The biggest challenge wasn’t the lack of information—it was finding the right information quickly.
The existing experience had a lot of valuable content, but product discovery could become difficult because of the large product catalog, multiple manufacturers, technical terminology, and different user needs.
From a UX perspective, I identified a few key challenges:
First, I identified the primary user groups:
MROs → General Buyers → OEMs → Design Engineers → Resellers/Procurement
Then I mapped their key jobs-to-be-done and identified where they would enter the experience—whether through search, categories, manufacturers, recommendations, or services.
From there, I focused on:
I created a search-first, product-focused experience where users can quickly move from intent to action.
Product Discovery:
The homepage prioritizes prominent search, product categories, manufacturers, and recommendations, giving users multiple ways to discover products.
Persona-Based Experience:
The experience considers different user needs. An MRO user might want a replacement part or repair, while a design engineer may need technical specifications, compatibility, or product configuration.
AI-Powered Assistant:
I introduced a conversational AI concept where users can simply describe what they need.
Clear Purchase Journey:
Product cards and detail pages focus on the information industrial buyers actually need—technical specifications, availability, pricing, compatibility, and clear actions.
Services & Engineering:
Instead of competing with product discovery, services such as repair, field service, control panel building, and systems integration are positioned as supporting capabilities within the overall ecosystem.
The redesigned experience creates:
