In March 2018, Danfoss launched the Product Store, a new eCommerce solution that combined the catalog and shopping cart experience. This was a major improvement, bringing features like faceted search, product availability on category pages, detailed product pages with visuals, advanced configurators, and more. Today, the Product Store is the primary tool for ordering Danfoss products, accounting for a significant percentage of all orders.
As a senior UX designer on the Danfoss Digital Customer Experience team, I’ve been part of this journey and seen how the platform has grown based on user feedback. This article looks at how the main page of the Product Store has evolved over the past six years, the reasons behind the changes, and what comes next.
The transformation: 2018 vs. 2024
Comparing screenshots of the Product Store from 2018 and 2024 reveals changes in almost every part of the page:
- The header now features a prominent search input, addressing feedback that search was hard to find.
- The hero image area has been updated, inviting users to browse the catalog with a clear call-to-action. Analytics showed that some users didn’t know the catalog was available without logging in.
The most significant improvement is in the central part of the Product Store. Instead of linking to catalogs of Danfoss segments, the page now showcases individual products. This change emphasizes that the Product Store is a place where customers can directly purchase Danfoss products. It also enables the promotion of new or popular products and allows for personalization based on user preferences.
A new section has been added since 2018, providing information about the Product Store’s features. This not only describes existing functionality for non-logged-in users but also promotes the benefits of being a registered user.
Aligning with the Mosaic design system
The Product Store main page has also undergone changes to align with Danfoss’ Mosaic design system. A design system is a collection of reusable components, guided by clear standards, that can be assembled to build any number of applications. By using this design system, we ensure visual consistency and accessibility across all Danfoss digital products. All components are carefully tested according to modern accessibility standards, such as WCAG 2.2, to provide an inclusive user experience.
Looking to the future
The main page is just one example of the continuous UX improvements being made to the Danfoss Product Store. These enhancements incorporate new standards and technologies in a rapidly changing landscape. Looking ahead, I’m especially interested in how AI can provide additional product information and assist customers in making guided decisions.
The design evolution of the Danfoss Product Store reflects a user-centric, data-driven approach to B2B eCommerce UX. By leveraging analytics and user feedback, the platform has become a more personalized, efficient tool that supports customer needs and business goals.