Intarseating — Enhanced B2B Product Discovery

Intarseating — a Polish leader in the production and distribution of office chairs — commissioned us to create a modern e-commerce platform. Our work focused on ensuring users could easily find products and familiarize themselves with their parameters and benefits.

The goal set for us

Create an elegant interface and craft a user experience that makes product browsing, comparison, and purchasing simple and enjoyable.

Reinforce the industry-leader image and improve user experience throughout the store journey, thanks to clear, consistent, needs-based communication about the Intarseating product offer.

Create a more accessible, inclusive language and vocabulary to reach a wider range of business stakeholders.

See how we met the challenge.

A new approach to building the company's image and making product-choice decisions easy

Intarseating combines business traditions, values, and innovation in chair design. Through workshops with the client, we learned how the company built its leadership position in the Polish market. We collected the existing data into notes and a summary presentation that allowed us to build a map of value points important to the B2B target audience.

Creating a clear sales funnel directing users to conversion points

Until now, the company sold products using prospecting carried out by the sales department and ran marketing activities based on data gathered from the market — but without deeper analysis or prepared value for the B2B target audience. The online store played an important role in the purchase process but didn't meet customer expectations. It didn't communicate product value (advantages, features, and their attractiveness) or the company's own value — stability, size, and B2B partner offer.

Explaining product benefits to a varied group of users with different levels of knowledge and experience

In other words: how do we build product communication and make products accessible to a wider audience?

The challenge at this stage was presenting complex product solutions in a clear, visually attractive way to a varied audience.

The expected outcome: raising awareness within the target group and driving selection of premium solutions to improve work comfort and personal health.

See our e-commerce solutions

Designing solutions in process

In the design process, together with the client's team, we bet on:

• designing a new sales-funnel architecture for MOFU customers,
• creating multiple conversion/touch points across the online store — dedicated landing pages addressing target-group problems, education, communicating Intarseating's advantages and values,
• maximizing simplicity of communication and CTAs — clearly described calls to action.

Additionally, during brainstorming we developed ideas for:

• new animated visualizations presenting the key product benefits,
• interactive graphics that show the technical complexity of products and their impact on health and better work,
• new icon sets and illustrations representing the complex features of the company's technology and products themselves.

See our UX/UI design

Educating customers in the middle of the funnel (MOFU)

Educating the target audience is a key element of converting customers in the middle of the funnel — MOFU. We agreed with the client's team that it was worth reaching this portion of customers, who aren't yet decided and are looking for the best product for their company and teams.

Showing product benefits and value — customer education

Showing product benefits is the key to building advantage and competitiveness — and ultimately more sales for the company. We used interactive animations showing significant product advantages to explain, in an accessible way, why Intarseating products are premium. Thanks to these, the user can explore the products themselves before buying.

Educational posts and YouTube channel

We also included appropriate educational posts and a YouTube channel in the customer-education process — showing the solutions applied in the products together with case studies. Blog posts were also prepared explaining why Intarseating products are worth choosing.