Ilies AllaliWhen a production studio becomes a platform
Repositioning, wireframes for every page, then React development and client QA through to launch.
Inversive rolls out extended reality training inside industrial companies: a headset fleet management platform, a catalogue of ready-made content, and a lab that produces bespoke work. The site at the time presented a production studio, not that offer. I took the subject on from the site architecture through to the production site.
The context
The company sells XR training to large industrial accounts, on subjects where a mistake is expensive: technical gestures, safety, procedures. Its site still talked about a studio producing experiences on demand, when the offer had settled into three distinct entry points. A prospect landing on it could not understand what was being sold, nor what level of maturity they were dealing with. For a company that has to reassure enterprise buyers, that is a commercial problem before it is a design problem.
The repositioning
The first piece of work was not graphic. The initial brief still described a studio organisation, and it took two rounds for the structure to settle on three pillars: the platform, the catalogue, the lab. That shift changes the whole site, because it turns a list of services into three doors matching three different levels of client maturity. The architecture was laid out and signed off before the first mockup, on a sharing tool where the client could comment page by page.
The design
Wireframes for every page first, mobile and desktop, to settle the structure before discussing aesthetics. The navigation translates the repositioning literally: the three pillars occupy a permanent side column, each with its own colour, and the rest of the site organises around them. The catalogue had its own constraint, a volume of content to make browsable without turning the page into a database.
The production
The project did not stop at the mockups. I built the site in React, with smoothed scrolling and worked transitions, and deployed it to a staging environment where the client could test in real conditions at each iteration. The last rounds of feedback were about rendering details at specific screen sizes, fixed directly in the code rather than sent back to a mockup.
The result
The site is live. The offer now reads as three clear entry points, where a prospect used to land on an undefined studio. Delivered with the full source code and a handover document, art direction and type system included, so the in-house technical team takes it over without depending on me. The project was carried all the way to launch and closed on both sides, with explicit client feedback about having gone the whole way through, which had not happened on their previous attempts.
