Overview
A comprehensive redesign of BASCOUSA.com focused on creating a more modern, intuitive e-commerce experience for a company with an extensive and highly technical product catalog. With thousands of products serving customers across industries, the challenge was to make the site easier to navigate while better communicating BASCO’s depth of product knowledge, industry experience, and commitment to helping customers find the right solution.
A comprehensive redesign of BASCOUSA.com focused on creating a more modern, intuitive e-commerce experience for a company with an extensive and highly technical product catalog. With thousands of products serving customers across industries, the challenge was to make the site easier to navigate while better communicating BASCO’s depth of product knowledge, industry experience, and commitment to helping customers find the right solution.
The redesigned experience brings products, educational resources, and BASCO’s expertise together within a clearer visual hierarchy—helping customers move beyond simply finding a product to discovering the components, information, and support they need to get the job done.
Role
Website Strategy | UX/UI Design | E-Commerce Merchandising | Content Strategy | Graphic Design
Website Strategy | UX/UI Design | E-Commerce Merchandising | Content Strategy | Graphic Design
The BASCO website has long been an online catalog and leading supplier of drums and ridged packaging. While those products remain an important part of the business, the existing website functioned largely as an online catalog and did little to communicate the breadth of products available beyond the container.
The Challenge
I created the homepage around product discovery. Sections such as the "Need a Drum? We've Got It. Need Everything That Goes With It? We've Got That Too.” uses a familiar product as a starting point, then visually connecting customer with components and tools that can also be used with that product.
Homepage Progression
HERO: The Right Products. The Right People. → New Products: Here is more of what we carry → Complete Solutions: You know us for this, but look at what else we have to go with it → Business Partners: We have the expertise to help you choose the right product → Curated Products: Here are products our experts recommend. → Jar Store/Discount Vials: We also have these specialized brands. → BASCO Advisor: Here is our knowledge in action.
I created the homepage around product discovery. Sections such as the "Need a Drum? We've Got It. Need Everything That Goes With It? We've Got That Too.” uses a familiar product as a starting point, then visually connecting customer with components and tools that can also be used with that product.
Homepage Progression
HERO: The Right Products. The Right People. → New Products: Here is more of what we carry → Complete Solutions: You know us for this, but look at what else we have to go with it → Business Partners: We have the expertise to help you choose the right product → Curated Products: Here are products our experts recommend. → Jar Store/Discount Vials: We also have these specialized brands. → BASCO Advisor: Here is our knowledge in action.
BASCO Website Refresh
Website Mock-up