Plastrol is a family company founded in 1983 by Julian Kaluza, built on values of ambition, persistence, diligence and ingenuity. The e-commerce market in this industry had stagnated in the analog era. The team was cautious about modern solutions, while their customers — installers and fitters — preferred familiar approaches. Yet the industry needed modernization.
The goals were to build a functional B2B platform enabling intuitive product browsing and customer education, optimize the purchase process through target audience analysis, and analyze and resolve potential customer objections during the buying process.
The e-commerce market in this industry was stuck in the analog era — we had to overcome the habits of installers accustomed to old solutions.
We identified two key user archetypes: the new installer/fitter who seeks trust confirmation, compares options and needs time; and the returning customer who already knows what they want and adds products to cart directly. This dual-persona approach drove all design decisions.
An installer doesn't want to learn a new interface — it must be intuitive from the first click.
Key UX solutions include: product preview without leaving the listing (users can check parameters, download PDFs, view photos without redirect), product cards with large images and add-to-cart above the fold, FAQ sections answering repeated questions to reduce customer service load, and floating CTAs enabling questions from anywhere on the product card.
The combination of familiar solutions with modern UI gained full client acceptance as ideal for the developed user archetypes. The platform serves both new installers seeking trust and returning customers wanting fast purchases equally well, creating shorter purchase paths and higher conversion rates.
