Fimet needed to modernize their existing website, as its visual design and usability no longer met their requirements. In addition to the main website, Fimet was also using a separate extranet system for distributors, which presented several usability challenges.
The project involved redesigning and implementing the overall digital experience based on new visual concepts and structured plans. I was responsible for the project lead role and coordinated the implementation throughout the process.
I designed and built all page structures, implemented new animations using the technical framework provided by a partner company, and ensured the site was optimized for both SEO and GEO performance. A key feature of the website is an interactive map that allows visitors to filter and explore Fimet’s global distributor network.
Product pages were a central focus. I created all pages for the NEO product family and developed flexible content structures to support efficient content management. In addition, I updated all visual assets and collaborated closely with sales managers to create new business cases for each product.
Alongside the main website, I designed and structured a new extranet solution to better serve Fimet’s distributor network, utilizing the partner company’s technical platform.
Fimet Website
Background
Fimet’s previous website no longer reflected the company’s evolving identity, product portfolio, or digital presence. The structure had grown organically over time, making navigation inconsistent and the overall experience fragmented across different user groups. At the same time, the company was expanding its communication, product positioning, and international visibility, creating a need for a clearer and more unified digital experience.
Challenge
The main challenge was creating a website that clearly communicates complex medical and dental technology while serving different user groups, defining the products and their target audiences more clearly, and building a consistent, modern, and scalable digital experience aligned with Fimet’s evolving brand identity. The project also involved extensive research into industry trends, SEO optimization, and digital visibility to improve discoverability and create a stronger presence within the field.
Visuals
I designed and structured the core company and support pages, focusing on clear hierarchy and usability. The aim was to make essential content easy to access while supporting brand communication and improving key interactions like contact and inquiry flows.
Company pages
I designed and structured the core company and support pages, focusing on clear hierarchy and usability. The aim was to make essential content easy to access while supporting brand communication and improving key interactions like contact and inquiry flows.
Product pages
A key part of the website project was the design and development of Fimet’s product pages, including Arcus and the full NEO product range (Neo Chair, Neo Ceiling, Neo Cart, Neo City, and Neo One). I created a unified page structure that balances technical information, usability, and visual storytelling, ensuring consistency across all products while allowing each solution to highlight its unique value. The layouts were designed to clearly communicate product benefits—such as ergonomics, modularity, and adaptability to different clinical needs—while supporting both sales and marketing goals.
In addition to structuring the content, I was responsible for all visual assets, including product imagery, compositions, and overall presentation. The pages were built to be flexible and scalable, making it easy to manage and expand the product portfolio over time, while maintaining a cohesive and high-quality user experience across the entire site.
To support the product offering, I also created blog content in collaboration with sales managers. The articles highlight key product features and connect them to real clinical workflows and everyday dental work, helping translate technical details into practical value and supporting product business cases.
Process
The project started by reviewing the existing website structure, identifying inconsistencies, and improving the most important user journeys. The process focused on creating a clearer content hierarchy, simpler navigation, better readability, and a more modular and scalable structure while keeping the technical content accessible and trustworthy. Different layout concepts and reusable components were explored to support future growth and content updates.
Concept
The overall design direction focused on clarity, precision, and professionalism. The goal was to create a modern digital experience that balances technical credibility with approachable communication through clean visual hierarchy, modular layouts, strong product imagery, improved readability, and consistent interaction patterns aligned with Fimet’s brand identity.
SeO & GEO
The product pages and blog content were also a key part of a broader SEO and GEO strategy developed in collaboration with sales managers. The goal was to improve Fimet’s visibility in both traditional search engines and emerging AI-driven search experiences. This included defining new keywords, metadata, and content structures, as well as creating updated texts and visuals for each product page, supported by targeted blog articles.
The work proved successful, significantly increasing Fimet’s visibility in Finnish search and AI platforms. As a concrete result, the ceiling unit—one of our initial focus areas—rose to rank among the top global search results following the content and page updates.
Average position in organic Google search, progression in little over one year.
Impressions in organic Google search, progression in little over one year.
Google search in Finnish region Google.
ChatGPT test.
outcome
The final result was a more cohesive and modern website experience that better reflects Fimet as a company and strengthens its digital presence. The redesign improved navigation clarity, consistency between pages, overall visual quality, and scalability for future products and content, while also establishing reusable design principles that could be extended into other communication materials and digital touchpoints.
reflection
This project strengthened my understanding of designing for complex technical products and multiple stakeholder groups. One of the biggest lessons was learning how to simplify information-heavy content without oversimplifying the products themselves, while understanding the importance of consistency across branding, UX, communication, SEO, and digital visibility. The visual identity developed alongside the website was later adapted into materials used by some of Fimet’s largest dealers and parent company brands, creating a more unified brand presence across different touchpoints.