E-comm Whitecap.com
SEO and marketing initiative.
Company
WHITE CAP
Project context
White Cap is a one-stop shop for construction professionals, offering tools, materials, safety products, and customized supply solutions. Their e-commerce site needed a new design center experience to improve usability, SEO, and the purchasing flow. Customers were struggling to navigate the site and lacked contextual product information, which often led to dead ends in the purchase journey.
Goals
-
Improve navigability and guide customers through the purchase flow.
-
Provide “how-to” guides and explanatory visuals to help users understand product use and complementary items.
-
Facilitate a more intuitive shopping experience, leading to higher satisfaction and conversions.
-
Enhance SEO and content depth to increase discoverability.
Role
I collaborated on the redesign by:
-
Proposing and designing content enhancements with step-by-step guides and contextual photos.
-
Creating a more guided shopping journey, integrating complementary products within the flow.
-
Working closely with developers to ensure content integration supported SEO.
-
Gathering user feedback and iterating based on insights
Problem statement
Customers had difficulty understanding how products were used and where to find complementary items. This lack of context created confusion and often left customers unable to complete their purchase.
The process
Discovery
-
Analyzed current e-comm flows and identified drop-off points.
-
Benchmarked guided shopping experiences in similar industries.
​
​
​
Content strategy
-
Introduced how-to guides, contextual images, and usage explanations.
-
Defined a scalable template for product categories.
​
​
Designing & prototyping
-
Created mockups of the new design center, integrating learning + purchase.
-
Balanced visual hierarchy between product info, images, and CTAs
-
.
Implementation
-
Rolled out redesigned sections for test categories.
-
Collaborated with SEO to ensure metadata and content boosted
​
​
​
Iteration
-
Collected user feedback.
-
Adjusted layout and hierarchy for clarity and faster scanning.
​
​
​
​
​
Impact
+37%
traffic increase after first phase of implementation.
+16%
revenue growth from improved guided shopping experience.
+92%
of surveyed customers found it easier to understand products and find complements.
Lessons Learned
This project reinforced how content and context directly impact e-commerce success. By embedding how-to education into the purchase journey, we not only increased traffic and sales but also built customer trust. I learned the value of combining UX, SEO, and product education to create a more holistic shopping experience.