Safco
Team: Contractor Lead Designer
Role: UX, UI, E-Commerce
Tools: Sketch
Results: Faster Sales, Smarter Layout
A redesigned layout cut customer wait times by over 50%, helping sales contractors present products more efficiently. Larger images and clearer categories improved product visibility and performance.
84% First-Sale Conversion
Met customer needs at the moment of interaction.60% Boost in Discoverability
Easier browsing for contractors and internal sales teams.
Release: 2018
Safco is a business-to-business company working with sales contractors and startups of all sizes to bring office spaces to life.
Designed and conducted user testing for the company’s website, creating responsive wireframes, interactive prototypes, and user interface designs.
Collaborated closely with developers to ensure accurate and timely delivery, applying design systems, UX principles, and front-end development standards.
The Problem
Their internal sales and support teams struggled to sell products effectively, as the site made it difficult to present them appealingly to customers. Finding products and information took twice as long, and the checkout process was a hassle. As a result, they often lost sales due to a frustrating navigation experience.
Design Solution
Safco aimed to redesign its site to improve usability for sales contractors and internal sales support, making it easier for businesses to quickly find what they need. By collaborating closely with their internal team and sales support, we identified key customer needs and optimized how product collections were surfaced to improve discoverability and drive sales growth. Our process began with user research to understand pain points and opportunities. Next, we evaluated the current site architecture and reorganized categories based on the needs of customers and contractors. We then moved into prototyping and testing to refine the experience.
Collection
User Interviews & Research
To understand Safco’s "Sale Contractors" and their decision-making journey, I conducted over 50 user interviews and surveys. I worked closely with startups, independent contractors, and internal stakeholders to identify common pain points and opportunities.
Key areas of focus included:
Breadth of product line
Perceived value for price
Quality and clarity of product images
Ability to quickly browse and compare products
Interest in exploring similar products and swatches
By stepping into the contractors’ shoes, I mapped out the moments where they first connect with potential customers, and what they need to feel confident moving forward—from initial product discovery to selecting the right fit for their projects.
Prototyping
Created wireframes and worked closely with stakeholders to recruit internal and external users. Ran moderated testing to polish prototypes and validate the design and user experience.
Delivered Experience
After testing with internal sales teams, sales contractors, and end users, we finalized the design. We surfaced important information at the top with a large image, followed by smaller banners to showcase product collections below. This layout allows sales contractors to quickly present products to customers. Once the final design was approved, we organized all components into separate desktop, tablet, and mobile versions to ensure developers could easily reference them and internal staff could seamlessly update content.
Measure Success
Results: Faster Sales, Smarter Layout
A redesigned layout cut customer wait times by over 50%, helping sales contractors present products more efficiently. Larger images and clearer categories improved product visibility and performance.
84% First-Sale Conversion
Met customer needs at the moment of interaction.60% Boost in Discoverability
Easier browsing for contractors and internal sales teams.
