Westview Manufacturing
E-commerce platform redesign for a manufacturing company
Role
UI/UX Designer
Duration
4 months
Outcome
Full e-commerce redesign
Overview
Westview Manufacturing needed a complete overhaul of their e-commerce platform to better serve both wholesale buyers and direct consumers. The existing site was outdated, difficult to navigate, and losing sales to competitors with more modern digital experiences.
The Challenge
The original site had poor product discoverability, a confusing checkout flow, and no mobile optimisation. The dual audience (B2B wholesale + B2C retail) required careful UX consideration to serve both segments without compromising either experience.
The Approach
I conducted a full UX audit of the existing site, mapped out customer journeys for both audience segments, and designed a unified e-commerce experience with smart product filtering, streamlined checkout, and responsive layouts. Every design decision was backed by competitive analysis and user behaviour data.
Key Results
- Complete e-commerce platform redesigned
- Dual B2B/B2C user experience unified
- Mobile-first responsive design implemented
- Product discovery and filtering completely rebuilt
- Checkout flow streamlined from 5 steps to 3
