Redesigning the website for a midsize e-commerce company was a significant project. Although the company primarily operated in the B2B sector, the client recognized the need for a consumer-oriented site that would engage and inform customers about their product offerings. Beyond simply selling products, the website's overarching goals included enhancing brand awareness and gaining a deeper understanding of the customer, with the intent of leveraging this insight to improve B2B sales.
The original website, last redesigned in 2015, followed a product-centric approach. It lacked cohesion between brands and focused on pushing individual products rather than informing or engaging visitors.
The client's initial vision for the homepage was to provide quick access to new products and incorporate blogs as an integral part of the homepage. The wireframe on the left illustrates how these areas would grant visitors direct access to key products on the site.
1. Top Banner: Highlighting key product features through icons, offering visitors a quick product overview.
2. Product Description: Presenting a concise narrative about the product and its value to the customer, accompanied by visual thumbnails for reference.
3. Additional Features: Providing supplementary materials such as videos.
Recognizing the interconnected nature of various product lines, a sub-navigation system was introduced to facilitate swift access to other brands.
In the end, the revamped website marked a significant improvement over its predecessor. Additionally, I collaborated with the client to seamlessly transition to the Shopify platform, working closely with the development team to integrate D365 and Syndigo (the Product Information Management software). The site launch proceeded without a hitch, aligning perfectly with the client's objectives. Notably, within just six months of the new site's launch, sales surged by an impressive 25.4%, clearly demonstrating the tangible impact of the redesign on the company's bottom line.