Rocelco
E-commerce platform for a leading standing desk manufacturer
Role
UI/UX Designer
Duration
3 months
Outcome
E-commerce redesign delivered
Overview
Rocelco is a Canadian manufacturer specialising in standing desks, monitor mounts, and ergonomic workspace solutions. Their e-commerce platform needed a modern redesign to better showcase their product range and improve the buying experience.
The Challenge
Standing desks are a considered purchase — customers need to compare specifications, visualise products in their workspace, and understand compatibility with accessories. The existing site made product comparison difficult and buried key specifications deep in product pages.
The Approach
I redesigned the entire e-commerce experience with a focus on product presentation — large lifestyle imagery, clear spec comparisons, and an intuitive product configurator. The checkout flow was simplified and the mobile experience was prioritised since a large portion of traffic came from mobile devices.
Key Results
- Complete e-commerce platform redesigned
- Product configurator designed for desk customisation
- Spec comparison tool for easy product evaluation
- Mobile-first responsive design implemented
- Conversion-optimised checkout flow delivered