Ganson Engineering
B2C & B2B E-Commerce Website • Printing and Supplies
Details
Ganson Engineering is a leading provider of industrial printing equipment, serving businesses across various industries with high-quality machinery and solutions.
I led the full creative redesign of the online storefront, transforming it into a modern, user-centric e-commerce experience. The redesign focused on improving product discoverability, streamlining the purchasing process, and creating an intuitive interface that reflects the company's expertise in industrial printing technology.
Team
- Client Project
- BigCommerce
- Full Redesign
My Role
- Web Design
- E-commerce UX/UI
- Visual Design
- User Research
User Stories
The old Ganson Engineering site had major usability issues — users struggled to navigate the large product catalog, the visual identity felt outdated, and analytics showed many product views but very few checkouts. Through discovery sessions, we uncovered core problems like an inconsistent design system, unclear pathways to products, and friction during checkout.
I then mapped guest and logged-in user stories to understand the essential tasks users needed: browsing categories, filtering products, viewing details, adding items to cart, checking out, and accessing order or shipping info. These insights guided a simplified information architecture and a refreshed visual direction aimed at making products easier to find and creating a smoother, more trustworthy buying experience.
User Flows
Understanding the user flow was essential for identifying where users dropped off and how to streamline the buying experience. I mapped both guest and logged-in paths from landing on a category page to completing checkout. This helped me identify pain points and opportunities for improvement.
By visualizing each step, I could see exactly where to reduce unnecessary actions, clarify choices, and support returning customers with a faster, more efficient checkout process. This flow became the foundation for improving navigation, simplifying forms, and creating a smoother end-to-end shopping experience.
Prototypes
I began by prototyping the core pages that drive the shopping experience — the Home Page, Product Listing Page, and Product Detail Page. These pages carry the most weight in helping users understand the catalog, compare options, and move toward checkout, so refining them first was essential.
By redesigning these core screens first, I established a cleaner structure, more intuitive navigation, and a consistent visual language. Once the foundation was solid, I expanded into ancillary pages such as Contact Us, About Us, Blog pages.
The Delivery
Once the core experience and supporting pages were fully prototyped, I focused on delivering a polished, production-ready design system. This included exporting clean assets, providing clear layout specs, and ensuring every page — from the homepage to the smallest subcategory — aligned with the updated visual direction. The final handoff presented the redesigned experience exactly as intended: modern, consistent, and optimized for real users.
Product Landing Pages
The redesigned Product Listing Pages create a cleaner, more structured browsing experience that helps users quickly find the right products.
Product Detail Pages
The Product Detail Page was refined to present information more clearly, helping users understand the product quickly and move confidently toward checkout.
Search Results Page
The Search Results Page was simplified to highlight relevant products clearly and help users find what they need with less friction.
Ancillary Pages
The ancillary pages — including Contact Us, About Us, and Shipping — were streamlined to support the core experience while giving users quick access to essential information.
Mobile Designs
Conclusion
After producing 85 high-fidelity pages, holding five design calls, and spending a month and a half partnering closely with the client, I transformed their biggest pain points into a seamless user experience — ultimately helping increase their conversion rate, reduce cart abandonment by 25%, and strengthen overall customer confidence.
