Curbell Plastics is North America’s largest distributor of plastic materials, serving both industrial customers and an internal sales organization. Their website functioned primarily as a catalog — not as a revenue-driving platform.
The Problem
The site wasn’t effectively supporting its two primary user groups:
Customers: Needed better product discovery, pricing visibility, and purchasing capabilities
Sales Team: Required tools that complemented, rather than competed with, their workflow
Key gaps included:
Weak search and filtering
Limited product discoverability
No streamlined online purchasing experience
Complex shipping, tax, and pricing rules not reflected digitally
The platform needed to evolve from brochureware to a true eCommerce engine.
The Approach
User-Centered Discovery
Aligned business stakeholders, sales teams, and customer needs to define core journeys and purchasing behaviors.
Advanced Product Discovery
Designed robust search functionality
Built sophisticated filtering and browsing systems
Improved product categorization and information architecture
Full eCommerce Enablement
Designed real-time credit card processing flows
Integrated complex shipping and tax calculation logic
Structured pricing and checkout flows to handle B2B purchasing scenarios
Balanced self-serve customer purchasing with sales-assisted workflows.
Impact
Transformed the website into a scalable revenue platform
Improved product discoverability and navigability
Enabled secure, real-time transactions
Strengthened alignment between digital experience and sales operations
This project demonstrates my ability to design complex B2B commerce systems — balancing user needs, operational constraints, and technical integration to create measurable business value.