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Silex

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Silex

YEAR

SERVICES

Branding

INDUSTRY

Architectural materials

Overview

Silex is a material studio specialising in natural stone surfaces for residential and commercial interiors. The identity presents its collections through texture, scale, and architectural context rather than traditional product catalogues.

Silex is a material studio specialising in natural stone surfaces for residential and commercial interiors. The identity presents its collections through texture, scale, and architectural context rather than traditional product catalogues.

The problem

Stone brands often rely on dense technical catalogues and repetitive slab photography. Silex needed a more considered system that could communicate material detail while still feeling relevant to architects, designers, and private clients.

Stone brands often rely on dense technical catalogues and repetitive slab photography. Silex needed a more considered system that could communicate material detail while still feeling relevant to architects, designers, and private clients.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

The identity combines warm limestone tones, deep charcoal typography, and close-up material photography. Large editorial layouts, precise specifications, and restrained digital interfaces allow each surface to feel tactile while keeping technical information easy to navigate.

The identity combines warm limestone tones, deep charcoal typography, and close-up material photography. Large editorial layouts, precise specifications, and restrained digital interfaces allow each surface to feel tactile while keeping technical information easy to navigate.

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Elsen