Boosting Conversion with a Digital Sales Assistant
Role
UX/UI Designer
Industry
E-Commerce
Home Improvement
Custom Manufacturing
Business Model
B2C, B2B, E-Commerce with custom order fulfillment
Executive Summary
From Drop-Off to Conversion
Austria’s top online glass retailer detected a problem: despite strong demand, their WooCommerce store couldn’t keep up, technically or experientially. While the customer support line ran hot, online customers were dropping off before checkout. So, I teamed up with SADU Development and led a complete redesign of the platform, centered around a custom-built digital sales assistant which resulted in +30% conversions, -28% support calls and a system built to flexibly scale.
Challenges
A Great Product,
Causing Decision Fatigue
Deinglas had outgrown its original WooCommerce setup.
While their offering was solid (custom glass products) the experience wasn’t.
Most shoppers were confused, overwhelmed, or unsure of what to choose, and ended up calling the customer service line. With 80% of users being private individuals, we needed to completely rethink how people shop for something as technical and niche as glass.
Conversion rates were low, and too many customers were abandoning the process before making it to checkout.
Approach
Designing a Sales Assistant Inspired IRL
We started by scrapping the one-size-fits-all e-commerce model. In addition to a traditional product catalog, I designed a digital sales assistant that mimicked how a real vendor would guide a customer: one question at a time.
This conversational, step-by-step flow replaced complexity with clarity. At the same time, we migrated the entire platform from WooCommerce to MedusaJS and Next.js, giving us the flexibility to scale without being boxed in by plugins.
In order to do that, I built a modular design system in Figma, optimized copy for SEO and UX, and designed the entire user experience from the ground up.
How it works
Interior or Exterior?
Glass Door, Mirror, Shower Screen, …?
Further Customization
Custom Orders Made Simple
Some of deinglas’ products require detailed, technical configurations (measurements, finishes, mounting options) that previously used to overwhelm customers.
To simplify this, we extended the same step-by-step logic of our sales assistant into a custom-built configurator. It guides users through each decision one at a time, collecting the right inputs without causing overload.
A sticky panel on the right keeps them oriented throughout the process, showing their current step and updating the price in real time as they make choices. Before adding to cart, they get a clear, consolidated summary.
The outcome
From Confusion to Conversion
The results were immediate and measurable. The new assistant-based flow reduced decision fatigue and led to a significant boost in conversion rates.
Customers now had a clear, supportive journey and conversion drastically improved by 30%. The shift to a custom tech stack opened up long-term flexibility and scalability, allowing the team to iterate without friction.
Beyond that, improved UX and optimized content led to better SEO rankings and organic traffic.
