The Honeywell Forge Trust Center is a site showcasing the organization's commitment to transparency, security and credibility so as to maintain trust with Honeywell's customers, partners and other stakeholders for its enterprise performance management SaaS offerings. The primary impetus behind this redesign initiative is to align with the organization's overarchinggoal of global cloud expansion, and thus fostering increased engagement and loyalty from its diverse global customers spanning the US, Europe and Asia. I'm one of the two UX designers owning the end-to-end product design of this trust center.

Check out the  live website launched in Jan 2024!

2023.06 - 2023.11

UX designer

Figma, Miro, UserTesting

Website Traffic (total visits, average session duration) +20%
Conversion Metrics (sales attributed to Trust Site engagement) +10%

Status Quo

What is the problem?

Our customers have been bothered by the significant usability issues with the previous Trust Center website at trust.stage.honeywellforge.ai/us/en/overview

Why is it urgent?

It fails to rival industry competitors and to meet the expectations of Honeywell’s global customers in Europe and west Asia, thus hindering the organization’s business goal of global cloud expansion.

Pain Points

      Lack of Call-to-Action buttons

The initial screen lacks interactive elements such as buttons or links to prompt user engagement. Therefore users can get confused about what the next step is.

      Confusing Graphics

The visual elements employed across all sections exhibit a notable uniformity, thereby failing to effectively communicate the distinct content of each section. This results in a poor utilization of space and potential diversion of users' attention.

      Poor Navigation

Due to the oversimplified layout of the website, users face challenges navigating to the content and features they are looking for.

      Minimal Multimedia Features

Documents are a crucial resource users are actively seeking on this website; however, the current accessibility of these materials is limited, lacking integration as multimedia files.


The strategy of designing a single-page website minimized the distractions that users might encounter while digesting a large chunk of information. Presenting a consistent narrative to customers does a good job in triggering a specific action at the end —ultimately aligning with the business objective of product purchase.

The design boasts user-friendly navigation empowered by a prominent global navigation bar at the top and a persistent tab navigation within the body of the page, enabling users to easily navigate between sections.

The primary user actions are readily accessible and emphasized by strong visual cues, including search, contact us, and make a request. This design approach minimizes reading time and maximizes user efficiency by intuitively directing attention to key interaction points.

The utilization of authentic human imagery, as opposed to illustrated graphics, aligns seamlessly with Honeywell's established visual language. The components are standardized with the design language system, facilitating effortless integration into the pre-existing product website.

My Process

      Scoping & Needfinding

Competitive Benchmarking

I conducted a comprehensive evaluation of trust/security centers across 13 industry counterparts. This comparative analysis delved into the products, business goals, and design strategies employed by both our company and these competitors. The objective was to identify areas of improvement on our current website and enhance the overall user experience in our new design.

Key insights emerged from my evaluation of competitors' practices, highlighting aspects where they outperformed us:

  • Clarity in Messaging
    Competitors consistently demonstrated clear and concise messaging.
  • Documentation Accessibility
    Competitors provided documentations and webpage links for additional read, either directly accessible or available upon request.
  • Comprehensive Addressing of Topics
    Competitors effectively addressed important topics and user queries.
  • Homepage Information Accessibility
    Information across all categories was easily accessible on competitors' homepages, without hidden layers.
  • Searchable and Filterable Information
    Competitors provided searchable and filterable information, enhancing user navigation.
  • Concise and Well-Considered Content
    Competitors maintained brief and well-thought-out content throughout.
  • Consistent Visual Style
    The visual style employed by competitors aligned seamlessly with their brand identity and product mission.
  • System Status Transparency
    Competitors prioritized trust by providing real-time System Status updates for their products.
  • Support Strategy Implementation
    Competitors demonstrated a well-defined customer support strategy, contributing to overall user satisfaction.

Stakeholder Focus Group

Informed by industry trends, I advocated for a user-centric design approach where our own users' needs should be listened to and prioritized, avoiding simply mimicking design strategies of larger companies. To achieve this, I orchestrated 2 stakeholder focus groups involving a cross-functional team, including product owners, project managers, legal, security, compliance, IT, sales, and marketing.

The initial 1-hour session featured a 'walk the wall' activity, encouraging participants to contribute insights related to user needs on sticky notes placed around the room. In the subsequent team discussion, I synthesized the data into problem statements, target audience definitions, and customer benefits. This output was then presented in a follow-up 1-hour workshop, where the cross-functional team collaboratively reviewed and finalized user needs. The resulting deliverables—problem statements, target audience definitions, and customer benefits—formed the foundational elements of our project, thus successfully clarifying the essential user wants and needs in a diverse user group.

Sticky Notes from the Focus Group

Target Audience

      Current & Prospective Customers

current and prospective buyers & their:
enterprise architects
solutions architects
legal team
cyber lead
IT lead
procurement team

      External Consumers

industry analysts
competitive market analysts
legal teams
wall street stock analysts
research consulting firms

      Honeywell Stakeholders

contract manager
sales team
compliance team
legal team
privacy team
security team
product owners

Problem Statement


      Establishing Credibility

"I doubt Forge can satisfy our (legal, security, privacy & compliance) demands & requirements.”

"Customers find it difficult to reach Forge trust site, even if they find it, they are unable to get what they need”
- Prospective customer


      Sales Enablement

“The trust site does not enable sales teams to easily find links to pass onto customers"
- Honeywell Stakeholder


      System Transparency

“I don't know if my system is having issues or if it is a problem with Forge system being down.”
- Current Customer

Customer Benefits

"I can very easily verify if Forge meets my company requirements for leadership buy-in."
Prospective Customer

"I can immediately learn more about the Forge offerings & have my team take a close look at the compliance documents."
Prospective Customer

”I can view system status easily on the platform’s Trust Site."
Current & Prospective Customer

”A faster turnaround of documents really helps my sales team
Honeywell Stakeholder

”Having a central repository which holds our documents and FAQ for customers & auditors is very helpful!""
Honeywell Stakeholder

Information Architecture

Upon identifying the core problem we aimed to address, I emphasized the immediate need to redefine 'what should be on the website'. Even though the existing website has its content ready, from the discussions with the legal and compliance team, I realized that the current content didn't adequately meet user needs. Recognizing that the current content was developed by an outsourcing service without insights into the target user groups, I proposed an audit of the existing content. This audit, conducted in collaboration with legal, compliance, and marketing teams, aimed to scrutinize the logic of the website and to identify the gaps, deficiencies as well as areas of content overlap and superfluous information. The goal was to create a new information architecture tailored to satisfy user needs and effectively convey the information that we truly want our users to know. The collaborative review process with colleagues resulted in a refined information architecture, laying a robust foundation for the subsequent design phases.

the Information Architecture of the Old Website

the New Site Map Proposed

      Prototyping & Iteration

Ideation & Sketches

Drawing insights from our research, we crafted a mood board to encapsulate the desired emotional impact our product should evoke. Subsequently, during a collaborative brainstorming session, we translated these insights into initial design concepts. Upon reviewing the sketches, we identified key areas that sparked debates and need further exploration:

      Home Page Variations

We proposed different approaches for the design of the homepage, each focusing on emphasizing either the prominence of documents, certificates, or user actions.

     Single Page vs Multiple Page

A major discussion centered around whether the website should adopt a single-page design to reduce cognitive load or be linked to different web pages to accommodate a substantial volume of information.

      System Status

While our customers request system status information, from a UX perspective, the Trust Center may not be the optimal location for it; instead, the product page could be a more suitable placement.


In response to team disagreements on design directions, such as single-page design versus multiple-page design, I recognized the importance of capturing the voice of the customer to inform our decisions. To address these uncertainties, I secured time and funding from the pm to conduct a comprehensive user survey with our target audience before progressing to the high-fidelity prototyping stage. I crafted screening questions to identify participants actively engaged in evaluating privacy, security, and compliance aspects of products within their roles. Developing 10 questions focused on users' experiences and expectations regarding Trust Center websites, I specifically sought feedback on navigation and information provided, addressing key concerns raised during the previous ideation sessions. The survey garnered valuable insights from 20 participants representing roles in IT/cybersecurity, sales, marketing, and consultancy.







Key insights emerged from my synthesis of the quantitative and qualitative survey data:

  • Content Refinement is Needed
    We need to clearly communicate the security, privacy & compliance policies.Transparency & completeness of information is important.
  • Central Repository of Resources is Important
    Users want access to quick links - documentation request forms, contact forms, email addresses, important information, etc.
  • Citing External Sources Helps Build Trust
    Competitors effectively addressed important topics and user queries.
  • Increase Transparency
    14 participants said they reach out to the company in some way.
    14 participants said they hear back within 24-48 hours after requesting a document. We need to ensure we meet this expectation.
  • Improving Navigability Helps Find What Users Need
    Only 50% of the participants(10) can find what they're looking for quickly in our context while the other half needs help.

Design Exploration & Hi-Fi Prototypes

     Single Page Design

     Multiple Page Design

     Card Design

     Home Page Design

Want to learn more about how I make design decisions among these different explorations? Connect with me at boya28199@gmail.com for a more in-depth case study!

Design Critique

With key design decisions made, I delivered the refined and iterated Figma version of the design and I decided to proactively seek valuable feedback from senior designers within my team and colleagues from the design system council so as to leverage their expertise with Forge products to pinpoint areas for further enhancements. I facilitated two 1hr design critique sessions using Miro. Participants were encouraged to use comment boxes of different colors, fostering a nuanced discussion about what was working well and areas that required refinement.

I synthesized the insights from the two critique sessions, with a primary emphasis on the utilization of certificates, the incorporation of imagery, the refinement of the sticky navigation bar, the optimization of call-to-action sections, and enhancements to UX writing. Taking into account the time constraints communicated by the development team, I strategically prioritized two pivotal changes in the design:

I integrated the 'Search' feature into the sticky navigation bar, elevating its visibility and positioning it as the primary user action. This ensures that the search functionality remains consistently accessible throughout the browsing experience, empowering users to find information seamlessly at any point, regardless of the section they are exploring. Additionally, I introduced FAQs to the navigation bar, providing users with greater flexibility to address their most pressing questions immediately.

Initially, the 'Request Document' feature was presented as a standalone button. However, our feedback indicated that the button felt disconnected, appearing to 'float' without meaningful integration with the surrounding content. In response, I introduced a targeted call-to-action section, utilizing human language such as "Can't find what you're looking for?" to establish a more engaging connection with users and encourage proactive interaction. This does not only addresses the initial user concerns but also ensures a cohesive design.

Lessons Learnt

      Consistent Design

While exploring for page layouts and animations during the ideation phase, I recognized the paramount importance of aligning the visual language of this website with the broader Honeywell Forge product line, given its role as an information repository for Forge products. To ensure coherence, I facilitated a feedback session with the design system council, seeking insights from senior designers regarding the acceptable degree of variation while adhering to established design foundations. These collaborative discussions ensured that the final design seamlessly and aligns with established visual standards. As a designer, while innovation remains a personal pursuit, I acknowledge that, particularly for B2B products, prioritizing the overarching product vision and maintaining branding consistency takes precedence over novel ideas.

      Collaboration in a Cross-Functional Team

I have encountered numerous instances where challenges came from not the design itself, but ratherthe progress of other members in the team. In navigating these situations, I have developed proactive communication and negotiation skills. For example, we were blocked by the lack of content when delivering our final design, preventing me from making informed design decisions regarding layout. Recognizing the urgency of this UX requirement early on, I advocated for addressing it promptly in cross-functional team meetings. When progress was lacking, I proposed a strategy to assign the task to a specific team member to ensure accountability. By connecting the team with a colleague from the marketing department, I successfully helped the team finalize the content and meet our design delivery deadline.