The main task was making the product page convenient and not overloaded. We made a choice to use a two-column layout to use the space on the screen wisely and make the most important information always visible.
Alpha Catering Equipment
Not Mobile Friendly
About 36% of existing users used mobile devices, however, the conversion rate was very poor compared to the desktop users and the industry in general.
Didn’t Represent The Brand
Outdated UI and bad UX made the web site looks like an aggregator, and it didn’t represent the company at all. The website didn’t form any user trust and loyalty, which are crucial for the business.
Speed And Performance
The page load time was about 7 seconds while the average time among competitors was about 1-3 seconds. Because of that, about 65% of users spent less than 10 seconds on the website.
The Knowledge Base
Research showed that a lot of visitors were exploring the company’s blog to learn more about the products. We decided to use this to convert more users into customers.
Catalog & Product Page
Product photos, price, SKU, and all the important information stays with user when they scroll the page down.
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.
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.
We made structure of catalog easy to understand for users. Our design desicions allowed almost twice to short the depth of directory and all items are easy to find now by search.
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.
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.
The main feed has popular categories with quick access.
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.
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.
Smart Search That You Deserve
Search results update in real time and are divided by 3 categories: top search, categories and brends. No need to check all result to find what you are looking for.
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, recomendations, interviews with experts and business owners.
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.
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.