Tenoar / Matexsur

01 / Overview

Two textile manufacturers whose websites told a smaller story than the business behind them.

A web design and information architecture project focused on clarifying business communication, improving content structure and strengthening B2B credibility for Tenoar and Matexsur, two companies in the same textile manufacturing group. They serve B2B customers across retail, supermarket and industrial contexts.

Since 1992

Textile manufacturing background

80,000 m²

Industrial facility context

Private label

Product development and manufacturing

A note on process: unlike FS.dk, a self-directed Product Design case study, this project was not based on formal user interviews. It was driven by business context, industry knowledge, information architecture and web design decisions.

02 / The challenge

The digital presence didn't match the operation behind it.

The starting point wasn't a missing feature. It was a credibility gap.

Unclear positioning

The sites did not communicate what made the group different from other manufacturers.

Fragmented content

Information was scattered across pages with overlapping topics and no clear hierarchy.

Weak storytelling

Manufacturing capability was buried under generic copy and stock visuals.

Lack of differentiation

Pages read like a default supplier site.

Outdated presence

The visual language no longer matched the maturity of the operation.

• The hero doesn't explain what Tenoar manufactures or who it serves.
• Products and manufacturing capabilities aren't immediately visible.

• Industrial scale is visible, but the product offering and target customer aren't clear.
• Vertical integration is mentioned, but its value to customers isn't explained.

03 / Understanding the business

Understanding the industry before designing.

There was no formal user research phase. I used my existing knowledge of the textile business, how the companies manufacture their products, what customers expect when evaluating a textile manufacturer, and a review of comparable brands to decide what the new websites needed to communicate.

Market references

• Trapolimp

  Strong product visibility, limited information about the company.

• Media Naranja

  Clear brand personality, less emphasis on the operation.

• Mister Trapo

  Large catalogue, less emphasis on experience and capabilities.

Most of these websites focused on products and catalogues. Fewer gave the same visibility to manufacturing expertise, production scale, private label capabilities or industry experience.

04 / The design decisions

Structure first. Then make each company easier to understand.

What the challenge and the market references showed became five decisions.

1. 01Information architecture before visual redesignI reorganised the content first so each page had a clear purpose before working on the visual design.
2. 02Industrial credibility over marketing languageThe content focuses on what they manufacture, how they work and the capabilities behind their products.
3. 03Content simplificationLong, repetitive descriptions became shorter, clearer sections that are easier to scan.
4. 04Navigation restructuringNavigation follows what a potential customer needs first: products, capabilities and company information, then contact.
5. 05Two companies, distinct identitiesEach website stays visually distinct while sharing a clearer, more consistent structure.

05 / Final experience

Before and after.

The redesigned websites were launched as public-facing sites for both companies.

Tenoar — homepage

Visit Tenoar → (opens in new tab)

Matexsur — homepage

Visit Matexsur → (opens in new tab)

06 / Reflection

I learned to organize the business before designing the website.

For these websites, making the information easier to find and understand was one of the most important parts of the redesign.

Next, I would look at basic analytics and talk to a few customers to see what works and what could still be improved.

I would keep working on the content: better product descriptions, more real examples and updated photography.

I now spend more time understanding the business and organising the information before starting the visual design.