Challenge
Create an e-commerce experience that serves two distinct audiences—bulk business buyers seeking fast, targeted product access, and individual consumers wanting a simple, clutter-free shopping experience—while ensuring accessibility and modernizing the brand.
Solution
We did a full UX/UI overhaul, redesigning the information architecture to meet the needs of both bulk buyers and individual consumers. Implemented a drawer-style side navigation for streamlined browsing and quick access. Updated the brand with ADA-compliant colors, clear typography, and friendly visuals to balance industrial strength with approachability.
Information Architecture
Iteration and Refinement
Final Navigation
Impact
Delivered a seamless, accessible experience that boosted simplified navigation for diverse audiences, and strengthened brand credibility.
Outcome
The redesign delivered a seamless, ADA-compliant experience that catered to both bulk buyers and individual consumers. Streamlined navigation improved product discovery, while the refreshed brand elevated trust and positioned Shelving.com as both professional and approachable.
Reflection
Through this project, I gained a deeper understanding of e-commerce’s complexities—from balancing diverse user needs to designing navigation that can grow with the brand. I also learned how accessibility and brand identity can work together to create seamless, high-performing shopping experiences. Collaborating with another designer made these lessons even more impactful.
See also
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