Dergtech Turkey: Industrial Technology Platform
Unified two distinct business lines—software services and industrial manufacturing—into one high-performance, bilingual platform optimized for the Turkish market.
Overview
Dergtech needed a single platform to sell both high-end software services and industrial machinery. Two very different customer bases, one website.
I built a unified, bilingual platform optimized for the Turkish market, where 70% of traffic is mobile. The architecture splits the user journey immediately—narrative-driven for services, data-heavy for products—while keeping the brand cohesive in both English and Turkish.
Design Engineer
3 weeks
The Problem
- Mixed Signals: Customers were confused. "Do you build apps or sell concrete mixers?" The old site tried to do both in the same space and failed at both.
- Mobile Block: 7 out of 10 Turkish visitors arrived on a phone, only to find a desktop-first site that was impossible to navigate.
- Language Barrier: International partners needed English, but local buyers needed Turkish. The existing translation was clunky and incomplete.
The Solution
Split-Focus Navigation
I designed a split entry point. Visitors self-select their interest immediately: Technology Services or Industrial Products. Each path has a distinct UX pattern suited to its goal, but they share the same visual DNA.
Industrial Catalog System
Engineers don't "shop" for machinery; they research it. I built a catalog optimized for specs, not carts. It handles technical PDFs, multi-angle galleries, and capacity filters—all fully zoomable and readable on a smartphone screen.
Turkish Market Optimization
Localization isn't just swapping text; it's adapting to behavior.
- Speed: Aggressive image optimization ensures sub-2s load times on 4G networks.
- Language: Native bilingual support built into the core. We treat Turkish and English users as equal first-class citizens, ensuring neither experience feels like a "translation."
Key Decisions
Two Business Models, One Codebase
Instead of building two separate sites, we built a single engine that supports two distinct user behaviors: browsing services (narrative) and sourcing parts (database). This halved the maintenance cost while doubling the utility.
Performance as a Feature
For industrial buyers on 4G in remote factory zones, speed isn't a luxury—it's access. We prioritized static generation and aggressive caching to ensure the site loads instantly, even with poor connectivity.
Speed to Market
We didn't reinvent the wheel. By adapting a battle-tested component system from a previous project, we cut the development timeline by 60%, allowing the client to launch ahead of their peak sales season.
The Results
- Clarity: Two business lines, one clear identity. No more customer confusion.
- Mobile Growth: 45% drop in mobile bounce rate.
- Scalability: A catalog system that grows with the factory floor.
