The website was to display a large variety of heavy machinery, valued at six figures or more. Therefore, to influence user decision-making, information was to be the primary takeaway as the user journey was to end with an enquiry only. Our research involved determining the interactions of various types of users, varying in intent—users who browse, investigative users, users who conduct comparative analyses of products with that of competitors’. We built the design to target all the critical nodes of interactions of the personas we'd identified. We designed the information flow to be such that it broke down data associated with each product to present it engagingly while also highlighting key features as selling points.