3D Mass Pro
3D Mass Pro had professional studios and independent makers visiting the same site. The messaging was trying to serve both and landing with neither. We fixed that.
3D Mass Pro had professional studios and independent makers visiting the same site. The messaging was trying to serve both and landing with neither. We fixed that.
Left: Audience mapping — charting the separate decision criteria for studios and indie creators without conflating them. Right: Dual-audience site architecture with a shared entry point and two distinct content paths.
3D Mass Pro creates physical products for designers, engineers, and professional studios. Their catalogue was strong and their quality was recognised, but their website was trying to speak to two fundamentally different audiences at once — and landing with neither. The tone was too casual for enterprise buyers and too technical for independent creators. Both groups arrived, scanned, and left.
The founding team knew they had an audience problem but had been reluctant to invest in a site that served one at the expense of the other. The brief was clear: design for both, without compromise.
We interviewed 12 customers across both segments — six professional studios and six independent makers — mapping their decision criteria, their information needs, and the moments where the existing site failed them. The differences were significant. Studios needed proof of scale and reliability before any sales conversation. Makers needed reassurance that the product worked for small projects and that they wouldn't have to navigate an enterprise process to place an order.
A review of competitor sites showed the same either/or thinking everywhere. There was an opportunity to design a site architecture that let each audience self-select into the right content path from a shared entry point, without creating two disconnected experiences.
"The site was speaking to everyone in general and landing with no one in particular. Both audiences needed to feel like the product was built for them."
We designed a dual-audience architecture: a shared homepage that established the core value proposition and invited visitors to identify their context — studio or maker — before branching into tailored content paths. Each path had its own tone, social proof, and calls to action relevant to that audience's decision-making process. The visual language was updated to feel craft-oriented and precise, credible to professionals without being intimidating to independent creators.
Studio enquiries tripled in the quarter following launch. The founding team reported receiving more qualified conversations from both segments — studios arriving with specs already reviewed, makers arriving ready to order without needing support.
The redesigned site: a shared entry point that branches into two distinct content experiences. Studio enquiry rate tripled in the first quarter post-launch.
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