Overview
Hypernix is a leading enterprise digital transformation consultancy based in Plaza Damansara, Kuala Lumpur, Malaysia. Under the leadership of CEO Dominic Gopal, the firm specializes in high-ticket ERP platforms including Oracle NetSuite and Microsoft Dynamics. As the Lead B2B Product Designer, I directed their corporate website redesign, structuring their complex B2B offerings to improve lead generation.
Our Target & B2B Lead Metrics
We established our target metrics collaboratively with the Hypernix sales directors and consulting leads. ERP implementations have a long and complex sales cycle, making pre-qualification essential to ensure the sales team only engages with qualified corporate buyers.
Deconstructing Technical Jargon
Before designing interface layouts, it was crucial to identify why corporate procurement officers abandoned the previous website. We interviewed senior consultants and reviewed enquiry logs, discovering that corporate buyers (CFOs, Supply Chain Directors, and IT Managers) found the technical listings overwhelming. The site was dense with abstract acronyms (WMS, MES, SST, ESG) but failed to state how the platforms solved specific problems in their industries.
We organized a FigJam discovery workshop with Hypernix's CEO Dominic Gopal, sales managers, and senior developers. We mapped out the key drivers for local B2B buyers in Malaysia: Malaysian e-Invoicing compliance mandates, manufacturing execution integration (MES), and warehouse tracking (WMS). We agreed that the website's layout had to guide users through industry-specific solutions rather than raw software feature pages.
Restructuring B2B Navigation
I re-architected the site navigation to separate technical features from solution-based vertical markets, allowing buyers to identify relevant solutions immediately:
- Oil & Gas Services: Highlighting resource allocation, asset utilization tracking, and project-based contract billing.
- Manufacturing & Food/Beverage: Emphasizing compliance with local food safety rules, MES integration, and automated batch controls.
- Trading & Distribution: Showcasing supply chain automation, barcode scanning integrations, and real-time inventory level tracking.
Designing B2B Credibility Systems
To establish immediate authority with corporate stakeholders, I created a clean, structured visual grid system using **Inter** typography and high-contrast dashboard representations. Key design decisions included:
- Compliance Call-out Modules: Designed dedicated visual panels detailing Malaysian e-Invoicing compliance setups, addressing a major transition concern for local companies.
- Dominic Gopal's CEO Credentials Panel: Dedicated an authority section showcasing Gopal's 34+ years of implementation experience, building immediate corporate trust.
- Interactive Pre-Qualification WhatsApp Widget: Replaced long procurement forms with an interactive selector. Prospects indicate their industry and ERP requirements, and the selector routes the query directly to the correct consultant group on WhatsApp, decreasing response friction.
Refining the Corporate Funnel
We tested the new horizontal navigation and WhatsApp routing widget with 6 IT directors and CFOs. Key iterations guided by their feedback included:
- ✅ B2B qualified lead generation increased by 28% in the first quarter post-launch.
- ✅ The pre-qualification WhatsApp selector reduced drop-off rates from 52% to 12%.
- ✅ Vertical industry pathways helped the sales team receive pre-qualified project scopes, reducing initial consultation preparation times.
Reflections & Takeaways
High-value B2B conversion is not about flashy animations; it is about establishing immediate credibility, simplifying complexity, and aligning content with the buyer's local operational problems. By mapping clear industry pathways and simplifying the consult intake, we helped Hypernix scale their lead capture pipeline.