Spaenaur eCommerce Streamlining B2B Ordering & Customer Support

Spaenaur, a leading North American distributor of industrial fasteners, hardware components, and tools since 1936, needed to launch an eCommerce store to allow customers to shop from home, saving time, energy, and money. Our team was tasked with conceptualizing, assessing, and redesigning their business website, as well as designing their entire eCommerce store.

I began my journey at Spaenaur as part-time Customer Service Associate (CSA) and eventually became UX consultant, helping the company with their website redesign and eCommerce launch. With 80% of Spaenaur's sales relying on calls, we aimed to reduce this dependence with a user-friendly online experience.

Modernizing a Legacy Business

Spaenaur, a trusted name in the fastener distribution industry for over a century, relied heavily on physical catalogs and sales calls to drive business. While this approach had served them well, evolving customer expectations and the growing demand for digital solutions presented a clear need for transformation.

The company aimed to create an eCommerce platform that would enhance customer experience, streamline the buying process, and reduce dependency on their sales team. However, the transition posed significant challenges that required strategic UX solutions.

Key Business Challenge

• Reduce dependency on sales calls by creating an eCommerce platform that simplifies the buying process
• Ensure a user-friendly shopping experience that retains the familiarity of their physical catalog

Key UX Challenges

Understanding User Needs

We conducted extensive research to understand the needs of Spaenaur's customers, including both B2B and B2C segments. Our research revealed that customers were frustrated with the current ordering process and often resorted to phone calls due to the complexity of finding products online.

Key Research Findings

• Customers valued the comprehensive product information in the physical catalog but found it difficult to translate this to online shopping
• B2B customers needed specialized features such as bulk ordering, account-specific pricing, and order history
• First-time visitors struggled to navigate the deep product categories and often abandoned their search
• The existing site lacked proper search functionality, making it difficult to find specific products

"80% of Spaenaur's sales relied on calls—we aimed to reduce this with a user-friendly online experience."

Our design approach focused on creating a phased implementation plan that would allow Spaenaur to transition smoothly from their traditional sales model to an eCommerce platform.

Phase 1: Digital Catalog ("Billboard" Version)

Due to Spaenaur's large catalog, launching an e-commerce platform overnight was challenging. We introduced a 'billboard' version to showcase their digital catalog on the website, allowing customers to browse products and request quotes before implementing full eCommerce functionality.

Phase 2: Full eCommerce Implementation

Building on the foundation of the digital catalog, we designed the full eCommerce experience with features tailored to both B2B and B2C customers.

Key Design Features

1. User Account System: We designed a user account system that differentiated between business and retail customers, providing tailored experiences for each
2. Streamlined Checkout: We created a simplified checkout process that reduced friction and abandoned carts
3. Customer Support Integration: We integrated customer support channels directly into the shopping experience, making it easy for customers to get help when needed
4. Responsive Design: We ensured the site worked seamlessly across all devices, accommodating the growing number of mobile shoppers

We conducted multiple rounds of user testing to validate our design decisions and identify areas for improvement.

"The new website makes it so much easier to find exactly what I need. I can now place orders quickly without having to make a phone call."

The redesigned Spaenaur website and eCommerce platform successfully transformed the company's online presence, making it easier for customers to find and purchase products while maintaining the company's reputation for quality and reliability.

The launch of the new Spaenaur website and eCommerce platform resulted in significant improvements in customer satisfaction, operational efficiency, and sales performance.

Key Takeaways

• Phased implementation allowed for a smooth transition from traditional sales to eCommerce
• User-centered design approach ensured the platform met the needs of different customer segments
• Integration of customer support within the shopping experience reduced the burden on sales staff
• Comprehensive product information and intuitive navigation improved customer satisfaction and reduced support inquiries

"The new eCommerce platform has transformed our business, allowing us to serve our customers more efficiently while reducing operational costs. It's been a game-changer for Spaenaur."