Strategically Redesigned IA to Elevate Website Credibility, Clarity, and Trust through UX Research
Before
After
The Context
TRIC Robotics is a pioneering Agtech company dedicated to revolutionizing farming practices through automation. They build UV-based robots that operate at night to reduce pesticide dependence in strawberry farming.
​Their challenge wasn’t their product or service, it was the website. It struggled to communicate credibility and clarity or even give a proof. Visitors couldn’t quickly understand who TRIC was, what they offered, or why they should trust them. This created friction for the users.
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When we dug deeper into TRIC’s audiences, it became clear that the website wasn’t serving one group; it had to serve many. Farmers wanted profitability and reliability. Investors wanted proof of traction. Researchers needed credible data. And potential employees needed to see innovation and culture. To capture these different needs, we mapped out five representative user types. These personas became the backbone of our design decisions.
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TRIC Robotics needed a website that builds credibility and trust with risk-averse farmers while also attracting investors, partners, and talent.
Our goal was to build credibility, trust & clarity for TRIC’s audiences.
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Contribution (Click below to view an particular section)
- Secondary Research, Competitive Analysis
- Stakeholder Interview
- Analysed existing Site map & Information Architecture.
- Reworked on concept model, content strategy & restructured Information architecture, Interaction model & wireframes.
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Team - 2 UX designers, 1 UX intern, CEO (Design head)
Timeline - 1 month (Agile project)
Tools - Google Workspace, Figma, Miro, Fathom AI & Zoom.
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Impact
The redesigning of the IA is expected to significantly improve creditably & trust as there is much more clarity due to inclusion of -
- Validation of credibility (data, proof, FAQs)
- Evaluation fit & ROI (scientific alignment)
- Seeing technology in action
- Understanding what TRIC does
- Taking the next step (propose study / collaborate)
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Approach
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1) Understanding the current sitemap, content & Information Architecture on the website
To start with, I started with understanding & analysing with what already existed, to learn more about the different customer journeys, pain points, company’s goals with moving forward, and the business values we needed to uphold.
2) Conducting stakeholder interview (led by CEO): to understand the requirements (issue with current site & future goals),user types, customer intentions, competitors.
The team together was a part of the stakeholder interview, post which we synthesised the interview conversation into sticky notes under differentt sections.
3) Creating a Concept Model
We started with a core idea of turning TRIC’s complex ecosystem into a simple model. This concept model became our framework to guide every design decision and ensure the site communicates both trust and innovation.
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Company: credibility, mission, culture.
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Education: case studies, data, knowledge hub.
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Product: robots, services, ecosystem.
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One-of-a-kind-tech: robotics, automation.
4) User types (Personas) & customer Intentions
To ensure the new Information Architecture was functional for all visitors, we identified five representative user types. By grounding our design in these specific personas, we ensured every pathway and piece of content would map to a real-world intention, rather than an abstract journey.
We shifted from thinking only about static personas to focusing on customer intentions, the real-world reasons someone lands on TRIC’s site and what they specifically want to accomplish. Through stakeholder conversations and research, we ranked these intentions and mapped them directly to design strategies. This ensured that every page component served a clear purpose. This approach became our north star as we transitioned into ideation, where we began sketching and prototyping new ways to make the TRIC Robotics platform feel more human, helpful, and credible.
Key Insight: Trust is a Multi-Faceted Metric.
Our research revealed that "Trust" was not a singular concept but a varying requirement across our five user types. To build credibility, the Information Architecture needed to deliver different layers of validation simultaneously:
For Farmers: Trust is built through operational reliability (e.g., "1000+ Treated Acres").
For Investors: Trust is built through market validation (e.g., "Our Customers/Partners" logos).
For Researchers: Trust is built through scientific transparency (e.g., data-backed pest control percentages).
The Strategy: We moved away from a generic "About Us" structure and instead prioritized a "Proof-First" content strategy. By placing high-level impact metrics and partner logos directly on the landing page, we addressed the primary "customer intentions" immediately upon entry, reducing friction and establishing authority.
5) Competitive Insights: Finding the Balance
Our analysis of the competitive landscape revealed two extremes: high-clarity sites that built immediate trust, and jargon-heavy sites that buried their value. By analyzing leaders like Carbon Robotics, we identified that the most successful platforms communicated their value proposition in a single, punchy line.
The Competitive Gap: While some competitors were clear, others buried farmers in technical data or hid critical calls to action. TRIC’s redesign needed to bridge these two worlds by:
Leading with Clarity: Ensuring the value proposition is understood in seconds.
Front-Loading Proof: Validating claims with immediate data for R&D and investors.
Tailoring Pathways: Providing simple, outcome-focused navigation for farmers.
The Design Guardrail: By avoiding the "data-dump" pitfall of competitors, we established a Farmer-First, Credibility-Driven foundation. This strategic positioning ensured that TRIC remained scientifically authoritative without sacrificing user accessibility.
6) Rebuilding the Content Foundation - Site Architecture
Before moving into wireframes, we focused on rebuilding the site's structural foundation. Just as in physical architecture, where planning defines the strength and stability of the building, our Information Architecture defines the clarity and usability of the digital experience.
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The Structural Shift: The original IA was fragmented, scattering credibility and causing navigation friction for our core audiences. Our redesigned IA solves this by:
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Aligning Intentions: Mapping navigation labels directly to the "Customer Intentions" discovered during research.
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Simplifying Hierarchy: Reducing cognitive load by collapsing overlapping categories into a streamlined, high-level menu.
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Creating Guided Pathways: Ensuring that whether a visitor is a Farmer, Investor, or Researcher, their "next step" is always visible and intuitive.
Key Design Logic: By treating information as a structural asset, we transitioned from a static brochure-style site to a dynamic funnel that builds trust through logical progression.
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From Structure to Strategy
By restructuring TRIC’s content and sitemap, we created a clear, intention-driven foundation that supports every audience and sets the stage for effective design. This wasn't just about moving pages around; it was about ensuring that the Information Architecture acted as a silent guide, leading users toward the "proof" they required to build trust.
7) Interaction Models / Validating flows before wireframes
To make sure our architecture worked in practice, we mapped out interaction models. Each flow tied directly to user intentions; showing us whether visitors could quickly validate credibility, see ROI, and take action without friction. This step ensured efficiency before moving into wireframes.
8) Content Strategy: Designing with Purpose
Each page type was designed with a clear purpose, supported by essential content modules, and anchored with a primary call-to-action. This matrix kept us aligned with user intentions and ensured the site flows naturally from credibility to conversion.
The Content Matrix: To ensure consistency across the site, we defined specific content priorities for each module:
The Hook: High-level value propositions (e.g., "Automating Pest Control with Light") to capture immediate interest.
The Proof: Data-driven modules like the "1000+ Treated Acres" stats and partner logos to build trust through validation.
The Education: Technical insights and FAQs to satisfy the "Researcher" and "Investor" personas.
The Action: Contextual CTAs (e.g., "View Case Studies" or "Contact Us") strategically placed to guide the user to the next logical step.
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The Result: This structured approach transformed the website from a static brochure into a strategic narrative. By validating user flows early, we confirmed that every pathway supported intentions and ended in a clear, high-value next step.
To ensure consistency across the Agile sprint, we established five core design principles. These acted as our "guardrails" to ensure every module served a specific job, whether to clarify, prove, educate, or convert.
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Clarity First: Used "Robotics as a Service" (RaaS) framing and plain language to explain complex tech instantly.
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Proof Early: Placed partner logos and impact metrics (like 1000+ Treated Acres) above the fold to build immediate trust.
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Audience-Smart Pathways: Created distinct entry points tailored to Farmers, Investors, Talent, and R&D.
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Progressive Disclosure: Kept initial views simple for accessibility, allowing technical users to expand into deeper data layers later.
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Always a Next Step: Integrated contextual CTAs on every page to ensure a seamless transition from "Learning" to "Acting."
9) Operationalizing Intentions: From Framework to Wireframe Layout, Translating Strategy into Structure.
The homepage serves as a primary example of how we translated abstract customer intentions into tangible design modules. Each block was intentionally placed to address a specific user need:
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Credibility: Strategic placement of "1,000+ Treated Acres" and partner logos to establish immediate authority.
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ROI & Impact: Data-driven metrics showing a "75% decrease in pest control costs" to appeal to the Farmer’s bottom line.
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Technology in Action: High-quality visuals of the UV-based robots at work to provide proof of concept.
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Clarity: Refined "Robotics as a Service" (RaaS) copy to ensure the business model is understood in seconds.
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Next Steps: Contextual calls-to-action (CTAs) like "View Case Studies" that guide the user further down the funnel.​
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The process we followed from interaction model to wireframe
Wireframes weren’t just a layout exercise; they were the proof that our strategy worked. Every research insight shaped the final structure, flow, and calls-to-action. By grounding every screen in these insights, we transformed scattered content into purposeful pathways.
From Insight to Interface:
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Intent-Driven Layouts: Each page embodies specific customer intentions, ensuring the "why" is as clear as the "what."
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Friction Reduction: By validating flows early, the wireframes focus on reducing cognitive load, especially for risk-averse farmers.
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Balanced Credibility: We strategically placed the "Our Customers/Partners" section and real-world statistics to ensure that clarity never came at the expense of scientific authority.
10) Testing & Early Validation
Grounding Concepts in FeedbackBefore scaling to high-fidelity designs, we validated our low-fidelity concepts to ensure the new Information Architecture resonated with stakeholders and met business objectives. The goal was to stress-test our navigation logic and message clarity with key internal stakeholders.
The Validation Process
We conducted rapid, iterative testing within an Agile framework to identify friction points before they became costly design pivots:
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Usability Walkthroughs: Facilitated 3–5 sessions focusing on high-level navigation and the "mental model" of the new site.
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Figma Click-Through Tests: Focused specifically on the cross-functional flows between Company, Product, and Education sections.
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Friction Analysis: Utilized a note-taking grid to compare expected user paths versus actual behaviors, highlighting areas where content clarity fell short.
Critical Findings & Pivots
The feedback from these sessions provided actionable insights that directly refined the final Information Architecture:
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Category Realignment: Discovered that users found a clearer hierarchy when product tiles were grouped by use-case rather than robot type.
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Content Differentiation: Identified confusion between the "Company Story" and "Technology" pages, leading us to clearly separate brand mission from technical specs.
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Just-in-Time Education: Added micro-educational snippets near product specifications to assist non-technical users in understanding the "Robotics as a Service" (RaaS) model.
The Impact: These insights acted as a final filter, ensuring that the transition into high-fidelity wireframes was guided by validated user needs and stakeholder alignment.
A Scalable Design System
We applied this same framework across the entire site architecture, Products, Cases, Company, Resources, and Contact. These wireframes were not just a layout exercise; they operationalized our research findings. Every decision was calculated:
What builds trust? (Transparent data and partner validation)
What shows proof? (Detailed case studies and technical white papers)
What drives conversion? (Frictionless navigation and clear pathways)
With this foundation, Tric Robotics is now equipped with a purposeful, credible, and conversion-driven platform ready for visual design and scalable growth.​
