Cole + Parker B2B Catalog Redesign
Cole + Parker
Shopify
UI/UX Design, UX Redesign, Information Architecture, Catalog Restructuring, Navigation Optimization, Multi-Attribute Filtering, Responsive Design, Shopify Development
Cole + Parker's large B2B catalog made product discovery difficult. Buyers had to navigate through multiple layers, while inconsistent category structures and limited filtering increased browsing time and made it harder to identify suitable products quickly.
We redesigned the storefront around B2B purchasing behavior. The team restructured the information architecture, simplified category paths, introduced multi-attribute filtering, and developed reusable Shopify components to create a clearer and more efficient browsing experience across devices.
The redesign delivered a 35% reduction in bounce rate, cut product discovery from 6 steps to 3, reduced browsing friction by 60–70%, and enabled filtering across 5+ product parameters simultaneously.
