iPlex Pipelines Australia
Rebuilding Product Discovery for iPlex Pipelines Australia
THE CHALLENGE
iPlex Pipelines Australia is a leading manufacturer and distributor of plastic pipeline systems, servicing water infrastructure and civil engineering projects across Australia.
Their previous website experience made it difficult for customers to quickly find technical product information or navigate the full breadth of their catalogue. Long PDF downloads, buried spec sheets, and a fragmented site structure meant engineers, specifiers, and procurement teams struggled to locate what they needed—resulting in lost leads and increased pressure on internal sales support.
THE OPPORTUNITY
iPlex needed to rethink its approach to digital product discovery and customer engagement. The opportunity was to create a clean, mobile-optimised experience that would:
Centralise technical information and resources
Help different user groups (engineers, contractors, distributors) find what they need faster
Elevate the perception of the brand and drive more high-intent traffic to sales channels
SKETCH, DECIDE, AND PROTOTYPE PHASES OF THE 5-DAY CO-DESIGN SPRINT
DESKTOP PROTOTYPE SCREENS
What We Did
Apolinar partnered with iPlex Pipelines Australia to reimagine their digital product experience. Our work included:
WORKSHOPS | Stakeholder workshops to identify user pain points and define business objectives |
CX JOURNEY | Customer journey mapping for specifiers, engineers, and procurement audiences |
INFORMATION ARCHITECTURE | Information architecture redesign to reduce clicks and improve findability |
UI DESIGN SYSTEM | A new modular design system that balanced visual clarity with dense technical content |
RESPONSIVE UI KIT | Designed a responsive UI kit tailored for mobile devices and on-site usage scenarios |
DESIGN SPECIFICATIONS | Delivered a component library and design specifications to support internal development teams |
Deliverables
UX Strategy and customer journey design
Information architecture and navigation system
Mobile-first UI design and component library
Developer-ready specifications in Figma
USER TESTING SESSIONS
MOBILE PROTOTYPE SCREENS
The Results
Websites launched across Australia and New Zealand
BEFORE | AFTER |
Fractured navigation with long-form PDFs | Structured digital catalogue for faster access |
Poor UX for engineers and procurement teams | Tailored journeys for key personas |
Limited visibility into high-interest content | Design ready for analytics and behavioural tracking |
Outdated interface and brand presence | Modern visual language aligned with brand trust and scale |
CLIENT FEEDBACK
“Working with Apolinar helped us reset how we think about digital experience for our customers. Their team understood both the technical complexity and the simplicity our users needed—and they delivered.”
— Digital Marketing Lead, iPlex Pipelines Australia
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Apolinar helps product-heavy businesses reimagine digital discovery—from catalogues to technical documentation—so your customers find what they need, faster.