With thousands of products, Kato Baking Supplies was initially worried about the speed and performance of their website, especially once traffic starts getting pushed to it. In addition to an unimpressive design lacking that “wow factor,” there were some development issues making the check out process impossible. Kato also needed to add incentives to their website such as coupons and discount codes.
The client wasn’t able to receive orders because of a bug, so the checkout process needed fixed immediately. Before we began any design work, our team was quick to fix the bug and had them processing orders again in less than 2 weeks.
We wanted to give the customer multiple ways to explore products and therefore capture every buyer’s unique shopping style. We also wanted the user to have the fastest check out process possible and scrolling through thousands of products to find what you’re looking for just spells abandonment. So we highlighted a can’t-miss-it search bar above the fold for the customer who has a sense of what they want. We also gave them a Quick View feature that allows the user to view products in a pop up window, quickly add them to their cart and keep shopping.
Upon learning more about the way Kato serves their industry, we discovered they had 2 client bases: retail and wholesale. This was a perfect opportunity to capitalize on those two groups separately and tailor the website experience to the individual visitor. Instead of lumping them together, we thought it best to offer incentives that would peak to the retail customer and wholesaler uniquely. Upon login, the site recognizes if the user has a retail or wholesale account and customizes the products and prices the user can see.