New Project - Toolden - Xtensive Web Design & Marketing

New Project – Toolden

August 17, 2020

Toolden website on Mac screen

At the start of 2020, we began working on a very big top secret project that we are super excited to be able to finally share with you – we’ve been working with one of the UK’s biggest tool suppliers on a brand new website!

Based in the North East of Scotland, Toolden began it’s life selling drills on platforms like eBay and Amazon before deciding it was time to sell from their own site. Fast forward four years and Toolden were looking for a brand new look website, one that was more suitable to their ever expanding catalogue and audience. With their original website built on the BigCommerce platform, it therefore made complete sense to pair with us due to our years of experience with the platform. We’re BigCommerce Partners for a reason!

The project began with a meeting with the team at Toolden to understand what it was they wanted to achieve with their new website. The main thing was to get the site upgraded to the new BigCommerce Stencil platform which required a completely new site build. As a team, we completed an audit on the website to see where we felt the website and user experience could be improved. Mockups were created for the homepage as well as category and product pages in order to show how the user’s journey would look through the website. With the client happy, it was time to build.

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One of the things we felt from the old site was that there was a lot going on with so many different things pulling focus. With our new design, we’ve streamlined the homepage, created clearly defined sections of the homepage to make it easier to navigate while still keeping it visually pleasing. We love the bright blue Kit Builder section and the multi-coloured brand boxes – it really makes these core features of their site stand out.

With a site of this size with hundreds of categories and thousands of products, we also agreed with Toolden that they needed an overhaul of their menu system. Click on a link to get more links which then showed more links. Users want things quick and fast, they want to see the products without having to endlessly click through multiple categories. We decided it was best to create a mega menu with all their top level categories with some of the most popular sub-categories too if appropriate along with promoting special offers and brands for each relevant category. It’s a lot more visually appealing and provides a much better user experience for their customers.

The home page is just one part of this very large puzzle so it was time to turn our attention to the category pages themselves. As we mentioned earlier, Toolden has hundreds of categories and sub-categories and so it’s really important that customers can easily find what they are looking for. On their previous website, you had to click through countless categories before you actually got to see any products which we didn’t think was a good experience for the user. We decided to keep all top level categories the same as before, showing the sub-category options but 2nd, 3rd and even 4th level categories now show the relevant products. Couple that with BigCommerce’s fantastic advanced filtering options and users can easily filter down to the specific products they want without constantly needing to click through multiple categories. Check out the before and after below.

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Now we turn our attention to the product page. The existing site had a lot working for it well but the placement of promotional offers and items confused the UI a little too much for our liking. We’ve stripped that back, putting all of the focus on the specific product and the core features that are relevant to that product. The brand of the product, stock levels, reviews and more can all be seen immediately with promotional offers and relevant companion products advertised below. You notice the huge improvement in the ease of use of mobile which is incredibly important since most people now browse the internet on their phone and tablets.

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This was a really mammoth project for us here at Xtensive and we are very proud of how the website has turned out. The team at Toolden are delighted too and we are looking forward to working with them in the future. You can check out the website at www.toolden.co.uk