CHALLENGE
Goodfellow is global supplier of a comprehensive range of Metals, Alloys, Ceramics, Polymers, Compounds & Composites to the research and industrial markets.
Aside from the technical subject matter of its products, it also has over 70,000 SKUs that needed to be introduced, explained and made easily accessible to companies that needed them.
Our challenge was to build an ‘ecommerce’ site using the best of B2C ecommerce practices.
APPROACH
Goodfellow is global supplier of a comprehensive range of Metals, Alloys, Ceramics, Polymers, Compounds & Composites to the research and industrial markets.
Aside from the technical subject matter of its products, it also has over 70,000 SKUs that needed to be introduced, explained and made easily accessible to companies that needed them.
BLS was appointed to undertake the development of a B2B website from the ground up for China, Japan and Korea, with a clear focus on user experience.
Our solution?
Build an ‘ecommerce’ site using the best of B2C ecommerce practices on the Magento ecommerce CMS platform.
UX methodology
We conducted extensive online research on specialty materials websites across China, Japan and Korea to gain insights on how these products were marketed & presented.
We also ran in-depth customer surveys and interviews to understand product search behaviour and key purchase decision factors among our target audience. Combining with B2C ecommerce best practices, we invested significant effort to develop the user interface for product search, product detail pages and checkout process on both desktop and mobile, with variations across the 3 countries.
Features:
- We designed a guided search flow to enable customers to find the product within 3 clicks.
- An “Add to RFQ” check-out cart
- A “Customise Size” request for non-catalog items.
EXPERTISE
- UX Research
- UX Design
- Website analytics
- Competitor website comparative analysis
- Site architecture
- Visual design
- Technical development
- Frontend coding
- Implementation onto Magento eCommerce CMS
RESULTS
Transformed the old website with a PDF product catalogue into an intuitive ecommerce platform built on Magento for China, Japan and Korea with 70,000 SKUs.
In 2019, Goodfellow China website garnered 83,000 visits and generated 1,200 online and telephone orders.
