Modernizing Mainline Collection’s Digital Presence with Custom Web Design
A user-focused website redesign that elevated brand credibility, streamlined navigation across complex product catalogs, and empowered in-house content management.
Industry:
Plumbing Fixtures & Fittings
Challenges:
Mainline Collection required a website that could effectively showcase a diverse, extensive product range across multiple categories, allowing for seamless navigation, as well as responsiveness and elevated brand presentation.
Goal:
To provide a compelling custom web design that aligns with the brand and improves user experience as well as effortless browsing throughout complex catalogs and reinforces the brand identity in clarity and efficiency.
Background
Mainline Collection is a well recognized distributor of plumbing products, HVAC, and industrial products to North America and targets both the B2B and B2C market. The company has 100 years of business expertise, yet it did not reflect this in their digital presence. They had to modernize, make it easier to use, reflect their giant product range and they had to build their credibility as a leading provider of products at market best. It was at that point that they requested Orestes to provide a custom website design service to publish what they wanted to do into it.
It was not only a problem of re-designing the site, but it was also necessary to make sure that the site was aligned with the past and image of Mainline in the industry. An updated online experience was in order to achieve a level of trust with new customers whilst still catering long time customers with easy access to products and information. The brand has the potential to solidify its position of the market by incorporating a new interface with strategic environmental elements.
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Our Approach
Our Strategy to Transform Mainline Digital Presence
01
Brand and Needs Assessment
Conducted a comprehensive workshop with Mainline to identify their brand values, their product hierarchy and user needs.
02
Information Architecture & Wireframes
Created user-friendly menu structures and page flows for the seamless discovery of all faucets, valves pumps etc.
03
User Focused UI/UX Design
Created user friendly layouts with search that has filters and sections to direct users directly to the product and help navigate large bulk SKUs.
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04
Responsive Multi Device Layouts
Created mobile friendly layouts for functionality, performance, and accessibility on smartphones tablets & desktops.
05
Content Management Integration
Created a CMS based model that will allow Mainline's internal team to manage their own product content images & updates on their own.
06
Performance testing and optimization
Tested fast loading, cross browser compatibility, and fluid navigation against real devices for strength and performance.
Results
Result
Enhanced Awareness of the Brand:
With its modern, fresh, and product-focused design, the new website more accurately represents Mainline's brand.
A Better User Experience:
Customers were able to find items on the new site much more quickly and easily thanks to intuitive filters and decreased navigation and search friction.
More Accessible and Responsive:
All devices offer users the same layout and performance, increasing accessibility and user engagement.
Simplified Content Administration:
Mainline's employees can swiftly and independently handle product updates thanks to the customizable back-end.
Conclusion
Orestes was able to provide custom website design service to Mainline Collection with a focus on performance and user-experience. Mainline Collection gained a high-performance, user-centered online platform that properly reflected its vast product catalog and brand statement. Not only did we enhance the browsing experience and brand presentation, we also gave the client more capabilities and freedom, establishing a firmer digital base for growth.
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