Trotec
Duration
12 months
My roles
UXR
design
design system
My team
Olivia Shepherd - Project lead
Cehie Thiemann - Product owner
Joy Mentzing - UX Researcher
Davide Comuzzi - UX designer
Introduction
Trotec, a global leader in climate control, air treatment, heating, and ventilation solutions for industrial and construction sectors, faced friction in their digital shopping experience. Despite strong e-commerce performance, inconsistent navigation, cluttered product pages, and an unstructured checkout process led to user drop-offs and missed conversions.
Redefining Trotec's e-commerce experience
Our goal was to increase conversion rates and user engagement by implementing a data-driven, conversion-focused UX/UI approach, simplifying navigation, improving product discoverability, and streamlining checkout, all while aligning with Trotec’s modern brand identity.
Research & Insights
We conducted a platform audit, analyzing customer behavior data and competitor benchmarks to identify usability gaps. Our research process began with developing machine-learning personas, followed by user testing to validate findings, and included journey mapping to understand user pain points.
Machine-learning personas
We collaborated with the Advanced Data Analytics team to develop machine-learning-based personas by analyzing behavioral data, purchase patterns, and engagement metrics. This segmented users into three key groups: B2B craftsmen (dehumidifiers), B2C DIY & Garden, and B2C Cooling users (air conditioners, ventilators), moving beyond traditional research methods. The machine learning model segmented users by buying frequency, preferences, and decision-making complexity.
For Trotec, we developed machine-learning-based personas to refine customer segmentation and optimize UX/UI decisions. By analyzing behavioral data, purchase patterns, and engagement metrics, we identified key user groups, moving beyond traditional research methods.
The machine learning model segmented users by buying frequency, preferences, and decision-making complexity, validated through user testing. This revealed price as a key factor, PayPal preference among younger B2C users, and B2B consultation needs. This data-driven approach reduced friction, enabled tailored navigation and checkout flows, improved conversion rates, and ensured a personalized, scalable experience.
Testing
To confirm the machine-learning personas, we conducted user testing with 16 participants across B2B and B2C segments (6 B2B craftsmen, 5 B2C DIY & Garden, 5 B2C Cooling users). We analysed feedback, which highlighted price as a critical factor, a preference for PayPal among younger B2C users, and the need for B2B consultation services. This data-driven approach minimized friction, informed tailored navigation and checkout flows, boosted conversion rates, and delivered a personalized, scalable experience.
Navigation
Users reported inconsistent navigation, with B2C DIY & Garden users rating intuitiveness at 4.9/5 and B2B craftsmen at 4.1/5, indicating challenges in product discovery, particularly via the search bar (a preferred method across groups).
Product pages
All groups noted a lack of trust signals (e.g., reviews, energy efficiency details) and cluttered layouts, with B2C Cooling users rating the website’s modernity at 2.6/5, seeking more visuals like product photos and comparison tables.
Other
General pain points like slow delivery, lack of product availability, and high shipping costs further eroded trust, particularly at the purchase stage.
User journey mapping
We mapped the customer journey through funnels like awareness, consideration, and purchase. Pain points included inconsistent navigation during consideration (e.g., difficulty finding products) and lack of trust signals at purchase (e.g., unclear pricing, missing reviews), directly informing our design solutions. B2B users often exited the journey during checkout due to the lack of consultation options, preferring to contact support via email or phone for high-involvement purchases.
Turning Insights into Solutions
Using research findings, we ideated and designed a conversion-focused UI
Ideation Workshops
Simplified Navigation: Redesigned filtering and category pages to improve search bar usability (rated 4–5/5 across groups), addressing navigation inconsistencies and enhancing product discovery
Enhanced Product Pages: Added product photos, comparison tables, and trust signals (e.g., reviews, energy efficiency details), aligning with user preferences for visuals and detailed insights (e.g., B2C users valued durability and reviews, B2B users sought technical details like capacity)
Streamlined Checkout: Created a flexible checkout flow with a direct process for B2C users and a “Request Consultation” option for B2B users, addressing their need for email/phone contact. Integrated PayPal, a preferred method for younger B2C users, and ensured pricing transparency to build trust
Tested Solutions: Validated designs with a subset of users, confirming improved usability (e.g., navigation success rated 4–5/5) and trust, particularly with PayPal prioritization and transparent pricing.
Site Map for the redesign
We created a site map to structure the redesign, organizing sections like homepage, category pages, product detail pages, and checkout.
Optimized the category, product detail, cart, and checkout pages with a streamlined, conversion-focused UI. Key improvements included prioritizing PayPal, adding trust signals (e.g., reviews, product videos), and ensuring pricing transparency to reduce friction and drop-offs.
Using validated research, we optimized the category, product detail, cart, and checkout pages with a more streamlined, conversion-focused UI. Key improvements included prioritizing PayPal as the preferred payment method, increasing trust and usability for 26% of users.
The product detail pages were redesigned with larger image sliders and structured content, aligning with user preferences for videos, reviews, and detailed product insights—especially on energy efficiency and durability, favored by 63% of the target audience. Additionally, we refined the checkout process into a seamless four-step flow with a sticky cart summary, reducing friction and drop-offs.
Challenges & Solutions
Working closely with Trotec’s CEO meant every solution was rigorously tested, pushing us to refine our approach. Midway through, we took over the checkout process from a third-party agency, requiring us to adjust our roadmap. This hands-on collaboration led to a smoother, more efficient e-commerce experience, achieving a 3.2% conversion boost and €2.5M in monthly revenue growth.
Outcomes that say it all
Success metrics
Trotec’s e-commerce platform is now an intuitive, high-converting digital experience, demonstrating how data-driven UX design can transform business outcomes.
3.2%
increase in overall conversion
rates - Simplified navigation and enhanced product pages reduced friction, boosting conversions.
14.000
additional orders per month - Streamlined checkout with PayPal prioritization addressed 40% cart abandonment.
€2.5M
increase in monthly revenue - Data-driven design for 500,000+ monthly users maximized engagement
OTHER
PROJECTS
Get in touch
Trotec
Duration
12 months
My roles
UXR
design
design system
My team
Olivia Shepherd - Project lead
Cehie Thiemann - Product owner
Joy Mentzing - UX Researcher
Davide Comuzzi - UX designer
Introduction
Trotec, a global leader in climate control, air treatment, heating, and ventilation solutions for industrial and construction sectors, faced friction in their digital shopping experience. Despite strong e-commerce performance, inconsistent navigation, cluttered product pages, and an unstructured checkout process led to user drop-offs and missed conversions.
Research & Insights
We conducted a platform audit, analyzing customer behavior data and competitor benchmarks to identify usability gaps. Our research process began with developing machine-learning personas, followed by user testing to validate findings, and included journey mapping to understand user pain points.
Machine-learning personas
We collaborated with the Advanced Data Analytics team to develop machine-learning-based personas by analyzing behavioral data, purchase patterns, and engagement metrics. This segmented users into three key groups: B2B craftsmen (dehumidifiers), B2C DIY & Garden, and B2C Cooling users (air conditioners, ventilators), moving beyond traditional research methods. The machine learning model segmented users by buying frequency, preferences, and decision-making complexity.
Redefining Trotec's e-commerce experience
Our goal was to increase conversion rates and user engagement by implementing a data-driven, conversion-focused UX/UI approach, simplifying navigation, improving product discoverability, and streamlining checkout, all while aligning with Trotec’s modern brand identity.
For Trotec, we developed machine-learning-based personas to refine customer segmentation and optimize UX/UI decisions. By analyzing behavioral data, purchase patterns, and engagement metrics, we identified key user groups, moving beyond traditional research methods.
The machine learning model segmented users by buying frequency, preferences, and decision-making complexity, validated through user testing. This revealed price as a key factor, PayPal preference among younger B2C users, and B2B consultation needs. This data-driven approach reduced friction, enabled tailored navigation and checkout flows, improved conversion rates, and ensured a personalized, scalable experience.
Testing
To confirm the machine-learning personas, we conducted user testing with 16 participants across B2B and B2C segments (6 B2B craftsmen, 5 B2C DIY & Garden, 5 B2C Cooling users). We analysed feedback, which highlighted price as a critical factor, a preference for PayPal among younger B2C users, and the need for B2B consultation services. This data-driven approach minimized friction, informed tailored navigation and checkout flows, boosted conversion rates, and delivered a personalized, scalable experience.
Navigation
Users reported inconsistent navigation, with B2C DIY & Garden users rating intuitiveness at 4.9/5 and B2B craftsmen at 4.1/5, indicating challenges in product discovery, particularly via the search bar (a preferred method across groups).
Product pages
All groups noted a lack of trust signals (e.g., reviews, energy efficiency details) and cluttered layouts, with B2C Cooling users rating the website’s modernity at 2.6/5, seeking more visuals like product photos and comparison tables.
Other
General pain points like slow delivery, lack of product availability, and high shipping costs further eroded trust, particularly at the purchase stage.
User Journey Mapping
We mapped the customer journey through funnels like awareness, consideration, and purchase. Pain points included inconsistent navigation during consideration (e.g., difficulty finding products) and lack of trust signals at purchase (e.g., unclear pricing, missing reviews), directly informing our design solutions. B2B users often exited the journey during checkout due to the lack of consultation options, preferring to contact support via email or phone for high-involvement purchases.
Turning Insights into Solutions
Using research findings, we ideated and designed a conversion-focused UI
Ideation Workshops
Simplified Navigation: Redesigned filtering and category pages to improve search bar usability (rated 4–5/5 across groups), addressing navigation inconsistencies and enhancing product discovery
Enhanced Product Pages: Added product photos, comparison tables, and trust signals (e.g., reviews, energy efficiency details), aligning with user preferences for visuals and detailed insights (e.g., B2C users valued durability and reviews, B2B users sought technical details like capacity)
Streamlined Checkout: Created a flexible checkout flow with a direct process for B2C users and a “Request Consultation” option for B2B users, addressing their need for email/phone contact. Integrated PayPal, a preferred method for younger B2C users, and ensured pricing transparency to build trust
Tested Solutions: Validated designs with a subset of users, confirming improved usability (e.g., navigation success rated 4–5/5) and trust, particularly with PayPal prioritization and transparent pricing.
Site Map for the redesign
We created a site map to structure the redesign, organizing sections like homepage, category pages, product detail pages, and checkout.
Optimized the category, product detail, cart, and checkout pages with a streamlined, conversion-focused UI. Key improvements included prioritizing PayPal, adding trust signals (e.g., reviews, product videos), and ensuring pricing transparency to reduce friction and drop-offs.
Using validated research, we optimized the category, product detail, cart, and checkout pages with a more streamlined, conversion-focused UI. Key improvements included prioritizing PayPal as the preferred payment method, increasing trust and usability for 26% of users.
The product detail pages were redesigned with larger image sliders and structured content, aligning with user preferences for videos, reviews, and detailed product insights—especially on energy efficiency and durability, favored by 63% of the target audience. Additionally, we refined the checkout process into a seamless four-step flow with a sticky cart summary, reducing friction and drop-offs.
Challenges & Solutions
Working closely with Trotec’s CEO meant every solution was rigorously tested, pushing us to refine our approach. Midway through, we took over the checkout process from a third-party agency, requiring us to adjust our roadmap. This hands-on collaboration led to a smoother, more efficient e-commerce experience, achieving a 3.2% conversion boost and €2.5M in monthly revenue growth.
Outcomes that say it all
Success metrics
Trotec’s e-commerce platform is now an intuitive, high-converting digital experience, demonstrating how data-driven UX design can transform business outcomes.
3.2%
increase in overall conversion
rates - Simplified navigation and enhanced product pages reduced friction, boosting conversions.
14.000
additional orders per month - Streamlined checkout with PayPal prioritization addressed 40% cart abandonment.
€2.5M
increase in monthly revenue - Data-driven design for 500,000+ monthly users maximized engagement
OTHER
PROJECTS
Get in touch
TROTEC
Duration
12 months
My roles
UXR
Design
Design system
My team
Olivia Shepherd - Project lead
Cehie Thiemann - Product Owner
Joy Mentzing - UX Researcher
David Comuzzi - UX Designer
Introduction
Trotec, a global leader in climate control, air treatment, heating, and ventilation solutions for industrial and construction sectors, faced friction in their digital shopping experience. Despite strong e-commerce performance, inconsistent navigation, cluttered product pages, and an unstructured checkout process led to user drop-offs and missed conversions.
Redefining Trotec's e-commerce experience
Our goal was to increase conversion rates and user engagement by implementing a data-driven, conversion-focused UX/UI approach, simplifying navigation, improving product discoverability, and streamlining checkout, all while aligning with Trotec’s modern brand identity.
Research & Insights
We conducted a platform audit, analyzing customer behavior data and competitor benchmarks to identify usability gaps. Our research process began with developing machine-learning personas, followed by user testing to validate findings, and included journey mapping to understand user pain points.
Machine-learning personas
We collaborated with the Advanced Data Analytics team to develop machine-learning-based personas by analyzing behavioral data, purchase patterns, and engagement metrics. This segmented users into three key groups: B2B craftsmen (dehumidifiers), B2C DIY & Garden, and B2C Cooling users (air conditioners, ventilators), moving beyond traditional research methods. The machine learning model segmented users by buying frequency, preferences, and decision-making complexity.
For Trotec, we developed machine-learning-based personas to refine customer segmentation and optimize UX/UI decisions. By analyzing behavioral data, purchase patterns, and engagement metrics, we identified key user groups, moving beyond traditional research methods.
The machine learning model segmented users by buying frequency, preferences, and decision-making complexity, validated through user testing. This revealed price as a key factor, PayPal preference among younger B2C users, and B2B consultation needs. This data-driven approach reduced friction, enabled tailored navigation and checkout flows, improved conversion rates, and ensured a personalized, scalable experience.
Testing
To confirm the machine-learning personas, we conducted user testing with 16 participants across B2B and B2C segments (6 B2B craftsmen, 5 B2C DIY & Garden, 5 B2C Cooling users). We analysed feedback, which highlighted price as a critical factor, a preference for PayPal among younger B2C users, and the need for B2B consultation services. This data-driven approach minimized friction, informed tailored navigation and checkout flows, boosted conversion rates, and delivered a personalized, scalable experience.
Navigation
Users reported inconsistent navigation, with B2C DIY & Garden users rating intuitiveness at 4.9/5 and B2B craftsmen at 4.1/5, indicating challenges in product discovery, particularly via the search bar (a preferred method across groups).
Product pages
All groups noted a lack of trust signals (e.g., reviews, energy efficiency details) and cluttered layouts, with B2C Cooling users rating the website’s modernity at 2.6/5, seeking more visuals like product photos and comparison tables.
Other
General pain points like slow delivery, lack of product availability, and high shipping costs further eroded trust, particularly at the purchase stage.
User journey mapping
We mapped the customer journey through funnels like awareness, consideration, and purchase. Pain points included inconsistent navigation during consideration (e.g., difficulty finding products) and lack of trust signals at purchase (e.g., unclear pricing, missing reviews), directly informing our design solutions. B2B users often exited the journey during checkout due to the lack of consultation options, preferring to contact support via email or phone for high-involvement purchases.
Turning Insights into Solutions
Using research findings, we ideated and designed a conversion-focused UI
Ideation Workshops
Simplified Navigation: Redesigned filtering and category pages to improve search bar usability (rated 4–5/5 across groups), addressing navigation inconsistencies and enhancing product discovery
Enhanced Product Pages: Added product photos, comparison tables, and trust signals (e.g., reviews, energy efficiency details), aligning with user preferences for visuals and detailed insights (e.g., B2C users valued durability and reviews, B2B users sought technical details like capacity)
Streamlined Checkout: Created a flexible checkout flow with a direct process for B2C users and a “Request Consultation” option for B2B users, addressing their need for email/phone contact. Integrated PayPal, a preferred method for younger B2C users, and ensured pricing transparency to build trust
Tested Solutions: Validated designs with a subset of users, confirming improved usability (e.g., navigation success rated 4–5/5) and trust, particularly with PayPal prioritization and transparent pricing.
Site Map for the redesign
We created a site map to structure the redesign, organizing sections like homepage, category pages, product detail pages, and checkout.
Optimized the category, product detail, cart, and checkout pages with a streamlined, conversion-focused UI. Key improvements included prioritizing PayPal, adding trust signals (e.g., reviews, product videos), and ensuring pricing transparency to reduce friction and drop-offs.
Using validated research, we optimized the category, product detail, cart, and checkout pages with a more streamlined, conversion-focused UI. Key improvements included prioritizing PayPal as the preferred payment method, increasing trust and usability for 26% of users.
The product detail pages were redesigned with larger image sliders and structured content, aligning with user preferences for videos, reviews, and detailed product insights—especially on energy efficiency and durability, favored by 63% of the target audience. Additionally, we refined the checkout process into a seamless four-step flow with a sticky cart summary, reducing friction and drop-offs.
Challenges & Solutions
Working closely with Trotec’s CEO meant every solution was rigorously tested, pushing us to refine our approach. Midway through, we took over the checkout process from a third-party agency, requiring us to adjust our roadmap. This hands-on collaboration led to a smoother, more efficient e-commerce experience, achieving a 3.2% conversion boost and €2.5M in monthly revenue growth.
Outcomes that say it all
Success metrics
Trotec’s e-commerce platform is now an intuitive, high-converting digital experience, demonstrating how data-driven UX design can transform business outcomes.
3.2%
increase in overall conversion
rates - Simplified navigation and enhanced product pages reduced friction, boosting conversions.
14k
additional orders per month - Streamlined checkout with PayPal prioritization addressed 40% cart abandonment.
€2.5M
increase in monthly revenue - Data-driven design for 500,000+ monthly users maximized engagement
OTHER
PROJECTS
Get in touch