Case study · B2B web shop · Concept
Wholesaler.
A B2B wholesaler of pedicure supplies with 1,311 products, running on software from 2010. A concept that puts reordering, honest tier pricing and the in-house repair service first.
The challenge
A wholesaler that doesn't sell online.
The customers are pedicurists who want to reorder the same things quickly between clients, often on their phone. The shop made that hard: prices without VAT labels, tier discounts that only appeared on the invoice and a core range nobody could find. Its strongest asset, an in-house service that repairs pedicure motors, was one sentence on the homepage.
Design a web shop that buys as smart as its customers.
Audit
What went wrong on the current site.
- Core range impossible to findThe main gel polish line was missing from its own category page.
- Tier prices on the invoiceWhat 10 boxes cost was in the title, a popup or only on the invoice.
- No quantity on mobileLarge orders took extra steps on exactly the device used most.
- A 35-line menuBrands, product types, three kinds of offers and even clickable divider lines at one level.
- The repair service hiddenRepairs and a free loan motor: the biggest differentiator, nearly invisible.
Design decisions
Every choice has a reason.
Reordering as the main task
A Reorder button in the header and last order into the cart in one tap.
WhyPedicurists mostly order the same things. That task should be fastest, not searching.
Tier prices that do the maths
A table per quantity on every product, the active tier highlighted and a nudge to the next.
WhyA wholesaler's biggest advantage was invisible online. Now customers see what ordering more saves them.
Ten task-based categories
Treatment, hygiene, nails, foot care: brands become a filter, not a menu item.
WhyOne organising principle per level makes finding things predictable. To validate with a card sort with pedicurists.
One product with colour and size
Fourteen separate glove pages become four products with option buttons.
WhyFewer duplicate pages, filters that work and a clearer cart.
The workshop up front
Maintenance and repair on the homepage, with the free loan motor and an online repair request.
WhyFew suppliers repair in-house. That's the reason to buy here, so it belongs at the top.
The concept
Ordering the way a pedicurist works.
A clickable concept with homepage, category, product, reorder, cart and a service page. With a presentation mode that explains every improvement, what it was and why it's better, written for the owner.
AI in my process
Thorough, and honest about what's confirmed.
AI helped me audit the site and build the concept. The choices and explanations are mine.
- Step 1
Audit
The whole site reviewed against ten UX principles, with evidence per finding.
- Step 2
Concept
A clickable prototype with real products and prices from the site.
- Step 3
Explain
A presentation mode with every improvement: what it was and why.
- Step 4
Migrate
A plan to move 1,311 products to a new platform.
Everything not taken from the real site, such as the sample customer and the proposed discount tiers, is marked in the concept. Product photos © All4feet, used for this concept only.
Outcome
Where it stands.
- An audit of the entire web shop, with ten priorities by impact and effort
- A clickable concept on desktop and phone
- A service page and a landing page for the repair service
- Platform advice and a product migration plan
Before we build
I want to test the new category structure with five to eight pedicurists in a card sort before anything gets built. And the discount tiers have to fit how the owner gives discounts today.
Contact
Your website back up to date too?
Let's talk.
An intro call takes fifteen minutes, no strings attached. Or just call: +31 6 46 28 62 00.
hallo@studiorttr.nl