Redesign for one of the Australia’s leading catering equipment supplier.

Alpha Catering Equipment Fall 2019

Redesign eСommerce platform for one of the Australia’s leading catering equipment supplier helped to increase sales, speed up the process of purchase and simplify the interaction between the customer and the store.

The Problems

There is No Responsive Design

About 36% of the users use mobile devices, the revenue comes from around 17% of them, but the eCommerce conversion rate is the lowest one in this sector.

The Website Looks Like Aggregator

Combined with outdated UI and bad UX, it makes the web site looks like aggregator and does not make customers feel safe which is crucial for e-commerce industry.

Low Upload Speed and User Interraction

The page load time is around 7 seconds while the average is around 1-3. It is coused by heavy-content. That influences the user behavior: around 65% of the users spent less than 10 seconds on the website.

Customers Need Industry Knowledge Base

While analysing we’ve found the extra channel for interaction — users like company’s blog because of difficulties while choosing items and this channel may be used for sales promotion and improving engagement.

Catalog & Goods

There were no clear navigation and filters for searching items. Users have faced problems while choosing items in a large number of wares.

Alpha Catering Equipment Australia — The Minimal Studio

2 Column

To make product page comfortable and easily comprehensible, we used 2 column layout to use screen space and make all important information always visible.

Main First

Basic information about the product shows up on the first screen. There is opportunity to buy an item or add it to the quote and view details. The anchor menu allows to pick any section very fast: from technical characteristics to credit conditions

Get Their Ducks In a Row

Information sections about products are structured from most important to least important. It became also easier to reach then thanks to always visible tabs.

Alpha Catering Equipment Australia — The Minimal Studio

Always Visible

The picture, product name and its price are always in view. The Buy button and Quote button allow to buy product very fast if necessary.

Alpha Catering Equipment Australia — The Minimal Studio

Improved Structure

We made structure of catalog easy to understand for users. Our design decisions allowed almost twice to short the depth of directory and all items are easy to find now by search.

Quick Access

The visitor sees the list of items from the first section. There is no need to pick additional category — everything happens here and all at once.

Alpha Catering Equipment Australia — The Minimal Studio

Helpful Filters

Filters’ panel is on the left side and always in front of eyes. Filtering option designed individually for each category.

Flexible Product’s Card

Product name can be super long, the item can be on sale or sold exclusively. Everything is possible according to the new design. Our new product card allows to keep all information and keep clean.

Homepage

Alpha Catering Equipment

Popular Categories

The main feed has popular categories with quick access.

Simple Banners

Information has to be easy to read: big font, clickable call-to-action button, splashy picture — this is 3 important rules of upgraded banners for new main page of Alpha Catering Equipment.

Not by Categories Alone

It is much more comfortable to pick product on the special page. It is possible now — we designed categories by industry, for instance such as small coffee shop or asian restaurant.

Alpha Catering Equipment Australia — The Minimal Studio

The Cart is Always Visible

To keep shopping list under control easy if you have quick access to your shopping cart. No special pages required. We keep it in on the top of the site

Alpha Catering Equipment

Smart Search That You Deserve

Search results update in real time and are divided by 3 categories: top search, categories and brands. No need to check all result to find what you are looking for.

Catering Hub

While analysing we’ve found the extra channel for interaction — users like company’s blog. It can be connected with difficulties while choosing items and this channel may be used for sales promotion and improving engagement.

Alpha Catering Equipment Australia — The Minimal Studio

All in One

We used company’s best practices and knowledge base about HoReCa industry and moved this information to a new platform Catering Hub, which including whether current blog or online promotional catalogs, recommendations, interviews with experts and business owners.

Live Community

The new platform combines useful advices and industry news reviews, allows newbies to choose the best equipment in the most comfortable and easy way, the experienced restaurateurs can follow renewal of equipment and develop their business.

It is Like Wikipedia But About Kitchen

Catering Hub allows rookies to prepare check list of necessary equipment for their business, save time and money. And experienced chefs can follow industry news

Alpha Catering Equipment Australia — The Minimal Studio

Service Pages

Visual Components

White background, big black typography for primary elements and grey for secondary. Blue and green for actions. The minimum lines and extra icons.

Alpha Catering Equipment Australia — The Minimal Studio

Mobile Version

aAlpha Catering Equipment Australia — The Minimal Studio
aAlpha Catering Equipment Australia — The Minimal Studio

Mobile Version The Way It Is Supposed To Be

We designed mobile version from scratch. A bottom bar provides reachable access to a bottom navigation drawer and actions on mobile devices.

Product card has all elements and possibility of quick purchase. All information is visible on the mobile screen.

Sort and filters’ system are also easy to use and keep standart UX patterns either Android or iOS users.

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