Case Study
Symmetry Electronics Website Redesign
Complex B2B ecommerce transformation spanning discovery, quoting, purchasing, and account management.
Symmetry engaged us to redesign their ecommerce platform to improve usability, support multiple conversion workflows (cart, quote, account), and reduce friction in product discovery and purchasing.
Role: UX Director
Scope: Full website redesign across the entire customer journey
Context: Complex B2B ecommerce, quote workflows, account management, and technical product discovery
As UX Director, I oversaw the entire engagement, led client interactions, rectified miscommunications with the internal marketing team, and implemented a structured design process that became a best-practice flow for similar industry client work.
This redesign established a repeatable UX methodology within the company and delivered significant improvements to user engagement, transaction clarity, and conversion workflows.
The Challenge
Prior to the redesign, the Symmetry site suffered from:
Unclear conversion paths for different user goals (buy directly vs request a quote)
Outdated information architecture that did not support efficient product discovery
Misaligned expectations between the client’s marketing team and UX outcomes
A complex product catalog spanning multiple categories of electronic components
Lack of data-informed decisions guiding UX priorities
The core challenge was to unify these workflows into a cohesive digital experience that supported both immediate purchase and custom quoting, while improving searchability and browsability across thousands of products.
My Leadership Approach
To address these challenges, I implemented a structured UX process that we now use as a standard methodology for large technical ecommerce redesigns:
Requirements and Analysis
Discovery and Stakeholder Alignment
Information Architecture and Site Mapping
Wireframing
Full-Resolution UI Design
Iterative UX improvements driven by analytics
I led client communications throughout, bridging gaps with their marketing team where miscommunication had slowed progress. Clear documentation and structured checkpoints ensured alignment at every stage.
Discovery & Analysis
The discovery phase revealed key user goals that needed support:
Product search and browsing across technical categories (e.g., semiconductors, connectors, sensors)
Direct purchase via cart
Request for quote for custom pricing or bulk orders
Account login and management with order history and saved products
Access to technical resources and support
We synthesized user data and business priorities into clear requirements that shaped the new UX direction.
Information Architecture & Site Mapping
A major overhaul of the site architecture restructured the catalog to:
Surface categories clearly on navigation
Enable users to drill into products by technical attributes
Support multiple conversion actions at every stage
This structure balanced engineering-level search with ease of commercial decision-making.
Wireframing & Interaction Design
Wireframes focused on:
Efficient product discovery, with filters and category breakdowns
Clear conversion actions (Add to Cart, Request Quote) on product detail pages
Quote initiation workflows integrated with account data
Cart management with clear pricing and options
The wireframes established consistent patterns for complex user flows before visual design.
Visual Design & UI System
The full-resolution design modernized the interface and emphasized clarity across functional components:
Prominent search and filter UI for technical product browsing
Dual conversion pathways (cart purchase and RFQ) clearly presented
Account dashboard components for returning users
Consistent styling and interaction cues to support usability
This UI system improved both aesthetics and function in ways that reduced user confusion and improved goal completion.
Iterative UX Improvements
We incorporated ongoing data-driven refinements post-launch. Analytics insights guided adjustments to search filters, category prominence, and conversion pathways.
These refinements improved user metrics continuously and informed future UX decisions for the client.
Outcome
A modern, scalable site structure supporting both ecommerce and quoting workflows
Alignment between user goals and business objectives in a complex technical environment
A repeatable UX process adopted as part of our company’s standard methodology
Improved clarity in conversion flows for direct purchase and quote requests
Enhanced product discovery across a large catalog