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How our agency delivered a complete UX transformation for Plastrol.pl. From discovering user needs to effective deployment — see how we optimized the online experience in the electrical industry.
Key facts:
Plastrol is a family-owned company founded in 1983 by Julian Kałuża.
Company history:
Holding to these principles, the company has built a position recognized by its partners.
See our design process: UX/UI design
When it comes to customer experience, the ecommerce market in this industry was somewhat stuck in the analog era — with competitors running solutions from the 1990s.
Concerns about ecommerce solutions that competitors don't have
This was a real problem for the client's team — a barrier we had to overcome by working with the client methodically and through workshops, processing benchmarks and analyzing newer ecommerce solutions step by step.
Equally important: the nature of the product and the target audience — B2B clients, installers, and fitters — meant the project had to include elements and solutions they had grown used to over the years. There were real concerns about a lack of understanding for the latest UI design trends and ecommerce feature fashions.
What design practice showed us
In practice, we chose to work through these values with the client. We ran several detailed workshops with the client's team and management, during which we audited previous ecommerce solutions, analyzed the numbers, and looked closely at conversion rates and the customer journey.
This showed that customer habits are strongly tied to competitor solutions and we should focus on simple solutions — because in the classic e-commerce process, the installer or fitter simply adds products to the cart and finalizes the transaction.
Archetypes. The new and the returning installer/fitter.
For most Plastrol customers, purchasing on the B2B platform is all they need — especially when reordering or already knowing what they want.
The new customer is someone looking for proof of trust and reliability — they need time and space to try, compare products, check different options, and make a confident decision. Comfort, intuitiveness, and performance are paramount.
The result and conclusions worked out together
Combining familiar solutions with a modern UI layer won client acceptance as the ideal solution for the developed archetypes.
See comprehensive services and e-commerce solutions
To deliver a positive experience for Plastrol customers using the B2B platform, we also focused heavily on product data.
In the standard approach, clicking a product to view it takes the user to the product page. In our proposed solution, that action doesn't navigate away. Instead, additional information appears in an enlarged quick-view module — a fast preview of whether the product potentially meets requirements. This way the user can rapidly review any number of products without leaving the list page.
In the product quick-view the user can:
The whole flow ultimately drives higher conversion rates and a shorter purchase path.
The product page layout contains sections typical of ecommerce solutions.
Above-the-fold section with CTA and key information
In the design, we bet on showing the user a large product image plus the essential product data in the first section.
From here, users who know what they're looking for can also add the product to the cart or proceed to order directly.
Information sections and FAQ
The product page contains expandable "bars" with additional information. After analyzing the most common questions to the sales department, we also decided to implement an FAQ section — designed to take load off customer service and free their time from repetitive product inquiries.
Additional product photos and information
Below the main part of the product page (photos and basic description), we placed an expanded information section with the product's key advantages and photos presenting them — further shortening the purchase process or resolving doubts about a specific product model.
Ask about the product if you have questions
For customer questions, desire to compare, or save a product, an appropriate CTA section was implemented (floating navigation) — usable from anywhere on the product page.
