Marketing Designer Case Study: B2B Product Catalog & Sales Enablement Strategy

The Challenge

Galactic’s online merchandise catalog was a key digital touchpoint within its employee incentive programs, but an outdated structure and limited filtering capabilities created friction throughout the user journey. Previous optimization efforts through third-party partners had failed to produce meaningful improvements in user engagement or conversion, creating an opportunity to rethink the catalog experience from a user-centered perspective.

The Solution

To address these challenges, I developed a catalog redesign strategy focused on improving navigation, product discoverability, and content relevance for targeted user segments. Using competitive benchmarking and user-centered design principles, I restructured the digital experience to make merchandise easier to browse, filter, and evaluate. The resulting concept demonstrates how strategic UX design and information architecture can reduce friction, improve digital engagement, and create a more effective online experience for employee incentive program participants.

My Role:

Information Architecture, User Task flows, Wireframes, Prototyping

Tools:

Illustrator, Axure, Adobe XD, Photoshop

Client:

Galactic Performance Solutions

Competitive Analysis and Research

Analysis of two major e-commerce competitors and one niche site identified patterns in navigation, filtering, and product presentation that correlate with higher conversion rates and lower bounce rates. Insights informed the selection of features such as a mega menu and contextual filtering, prioritized based on potential impact on engagement metrics.

UX competitive audit analyzing Amazon's website navigation structure, product landing pages, and content density pros and cons.

Competitive design study evaluating BellRoy's minimal layout, product videos, and user navigation experience.

UX research case study reviewing Kvell's mega-menu navigation, search filtering options, and bundle promotions.

Summary:
After evaluating the competition, the marketing team had a decent list of features that would significantly improve the online catalog. In addition to a mega menu, the team decided that well-placed filters would greatly improve the user experience.

User Task Flows

Task flows were documented to model key user actions, from browsing to purchase, enabling identification of friction points and opportunities for optimization.

User experience process diagram detailing steps 1 through 5 of the product purchase flow from login to opening the merchandise menu.

Workflow diagram mapping steps 6 through 9 of the user journey from category selection to accessing the camcorders listing page.

Step-by-step UX flowchart illustrating product selection, detail page view, and adding items to the cart in steps 10 through 13.

Wireframes

Wireframes structured the catalog to reduce cognitive load and streamline product discovery, providing a clear blueprint for measurable improvements in click-through and conversion metrics.

Minimal user login modal wireframe displaying username and password input fields above a central submit button.

Homepage wireframe layout for Galactic Rewards featuring a top banner for manufacturer ads and three main department entry cards.

High-level product detail modal wireframe for Everio Camcorder showing image placeholder, point pricing, quantity selector, and cart buttons.

High-level wireframe design for an e-commerce order summary modal detailing item list, point totals, and navigation buttons.

Wireframe layout for a side-by-side product comparison page displaying placeholder images, product feature lists, and add to cart controls.

E-commerce wishlist wireframe layout listing saved reward items, required point values, move-to-cart checkboxes, and action controls.

Black and white ecommerce wireframe layout displaying a product listing grid for camcorders with point values and filter controls.

Hands holding a tablet displaying the Galactic Rewards homepage UI layout featuring Bose promotional banners and shop department cards.

User Interface Mockups

Once the wireframes were approved, my next step was to create high-fidelity mockups. Since the main focus of the project was the structure of the catalog, supporting pages such as FAQs and Contact Us were omitted from the layout.

Ecommerce product catalog grid showcasing various action cams, dash cams, and camcorders with reward point values.

Pop-up product detail modal displaying Everio Full HD Camcorder specs, point price, and add-to-cart buttons.

Side-by-side comparison screen showing product specs, features, and point redemption costs for three selected cameras.

E-commerce checkout workflow modal showing progress bar step for entering shipping address details.

Pop-up UI modal showing order summary with itemized product quantities, total point costs, and a place order call-to-action button.

E-commerce order confirmation lightbox displaying a thank you message, order reference number, and review order button.

User interface mockup of the Galactic Rewards wishlist page showing saved items, point values, and options to move items to the cart or update saved selections.

Prototype

High-fidelity mockups and an interactive Azure prototype allowed stakeholders to validate the design against KPIs, including anticipated improvements in user engagement, time-on-site, and task completion rates.

VIEW PROTOTYPE

Conclusion

The redesigned catalog was validated by stakeholders and positioned for future implementation. Strategic improvements, such as optimized navigation and targeted filters, laid the foundation for measurable increases in engagement, usability, and ROI of the incentive program’s digital touchpoints.