Salthoff

USER EXPERIENCE • VISUAL DESIGN

BACKGROUND

Salthoff is a B2B luxury glassware wholesaler for the private aviation industry.

PROBLEM

Private aviation companies need to see glassware in-situ to envision the products on their aircraft. To remain competitive in the wholesale market, Salthoff has to diversify their marketing strategy, complementing their robust referral system with a user-friendly online platform.

HYPOTHESIS

If Salthoff can attract new clients to their products without alienating their current clientele, overall sales and leads will increase.

COMPETITOR AUDIT

To address Salthoff's challenge, I conducted a comprehensive competitor audit of luxury wholesale glassware brands. The focus was on leveraging Jacob's Law to pinpoint common features that users would immediately recognize and feel comfortable navigating. This included analyzing elements like hamburger menus, intuitive information architecture, and e-commerce best practices. The research aimed to uncover key design patterns that would not only enhance user experience but also increase engagement by showcasing Salthoff's products in dynamic and relevant contexts. By understanding these trends, I was able to craft a strategy that aligns with user expectations and business goals.

USER RESEARCH

Based on survey responses from current clients, Salthoff's current buyers will continue ordering inventory over the phone. Although online ordering is not a priority, the site needs email and contact form. Buyers need to see the product in-situ alongside detailed product dimensions.

WIREFRAMES

By focusing on layout, navigation, and content organization, these foundational designs set the stage for the final polished product. Explore how my approach to wireframing brings clarity and efficiency to the creative process.

ENTRY POINT

Users land on page via direct link.

EXPECTATION

Clear introduction to the luxury crystal product line, highlighting craftsmanship and high-end quality.

EXPLORATION

Users scroll through the page to learn more about the product's features (e.g., handcrafted, mouth-blown crystal, designed for aviation).

ENGAGEMENT

Interested users may click to explore more details or view other product lines (e.g., Belle, Elegance). A smooth experience is crucial—intuitive navigation to showcase different products without distractions.

VISUAL DESIGN

Through sophisticated layouts and curated assets, the design of the platform strikes a balance between the luxurious stylistic approaches favored by competitor wholesalers and an easy-to-use, intuitive interface that doesn't alienate the older clientele.

PRODUCT DETAILS

The user-friendly site lets users browse each line with ease. Click any product image to instantly view specs like dimensions and materials.

RESPONSIVE DESIGN

To enhance user experience across all devices, the layout and content adapt fluidly to different screen sizes, from desktops to smartphones, providing users with an optimal viewing experience regardless of the device they use. By prioritizing responsiveness, the site delivers a consistent, user-friendly interface, making it easy for clients to access CTAs and navigate the site wherever they are.