BlueScope wanted to evolve from being perceived as a steel manufacturer to becoming a trusted partner across the entire building lifecycle. However, its digital presence focused heavily on products rather than supporting the broader needs of architects, designers, builders and project managers.
BlueScope wasn't just a supplier at the start of a project — it played a role throughout the building journey. Understanding this broader ecosystem became key to reshaping the platform.
I mapped the end-to-end building lifecycle and redesigned the platform connecting the needs of architects, designers, project managers, builders and owners — delivering relevant inspiration, technical resources and product information at each stage.
The redesigned platform transformed BlueScope from being perceived as just a supplier of raw materials into an industry-leading knowledge hub, improving product discoverability across the complete building lifecycle.
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.
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.
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.
