Designing a Premium Webshop for Premium Scaffolding Products

Project Goal

The client aimed to start online sales for three product categories:

• mobile scaffolding,
• ladders,
• and scaffolding parts.

The goal was to create a webshop that adheres to professional standards, showcasing the different types of scaffolding and the configuration options related to them. The finished website did not need to closely follow Layher’s current branding; it was far more important that it reflected the premium quality that Layher products represent.

Challenges

One of the main motivating factors for creating the new webshop was to bring more focus to the mobile scaffolding product category in sales. While Layher is the market leader in building scaffolding in Hungary, it is not in mobile scaffolding. This is due not only to strong competition but also to a market characteristic: the Hungarian market is extremely price-sensitive, and Layher’s products are positioned at a higher price point. Therefore, we designed a user journey for the webshop that best serves this multi-step introduction process for customers.

Layher stands out from its competitors in terms of expertise and customer support related to its products, so it was essential to highlight the option for personal assistance for customers within the webshop. In the construction industry, customers appreciate personal communication and often visit the company and check the showroom before making a purchase. Therefore, the webshop emphasized the possibility of personal assistance, maintaining a balance between communication options (phone consultation, chat) and online purchasing.

Another challenge was solving the delivery issue, as the products are oversized and heavy, making it difficult to calculate the delivery cost. However, from the end user’s perspective, knowing the delivery fee is important so that they can decide whether in-store pickup or home delivery is more cost-effective before completing the purchase. To address this, we created a shipping cost calculator that calculates the delivery cost for the customer based on product attributes and postal code.

Design Process

1. Delivery Strategy and Team Setup

In the initial phase of the design process, we uncovered the client’s motivations behind the need for a digital product. Afterward, we built prototypes from wireframes to validate our solutions. Following this, we constructed the webshop’s elements based on an approved UI concept and compiled them into a UI kit.

2. Research and Analysis

• Stakeholder Interviews
  We conducted in-depth interviews with key individuals and experts from the company to understand any potential pain points and to gain a detailed understanding of the business model and goals behind the creation of the new webshop.
• User Interviews
  In addition to decision-makers, we spoke with the company’s customers, discussing their purchasing habits, preferred communication channels (and why they favor those channels), and the importance of expert advice.
• User Story Map
  We created a detailed user story map outlining the key functions needed for the future operation of the webshop.

3. UX and UI Design

• UX Design
  Based on the information gathered, we created a detailed sitemap for the webshop and designed the connection points between Layher.hu and the new webshop. Using personas, we established possible user journeys. We reviewed customer requirements based on detailed wireframes and incorporated the results of iterations into the plans. The results were tested through prototypes.
• UI Design
  We created a fresh and modern visual identity for the webshop in line with Layher’s branding, paying special attention to ensuring that functions like the shipping cost calculator or product selection assistant were easy to use and understandable on all screen sizes.

Results and Outcomes

By the end of the project, we created a unique webshop with a visual atmosphere that aligns perfectly with the products. Throughout the purchasing and information-gathering processes, we considered it essential to provide active support to users. One of the primary reasons for this is that a significant portion of workers in the construction industry prefer using traditional communication channels (phone calls, face-to-face conversations) to handle procurement-related tasks, where immediate feedback is guaranteed. Additionally, rolling scaffolds are complex and expensive technical products, often requiring expert assistance and further consultation for proper configuration. Based on these factors, we integrated solutions into the webshop that facilitate two-way communication for customers, ensuring that the platform is easy to navigate and functional on mobile devices as well.