CASE STUDY

UX Redesign

Industry: Industrial Rigging • Material Handling • B2B & Wholesale

Overview

Maskell Rigging & Equipment is a premier provider of rigging hardware, lifting slings, hoists, load securement tools, and custom fabricated assemblies designed to support safe lifting, transport, and industrial workflows.

This project delivered a redesigned Shopify store powered by the Enterprise theme — optimized for deep product catalogs, sturdy UX suited to industrial buyers, and a conversion‑focused shopping experience. The redesign enhances navigation across complex product categories and streamlines procurement for wholesale clients and industrial customers.

Theme

Enterprise Theme + Customizations: Built on Shopify’s Enterprise theme foundation — ideal for large catalogs and B2B workflows.

About Maskell Rigging & Equipment

Maskell Rigging & Equipment specializes in top‑grade lifting and rigging gear — from chain and wire rope slings to hoists, shackles, and material handling accessories. With decades of operational experience, Maskell serves industrial, construction, and safety‑compliant customers who require durable gear backed by dependable support and documentation.

The Challenge

  • Complex Product Taxonomy: Hundreds of SKUs across categories like slings, hoists, rigging hardware, load securement, and lifting tools meant users needed clear, intuitive paths to find what they needed.
  • Industrial Buyer Expectations: Customers in manufacturing, construction, and industrial sectors expect detailed specs, safety ratings, compliance information, and easy access to datasheets.
  • B2B Ordering Workflows: Users ordering in bulk require quick re‑ordering tools, visibility into pricing, and clear call‑to‑action buttons for quotes and bulk inquiries.
  • Mobile & Desktop Consistency: Rigging buyers often reference product details in the field — requiring responsive layouts with fast load times and clear content.

The Solution

  • Developed a Shopify Enterprise theme store structure aligned with industrial purchasing journeys.
  • Built category hierarchies for easy exploration of slings, hoists, hardware, and accessories.
  • Enhanced product pages with detailed specification tables, compliance badges, and downloadable datasheets.
  • Added bulk order forms, quote request buttons, and clearer CTAs to support wholesale buying.
  • Refined site search and filtering to surface relevant rigging products quickly.

Website Design & User Experience (UX)

The redesign centered around guiding industrial buyers faster to the right products:

  • Clear category and product discovery: Logical grouping of rigging gear, slings, hoists, and load securement products with robust filtering for size, capacity, material, and rating.
  • Improved visual clarity: Strong typography, industrial‑grade product photography, and bold CTAs to support quick decisions.
  • Conversion paths: Prominent “Request a Quote,” “Bulk Order,” and quick add‑to‑cart actions tailored to B2B workflows.
  • Responsive experience: Seamlessly adjusting display for mobile technicians and desktop procurement teams.

Main Features

Enterprise Theme + Customizations

The selected theme foundation supports large catalogs and complex navigation patterns—critical for infrastructure ecommerce with many categories and subcategories.

Key theme upgrades included:

  • Built on Shopify’s Enterprise theme — perfect for large, structured catalogs with complex navigation needs.
  • Custom filters for strength ratings, load capacities, and compliance standards.
  • Category landing pages with educational content and usage guidance.
  • Enhanced search and collection filters for rapid product exploration.

Key UX & Conversion Features

  • Bulk Order Form & Credit Application CTA: Helps high‑volume buyers place orders more efficiently.
  • Detailed Specification Layouts: Side‑by‑side comparisons of product capacities, materials, and ratings.
  • Industrial Buyer Focused Navigation: Multi‑tier menu structures suited for engineers and procurement professionals.
  • Quote & Inquiry Workflows: Clear paths for custom quotes and project‑specific configurations.

Custom Features

  • Advanced Catalog Filters: Capacity, sling type, hardware material, duty rating filters for precise results.
  • Downloadable Product Datasheets: Specifications and compliance guides available directly on product pages.
  • Bulk Purchasing Options: Dedicated tools and CTAs to expedite large or repeat orders.
  • Responsive Optimization: Fast, breakpoint‑aware layouts tailored to shop floor and office use cases.

Responsive Ecommerce Experience

The new Shopify store delivers consistent performance across devices — crucial for industrial customers accessing product specs on mobile before purchasing on desktop.

Conclusion

The redesigned Shopify Enterprise store gives Maskell Rigging & Equipment a scalable, conversion‑friendly foundation to serve industrial buyers:

  • Improves catalog clarity across complex rigging products
  • Enhances product discoverability with robust search and filters
  • Strengthens UX for B2B purchasing patterns
  • Supports long‑term catalog expansion with modular design