Product Catalog Website
How I designed a boutique brand for agricultural products in Australia
Project Snapshot
Role: Senior UI/UX Designer
Platform: WordPress (B2B Product Catalog)
Industry: AgTech / B2B Manufacturing & Supply
Timeline: 2 months
Users: Large-scale farm owners, farm managers, agricultural product decision-makers (Australia)
The problem
The company’s website used an e-commerce mental model without the e-commerce functionality, causing user confusion, low engagement, and underutilization of the product catalog. While product sales were the core business, users primarily visited the site only for event information and ignored product content.
My Role & Impact
I led the UX strategy, information architecture, and UI design, repositioning the site from a pseudo-ecommerce experience into a trust-driven, education-first product catalog that supports sales conversations.
Key Outcomes
- Drove 2x increase in product inquiries post-launch
- Made the website focus on products first, not events.
- Made it easier to find products by letting people browse by ingredients, benefits, and suppliers.
- Built more trust by showing expert credentials, partnerships, and helpful proof.
- Helped the site show up more on Google by adding better structure and links, and improving keyword rankings.
Home page
Project Overview
This project involved redesigning a B2B product catalog website for an Australian agricultural manufacturer and supplier. The client wanted to refresh and update their website while promoting their annual events as the main website feature.
I was assigned to do the redesign while aligning the user goals with the business goals.
Target User
David Hartley
Demographics:
- 56 years old
- ~$12M net worth from large-scale farming investments.
- Deep expertise in broadacre agriculture and soil health/precision agronomy
Core Needs: He needs a proven supplier who can deliver consistently at scale, with a competent team that communicates clearly, executes reliably, and has a strong network he can trust when farm operations require fast, high-stakes decisions.
Motivations: He wants confidence that every product used on the farm is field-tested, evidence-based, and backed by credible expertise, so he can reduce risk, protect margins, and build long-term partnerships with companies that perform under pressure.
Pain points: He struggles to find suppliers who are truly trustworthy. Many overpromise without data, underdeliver on consistency and support, and make it difficult to verify quality, reliability, and follow-through before he commits.
Research & Problem Framing
I gathered more information about the project through:
- Stakeholder interviews
- Heuristic evaluation and UI/UX audit
- Competitor analysis (B2B AgTech platforms)
- Current web metrics analysis (SEO score, page views, and web inquiries)
Problem 1: Misaligned Mental Models
The existing website resembled an e-commerce store but lacked pricing, checkout, and transactional flows. As a result, the users expected to see prices and unit measures but are left confused when they visit the product page.
The product page also have no clear CTAs or indicators to move forward, and only contains general information that doesn’t support decision-making.
Problem 2: Context-blind analysis
From the client’s perspective, the website is only a proof of existence of the company and it’s main purpose is to inform about their yearly event details because:
- The most visited page in the website is the Events page even though they have a catalog of products
- 90% of web inquiries are related to their events
Problem 3: Underutilized Content
The company produces scholarly articles, expert presentations, and has a highly credible team active in industry associations but these assets aren’t prominently surfaced on the website.
Problem 4: Poor Information Architecture
Product discovery is organized mainly by species, even though many customers browse by ingredient, benefit, or supplier.
Hypothesis
Based on the problems, these are my hypothesis:
Product-led conversion hypothesis
If we add clear inquiry CTAs and decision-support content across product pages (vs. relying on Events), then users will shift from event-led browsing to product-led inquiries and overall conversion will increase.
Discovery and IA hypothesis
If we redesign navigation beyond species-only and add ingredient, benefit, and suppliers; and connect them through related-product recommendations, then product findability will improve, drop-off will decrease, and cross-sell inquiries will rise.
Authority-to-conversion hypothesis
If we prominently surface expert credentials and research assets (E-E-A-T) and tightly link resources → relevant products, then qualified organic traffic, trust, and inquiry conversion rates will increase.
Strategy & Key Design Decisions
Wireframe Design
I drafted the wireframes with the following goals in mind:
- Rebalance page priorities so products-and not events—are the primary focus and entry point to conversion.
- Improve decision-making by adding clearer product information, scannable benefits, and supporting content (such as a downloadable PDF catalog) where it matters.
- Increase product findability by enabling discovery through suppliers and ingredients, not just species.
- Increase commercial intent by designing for e-commerce expectations pricing, volume, and standard checkout patterns
- Enable cross-sell and upsell through related-product recommendations based on ingredient, benefit, and supplier. Add internal links to different products where necessary.
- Strengthen trust and credibility by surfacing partner logos, expert credentials, and other authority signals (E-E-A-T).
- Improve content discoverability with internal linking that connects resources and research directly to relevant products.
Wireframe Revisions and Design Trade-offs
Removal of published pricing and related product specifications
The client shared that they do not publish pricing or detailed specs because large-scale farm deals vary by volume and terms and are handled consultatively.
To align with this constraint, I removed public pricing/specs and replaced the checkout flow with a prominent Send Enquiry button and a structured enquiry form—preserving an e-commerce-like “next step” for users while also generating qualified leads for the client.
Removal of the Membership Platform
After reviewing the redesign strategy, the client chose to remove the membership area and instead make event presentations from the past two years publicly accessible. They repurposed this content as on-site resources to increase organic traffic, strengthen credibility, and support product discovery through internal linking.
High-Fidelity UI
Navigation to include more categorization
I introduced a categorization system not only by species, but also by ingredients, and suppliers. This supported multiple browsing strategies and aligned with how large-scale farmers evaluate products.
Product Page as a Decision Hub
Each product page was redesigned to function as a sales-enablement surface, featuring clear product information, related resources, associated experts and team members, and presence of a prominent inquiry CTA.
Inquiry Form to Funnel Leads
I added a prominent CTA on product pages that routes users to an inquiry form in place of checkout. This mirrors a familiar e-commerce flow with clear next step and reduced friction, while aligning with the client’s consultative sales model and capturing qualified leads.
Authority signals were strategically placed all over the website
The home page and other inner pages contained partner logos, expert credentials, and other authority signals (E-E-A-T). Some presentation materials that were behind membership were made public and strategically linked them to relevant products to improve SEO, discovery, and product intent.
Collaboration
Key partners in this project are:
- Product Manager
- Brand and copy creative
- Client Stakeholders
- Engineers
An organized UI design in Figma file were handed over to the engineering team
Annotations were added to aid in the development process
Responsive Design were provided for development guide
Results & Validations
Here are the results following the IA, UX, and content strategy changes. The early SEO and behavioral data validated the direction of the redesign:
Organic visibility & discoverability
- Client emerged as the top organic competitor in its niche, ranking for 102 industry-relevant keywords, significantly more than direct competitors.
- Newly ranked keywords clustered around ingredients, suppliers, and functional concepts (e.g., rumen, supplier brands), confirming demand beyond species-based navigation.
- Multiple keywords moved from 100+ positions to page 2–3, indicating growing topical authority and improved crawlability.
Authority content impact
- Previously gated scholarly presentations and expert materials began contributing to organic visibility, reinforcing the client’s role as a reference source.
- Surfacing expert-led content strengthened E-E-A-T signals, supporting both rankings and perceived credibility for high-consideration buyers.
UX & conversion alignment
- Data confirmed that users were defaulting to the Events page due to CTA visibility, validating the need for product-led CTAs and inquiry paths.
- Post-launch, the client reported a 2× increase in total inquiries, with approximately 90% of inquiries shifting to product-related (vs. event-related inquiries), indicating improved commercial intent and clearer conversion pathways.
- Reframing product pages with clear inquiry actions aligned user expectations with the client’s consultative sales model, shifting the site from a passive catalog to a lead-generation experience.
Reflection
This project reinforced that in B2B, trust comes before conversion.
Instead of treating the redesign as a visual polish exercise, I used UX as a business lever, making it easier for buyers to find what they need, understand why it matters, and feel confident taking the next step.
Challenging stakeholder assumptions is risky and honestly a scary experience, but with proper client management, I was able to convince them of my strategy. The hypothesis is now backed by evidence that users weren’t choosing the Events page because they preferred events, but because it was the only place with a clear call-to-action.
Finally, the design trade off in the pricing of products was tricky considering it can be a bottleneck to conversion. In this challenge, I learned about balancing the user needs with the unique business process. Since pricing is deal-based, I didn’t force an e-commerce checkout. Instead, I designed an inquiry flow that feels familiar and easy for users, while still supporting the client’s consultative sales process.