Bit-Pardaz is a long-established electronics company founded in 1989, distributing well-known hardware brands including Microlab (speaker systems) and Probit across thousands of retail and business customers. Their e-commerce platform serves both individual buyers and B2B procurement teams — two user groups with very different needs.
A difficult experience to navigate and trust. Sales and engagement were declining. We conducted research to understand where users were struggling and which issues were affecting product discovery and purchase confidence.
“I often get lost trying to find products on the site. The categories aren’t clear, and the product images are poor quality. I also wish there were more detailed descriptions and reviews. When I reached out for help, the response took too long, and it wasn’t very helpful.”
Online reviews, user forums, and social discussions revealed recurring problems with navigation, product information, and customer support.
Interviews with individual customers and business buyers confirmed four recurring issues:
Research revealed two key audiences: individual customers looking for quick, confident purchases and business buyers needing efficient bulk ordering.
Ali is a 29-year-old graphic designer who buys personal tech products and values strong performance at a reasonable price.
“The website feels cluttered. I want to find the right speaker quickly without getting lost.”
Sarah is a 42-year-old office manager who purchases equipment in bulk and values efficiency and clear product information.
“I need bulk pricing and delivery details, but I couldn’t find them.”
Asus and Dell showed how modern UI, detailed specifications, clear calls to action, and accessible support can make product research easier and more trustworthy.
We prioritised the changes that could deliver the greatest user and business value:
The redesign focused on five connected improvements:
clearer navigation, focused homepage actions, accessible support, richer product pages, and visible bulk-pricing information.
The first visual direction translated the research into a cleaner, more consistent shopping experience across key customer and business journeys.
The redesigned experience improved task completion, engagement, and users’ overall perception of the platform.
This redesign showed that a human-centered, organized, and visually clear approach can significantly improve both customer and business user experiences.
Combining functional clarity with visual appeal helps users feel confident, informed, and in control while navigating complex product offerings.
Bit-Pardaz is a long-established electronics company founded in 1989, distributing well-known hardware brands including Microlab (speaker systems) and Probit across thousands of retail and business customers. Their e-commerce platform serves both individual buyers and B2B procurement teams — two user groups with very different needs.
A difficult experience to navigate and trust. Sales and engagement were declining. We conducted research to understand where users were struggling and which issues were affecting product discovery and purchase confidence.
“I often get lost trying to find products on the site. The categories aren’t clear, and the product images are poor quality. I also wish there were more detailed descriptions and reviews. When I reached out for help, the response took too long, and it wasn’t very helpful.”
Online reviews, user forums, and social discussions revealed recurring problems with navigation, product information, and customer support.
Interviews with individual customers and business buyers confirmed four recurring issues:
Research revealed two key audiences: individual customers looking for quick, confident purchases and business buyers needing efficient bulk ordering.
Ali is a 29-year-old graphic designer who buys personal tech products and values strong performance at a reasonable price.
“The website feels cluttered. I want to find the right speaker quickly without getting lost.”
Sarah is a 42-year-old office manager who purchases equipment in bulk and values efficiency and clear product information.
“I need bulk pricing and delivery details, but I couldn’t find them.”
Asus and Dell showed how modern UI, detailed specifications, clear calls to action, and accessible support can make product research easier and more trustworthy.
We prioritised the changes that could deliver the greatest user and business value:
The redesign focused on five connected improvements: clearer navigation, focused homepage actions, accessible support, richer product pages, and visible bulk-pricing information.
The first visual direction translated the research into a cleaner, more consistent shopping experience across key customer and business journeys.
The redesigned experience improved task completion, engagement, and users’ overall perception of the platform.
This redesign showed that a human-centered, organized, and visually clear approach can significantly improve both customer and business user experiences.
Combining functional clarity with visual appeal helps users feel confident, informed, and in control while navigating complex product offerings.
