Qbic Design: Simplifying Complex B2B Catalog
Redesigning a professional office furniture catalog with a focus on hierarchy, SEO stability, and high-intent user conversion.
The Challenge: Information Overload & Lost Leads
Qbic Design came to us with a five-year-old website that lacked clear user intent. Despite their strong market position, the digital presence was failing to convert. The Call to Action (CTA) was not visible above the fold, and “Menu Bloat” made it difficult for users to find specific products, resulting in low-quality leads.
The Mission:
- Immediate Intent: Surface the core business categories on the first screen.
SEO Protection: Work alongside the SEO team at Leos Media to ensure the redesign didn’t disrupt established Google rankings.
Lead Conversion: Transform the site from a passive gallery into an active tool for generating high-quality business inquiries.
Research: The B2B Buying Habit
Through keyword research and user statistics, we identified two primary personas: the Office Manager (prioritizing speed/utility) and the Interior Designer (prioritizing aesthetic/specifications).
The Conclusion: Users were overwhelmed by too many options. We needed to simplify the site architecture into 5 Hero Categories that represent the core pillars of their business.
The Solution: Hierarchy-Driven UX
The "Above-the-Fold" Grid
As the lead designer, I implemented a visual grid on the homepage featuring the five critical pillars: Entrance Counters, Chairs, Cabinets, Tables, and Conference Rooms. This ensures that within seconds of landing, a B2B buyer knows exactly where to go.
High-Conversion Lead Capture
I replaced the hidden contact links with integrated lead forms. By making “Leave a Message” and “Call Now” prominent features of the UI, we gave users a direct path to the sales team, significantly reducing the “bad leads” caused by previous user confusion.
Tools for the Professional Architect
Recognizing that interior designers need technical data, I integrated PDF downloaders and clear category divisions directly into the product catalog. This turns the website into a functional workspace for professionals planning an office fit-out.
SEO & Content Architecture
To satisfy the “Google Scanner” without ruining the luxury aesthetic:
The Hidden Content Strategy: We designed dedicated article and blog templates to house high-volume SEO keywords.
Seamless Navigation: This ensured Qbic remains at the top of search results while the homepage remains a clean, visual experience.
Design Impact: Quality over Quantity
By simplifying the menu and highlighting the core business categories, Qbic Design transitioned from an outdated furniture list to a professional Strategic Resource. The result is a cleaner, more luxurious site that speaks the language of modern interior design while driving measurable lead growth.
more projects
