Curbell Plastics is North America’s largest distributor of plastic materials, had a problem: Their website wasn’t living up to its full potential. Namely, it wasn’t serving the needs of its two core user groups: their customers and their sales team.
We created a custom eCommerce implementation that features robust search, sophisticated browsing and filtering functions to improve navigability and discoverability of products, real-time credit card processing, complex shipping and tax calculation features
Challenge
Curbell engaged us to design and build a robust, intuitive eCommerce platform that would be a winner for prospective and current customers, and their sales team, allowing for self-service ordering and fulfillment, as well as better lead generation.
Solution
My first priority was to create an information architecture that showcased Curbell’s impressive product catalogue and buyer resources and highlighted key marketing messaging, while remaining easy to navigate for their users. From a design perspective, I looked to declutter the old interface, replacing copy-heavy portions of the site with concise content and recognizable, clickable imagery.
Powering the new interface is a robust eCommerce platform, which we customized completely to accommodate Curbell’s vast catalogue of over 30k product SKUs. Knowing their inventory would frequently change, we built custom tools to handle the initial product data import and allow for easy updating in the future.
We also optimized the site for SEO, maximizing Curbell’s visibility in search with metadata, geo-located local landing pages, and a carefully designed product catalogue.
Key user experience and design features
Improved information architecture that prioritizes the right content.
A comprehensive shopping experience that is still easy to navigate.
Research Resource Center packed with rich content and interactive tools that helps users to find the materials and answers they need.
Clean, modern interface with increased white space allows for easy navigation, reading, and better accessibility.