Making a Complex Catalog Easier to Quote

Lexco’s website brought in quote requests, but its enormous catalog made finding the right assembly unnecessarily complicated. I helped redesign the buying experience, combining clearer product presentation, a visual configurator, and hands-on quality checks with developers so customers could move from browsing to a useful quote request.

I approached the catalog as a navigation and communication problem, not just a collection of pages that needed a new look. I developed interface layouts and helped shape content around different buyers, with particular attention to how people moved through the site on smaller screens. Figma reviews made the proposed experience easier to discuss before development. The aim was to help customers find relevant products and understand their options without needing a guided tour of the entire catalog.

I made the products easier to evaluate through photography, retouching, and more consistent imagery. I also helped shape the configurator experience, where customers could specify wire rope assemblies and see a visual representation before requesting a quote. That gave the sales conversation a more useful starting point. Alongside the wider team, I considered the established search presence and the business systems connected to the site, so a clearer front end wouldn’t come at the expense of what already worked.

Before launch, I documented usability, navigation, and responsive-layout problems and worked directly with developers to resolve them. My wider work included WordPress updates and Mailchimp outreach, keeping the digital relationship going beyond the initial visit. Following the relaunch, Red Caffeine reported stronger quote-request conversions, annual revenue growth, and improved keyword rankings. I helped get the experience to that point by staying close to the layouts, the product details, and the issues that surfaced during development, not stopping when the design was approved.