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Serving the Right Products to the Right Customers

The challenge


When site visits and sales correlate closely, it’s important to create a site user experience with clear, accessible, device-independent navigation and design. When that site serves a global audience with varying products, this challenge becomes even more crucial.

D2 Creative was charged with the task of simplifying our client’s catalog site—with over 2000 products and several levels of categories—and reimagining education and customer service areas. And we had to do this all while maintaining one cohesive site, supported globally.

Our approach

To create this site, we developed a simple and logical product information architecture with faster navigation and fewer clicks. Because maintaining several sites can be complicated and expensive, we wanted the end-user to get the information they needed, without any unnecessary steps, all within one site—and regardless of where they were globally.

While much of the focus is on the consumer’s experience, we needed to ensure the website was simple to maintain. In the backend, we built the product section on an eCommerce platform, streamlining the experience with intuitive, faceted navigation allowing the client to maintain their product catalog all in one place.

The result

With an intuitive and efficient redesign, we created a website that provides a welcoming user experience to consumers while positioning the client as a leader in their field. As a direct result:

  • There are far fewer online service inquiries, as customers get more of the information they need through the site.
  • Traffic to the educational components of the site has doubled.
  • There’s been a 15% reduction in the number of pages viewed per visit, as users find their way to the page they need more quickly.