Website Redesign

Simplifying product discovery and ordering for a B2B audience

Overview

This project focused on redesigning a B2B platform for Edward Snell to improve how customers browse products, access information, and place orders.

The goal was to create a clear, structured, and user-friendly experience that supports business users in making informed purchasing decisions.

The Problem

The existing platform lacked clarity and structure, making it difficult for users to find products and navigate the site efficiently.

Key issues included:

Unclear navigation and product categorisation
Poor content hierarchy across product pages
Limited support for product discovery and comparison
An experience that did not align with user expectations for B2B platforms

This created friction in key user journeys, particularly around browsing and decision-making.

My Role

As Product Designer, I was responsible for:

Redesigning the overall user experience and interface
Improving information architecture and navigation
Structuring product content for clarity and usability
Collaborating with stakeholders to align business and user needs
Delivering high-fidelity designs ready for development

Approach

I focused on improving clarity, structure, and usability across the platform.

Navigation and information architecture were reworked to support easier product discovery, while content was reorganised to highlight key product information more effectively. The design introduced clearer hierarchy, better use of space, and more intuitive interaction patterns.

The goal was to create an experience that feels familiar, efficient, and aligned with how users browse and evaluate products in a B2B context.

Design.

Home

The home page was designed to establish a sense of the company’s rich history in the industry and to the long-term commitment as a partner to the brands they service. The brands are prominently featured high up on the page with beautiful imagery to show Edward Snell’s pride in their brands, and making quick and easy access to the full portfolio of brands right away.