Deinglas · E-Commerce
Guided Buying Experience That Increased Conversion by 30%
Custom glass is easy to want and surprisingly hard to buy. I helped turn a technical product catalogue into a guided sales experience that increased B2C conversion while taking pressure off customer support.
The brief
Strong demand, but too much uncertainty between interest and checkout.
Austria’s leading online glass retailer had outgrown its WooCommerce store. The product range was strong, but customers were being asked to understand specialist materials, finishes and mounting options before they felt ready to buy.
Most private customers responded in the most human way possible: they called. Support explained the products manually while online shoppers abandoned the journey before checkout.
The opportunity wasn’t a prettier catalogue. It was to bring the best part of an in-store conversation online.
The outcome
Clarity converted and scaled.
conversion after replacing product uncertainty with a guided buying journey.
support calls as customers could answer more questions for themselves.
decisions presented in sequence instead of all the complexity at once.
The friction
A good product was creating decision fatigue.
With roughly 80% private customers, the store could not assume specialist knowledge. Yet the original experience exposed categories and terminology before it understood the customer’s project.
Too many unfamiliar options. Shoppers had to decode glass types before knowing which ones were relevant.
High-stakes measurements. A wrong configuration could mean an expensive custom-made mistake.
Support became the interface. Calls filled the gaps the online experience had left open.
The approach
Design the assistant like a real salesperson.
A knowledgeable vendor doesn’t recite the full inventory. They ask what you are trying to build, narrow the context and recommend a suitable product.
That became the interaction model: one understandable question at a time, with plain language and a visible sense of progress.
Explain the path.
A short overview sets expectations before asking for information.
Start with the project.
Familiar context—such as interior or exterior comes before technical product categories.
Only show what fits.
Each answer removes irrelevant choices until the customer reaches a manageable set.
Further customisation
Custom orders without the cognitive pile-up.
Some custom-made products need far more than a size and quantity. Measurements, glass type, edge finish, drilling and mounting options must all be technically compatible and a wrong choice can become an expensive manufacturing mistake.
The configurator applies the same principle as the sales assistant: one decision at a time. It gathers the technical inputs in a controlled sequence while a persistent summary keeps the current step, selected options and live price visible before adding a made-to-measure product to the cart.
Built as a product, not a patch
Design and engineering moved the business forward together.
Working closely with SADU Development, I turned commercial and customer-service knowledge into explicit flows, reusable components and buildable states. The redesign became part of a broader move from WooCommerce to MedusaJS and Next.js.
Modular UX
Reusable patterns connected the assistant, configurator, catalogue and checkout.
Shared product logic
Clear states and decision rules reduced ambiguity between design and development.
Useful content
UX writing and SEO content helped customers understand products while improving organic visibility.
The result
The website stopped behaving like a warehouse and started selling.
Customers gained a supportive path through an unfamiliar purchase. Support received fewer avoidable questions. And the business gained a flexible product foundation the team could keep improving without being boxed in by plugins.
