Alpha Catering Equipment

Ecommerce Website Redesign
2019
Redesign of the eСommerce platform for one of Australia’s leading catering equipment suppliers. Increased sales, improved purchasing process, and simplified interaction between customers and the store

The Problems

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Outdated UI and bad UX made the web site looks like an aggregator, and it didn’t represent the company at all.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

There was no clear navigation and filters to easily find products. Users were facing problems while were looking for the products in a huge company's catalog
Alpha Catering - Product page

2 Column

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.

Primary First

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.

Alpha Catering - Product page

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 - Product page

Improved Structure

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.

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 - Product page

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 - Product page

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 - Product page

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 - Product page

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.

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 - Product page

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.

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 - Product page

Service Pages

Alpha Catering - Brands page
Alpha Catering - Brands page
Alpha Catering - Brands page
Alpha Catering - Brands page

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 - Brands page Alpha Catering - Brands page

Mobile version

Alpha Catering Equipment — The Minimal. Complex things made simple
Alpha Catering Equipment — The Minimal. Complex things made simple

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.

Alpha Catering Equipment — The Minimal. Complex things made simple
Alpha Catering Equipment — The Minimal. Complex things made simple
Alpha Catering Equipment — The Minimal. Complex things made simple
Alpha Catering Equipment — The Minimal. Complex things made simple
Alpha Catering Equipment — The Minimal. Complex things made simple
Alpha Catering Equipment — The Minimal. Complex things made simple