structured grid system that supported diverse content types and scaled seamlessly across devices.

Final Platform UI

Project case studies linked directly to the specific materials they featured — so architects could move from inspiration to product knowledge, while suppliers could see their products in the context of real builds.

Final Platform UI
BlueScope Platform Detail

04 — Where We Landed

Project
Outcomes

The platform successfully bridged two distinct audiences within a single, cohesive digital experience — earning multiple building industry awards and positioning BlueScope as a premium, innovation-driven brand.

↑ Achieved
Industry-Leading Portal
Delivered an industry-leading portal that set a new standard for how architects and building suppliers connect.
↑ Improved
Educational Uplift
Helped architects and suppliers better understand the real-world applications of BlueScope Steel and its role within contemporary architecture.
↑ Streamlined
Product Accessibility
Streamlined browsing and categorisation made it significantly easier for suppliers to find and evaluate relevant products — reducing search time and improving task completion.
↑ Elevated
Brand Position
Elevated BlueScope's digital presence to match the quality of their physical products — raising brand perception across both the architectural and construction sectors.
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