SLG
Redesigning an E-commerce site
Our agency embarked on a website redesign for Safety Lifting Gear, a provider of work safety equipment. They had faced a decline in online conversions and an increase in phone-based orders. Their outdated, information-dense website made it difficult for customers to confidently complete purchases online. SLG needed a modernized, user-friendly platform to encourage more web-based orders while reducing the need for customers to call in.
Live site: https://www.safetyliftingear.com/
Visual Design
UI & UX Design User research
Approach and Design Solutions
To address these challenges, I began by conducting user interviews to understand why customers preferred phone orders and to uncover the pain points with the current website. It was clear that a large section of the customer base was sceptical of making large purchases over the web; citing scams and negative past experiences. Key findings showed that trust, ease of navigation, and transparency were major concerns for users, who found the site cluttered and overwhelming. Based on this research, I developed user personas and aligned the design to meet both business and user needs.
The redesign focused on streamlining the product pages, reducing the amount of visible options, and decluttering dense blocks of information. I incorporated clearer calls-to-action (CTAs), simplified navigation, and created a cleaner visual layout that improved readability and reduced cognitive load. The product selection process was redesigned to follow Hick’s Law, ensuring users were guided smoothly through complex decisions without feeling overwhelmed. I worked closely with the development team to ensure these updates were implemented efficiently, despite some budget and time constraints.
One key section in the interface that needed attention was the product page that had numerous different CTA’S that competed for the user’s attention. I began wireframing with the aim of consolidating the information and improving the layout. After various iterations I settled on a tab-based design. By utilizing a tab functionality, it was possible for users to access only the information they needed. I also cleaned up the layout and improved the hierarchy of information to make it easier for users to understand the different options available to them.
We conducted user testing on the new design and observed that users were able to navigate the product page more easily and had a better understanding of the different options available to them.
Outcome and Impact
The redesigned website launched successfully, and over several months, SLG saw a significant increase in online conversions, with fewer customers relying on phone orders. User frustrations with the product page were greatly reduced, leading to lower cart abandonment rates and higher customer trust. Analytics revealed improved user engagement and a smoother purchasing journey. Due to the success of these changes, SLG is currently conducting A/B testing to further optimize their offerings, including evaluating the removal of the "Exclusive Web Only Price" to streamline the customer experience even further.
