Case Study

Refreshed customer journey in the B2B packaging industry

Project introduction

ABOUT THE CLIENT

Enviropack is a sustainable and eco-friendly packaging supplier of food-to-go packaging products internationally, providing customers with ready-stock products and branded & bespoke packaging.

PROJECT GOAL

The project objectives were to redesign the homepage, PLP, and PDP and ensure SEO-friendliness, leveraging their existing SEO program with scandiweb.

Acquire new customers

Increase average order value

Generate trust as an innovator, market leader, and trendsetter

Build brand awareness

Enhance customer retention

Distinguish the Enviropack brand from competitors

Approach

STEP 1

Identifying the gaps

First, we identified all user experience gaps throughout the website by comparing the pages against eCommerce best practices and provided insights on how to improve each page.

STEP 1

Identifying the gaps

First, we identified all user experience gaps throughout the website by comparing the pages against eCommerce best practices and provided insights on how to improve each page.

STEP 2

New concept definition

After completing benchmarking, we outlined the potential page structure with all the elements displayed as blocks to incorporate all the functionalities within each page. We also provided examples from different industries on how to display them from the user's perspective.

STEP 2

New concept definition

STEP 3

WIREFRAMING PHASE

After finalizing the functional blocks and agreeing on the overall approach, we proceeded to create high-fidelity wireframes for each page. These wireframes were designed to cater to both desktop and mobile formats, ensuring consistency and usability across different devices.

The main product categories are placed under hamburger menu, allowing more space to promote services and highlight new arrivals and sales products.

To nudge more visitors to register or log in, key benefits of registering are listed down.

Key categories are displayed for easy access to ensure users are aware of the wide assortment offered.

Included clickable Google review link as one of the USP’s to provide social proof and provide easy access to read about the company and its services

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Key details—sizes, pricing, suitability, and eco properties—are displayed in the first fold for quick scanning and easy decision-making.

Added direct support links on the page, allowing users to request pallet pricing or custom branding without leaving the page.

Added a share feature, enabling users to easily share items with decision-makers via email, WhatsApp, or direct link copy for a more seamless collaboration.

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Left-aligned product details to create a more structured, easily scannable layout while maintaining consistent product pod heights, regardless of title length.

Added a checkbox to toggle prices with or without VAT, giving users the flexibility to view pricing in their preferred format.

Added customer ratings to product pods to enhance trust and assist customers in making informed purchasing decisions

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STEP 3

WIREFRAMING PHASE

Once we aligned on the approach for the redesign, we created wireframes that detailed how the page would look, including the elements and messaging delivered in each block.

STEP 3

WIREFRAMING PHASE

Once we aligned on the approach for the redesign, we created wireframes that detailed how the page would look, including the elements and messaging delivered in each block.

STEP 4

STYLE & DESIGNS

When the page layout and user journey flow were set, we proceeded with the designs, showcasing all the suggestions according to the brand's guidelines.

STEP 4

STYLE & DESIGNS

When the page layout and user journey flow were set, we proceeded with the designs, showcasing all the suggestions according to the brand's guidelines.

HOMEPAGE REDESIGN

We wanted to ensure that the homepage boosts brand awareness for Enviropack, highlights them as an established, well-known brand, and builds trust among consumers, recognizing them as innovators, market leaders, and trendsetters.

To achieve this goal, we highlighted the brand's market positioning and professionalism on the homepage by incorporating social proof and authority blocks.

Leverage social proof

On the first fold, we showcased the company's partners and included their expertise and reviews. We also provided a link to Google reviews to offer social proof and an easy option for users, especially those in the consideration phase, to see reviews for themselves.

Highlight additional services

Enviropack provides a wide variety of services that were previously not prominently highlighted. Therefore, we included a separate block communicating the additional services and highlighted them on the navigation menu.

Mobile

Desktop

Feature packaging innovation

To provide more details on innovative products, we created a dedicated block explaining each material used in packaging manufacturing, its use, and its unique characteristics.

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Before

After

PRODUCT list PAGE REDESIGN

Enhancing the product list page experience to ensure seamless access to comprehensive product information without the need for individual page navigation

The primary objective of the product list page (PLP) was to provide users with sufficient details, enabling them to locate all essential information without navigating to the individual product pages.

Improve product differentiation

We used icons to display the type of food the packaging is best suited for with labels, such as "bestsellers," "sale," and "new," to differentiate the products from one another.

Encourage other actions

We added a hover effect that displays the CTA title for secondary CTAs such as "wishlist," "compare," and "quick view" to make the features more straightforward and encourage more frequent use.

Enhance filtering

We incorporated category and product status filters, enabling users to quickly sort items by sale, new arrivals, and in-stock status. Additionally, the filters now display the number of items available for each option and introduce tooltips for industry-specific filters that may not be familiar to all users.

Mobile

Desktop

Show savings

The users can now see the discounted amount and how much they save on sale items.

Build trust

Adding customer review ratings aimed to build trust and simplify decision-making.

CHECK THE RESULT FOR YOURSELF!

First fold

Before

After

product detail page REDESIGN

Optimizing the product detail page to enable users to quickly scan and access relevant information at every stage of their journey

The main goal of the product detail page (PDP) was to ensure users could quickly scan the product and find relevant information as quickly as possible in the journey.

Prioritize key information

During multiple discussions, we decided to display key dimensions, the most suitable packaging, eco properties, as well as price per case and item, as this might be the most important information before proceeding with deeper product exploration. We also implemented a VAT checkbox to allow users to choose their preferred price format.

Effortless service request

Since the company also provides pallet pricing and branding solutions, we addressed these options as informative text with underlined CTAs. By clicking, users can open related pop-ups to request services or ask for additional information without leaving the PDP.

Offer related products

When purchasing packaging, there can be multiple instances where users need a set of items. Therefore, we included a cross-sell block with related items that might also be necessary and a regular slider for similar products if they want something similar.

Mobile

Desktop

Encourage feedback

We introduced a new block below the product descriptions. This block prompts customers to share their feedback if they have tried the product, emphasizing its importance for improvement. With this approach, we aimed to make customer reviews more prominent and gather authentic feedback, which we will later feature on the PDP and product pods.

Provide assistance

To proactively address frequently asked questions, give users the necessary information, encourage them to reach out to customer service when needed, and provide more content to rank higher in search engines, we implemented a support block on the homepage, PLP, and PDP, featuring contact details and FAQs.

REDESIGN SUMMARY

Optimized product discovery

Improved content on product pods and product details page, enabling faster, more accurate product selection to meet specific business needs.

Included authority and social proof

Incorporated customer testimonials, ratings, and trusted certifications to build credibility and foster trust, helping businesses make confident purchasing decisions.

Improved user journey

Refined the website’s interaction flow to minimize friction, guiding users more efficiently through the purchase process and enhancing the overall experience.

Consistent Design Across Pages

Ensured uniformity in layout, colors, and typography across all pages to create a cohesive and professional look that enhances the overall brand experience.

Client review

We found the research very informative and everything was communicated effectively so that we understood the reasoning behind the proposal. The wireframe process really delved into the best possible layout for each page and was presented very professionally to us. Whenever there were changes needed there were multiple options presented and the amendments were carried out promptly without delay.

The designs were well thought out and were guided by a good understanding of the user behaviour and best practice. The elements all work together in harmony to create a much improved website for our customers. The new colour scheme also added extra character to our branding which we always needed. The choice of typography also helps the user through the website via the visual hierarchy along with the delicate hover elements.

The process was very efficient and communication was easy via all the various methods, such as Notion and Figma, and was very prompt each time. Everyone at Scandiweb helped facilitate the whole process with a very professionally structured approach.

Ben Hutchison

Digital marketing Executive