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We proudly delivered a complete website redesign for Northline Express, a leading retailer of fireplace, chimney, and outdoor living products. The newly enhanced site features improved navigation, refined product categorization, and a smoother shopping experience tailored to homeowners and DIY enthusiasts.
Northline Express
Challenge & Solution
Making a Large Product Catalog Easily Navigable
With thousands of SKUs across fireplaces, stove pipes, chimney liners, and outdoor living accessories, the previous website lacked intuitive structure, often leaving users confused when trying to find the right parts or accessories.
Streamlined Navigation & Categorization
We redesigned the navigation framework using customer behavior insights to create a clean, mega-menu style interface. Product categories were restructured into logical groups like Fireplaces, Stove Pipes, and Outdoor Essentials, with filters to simplify product discovery based on compatibility and use case.
A Refined and Functional Shopping Experience
The updated website improved user engagement, simplified product browsing, and increased customer satisfaction. Whether a homeowner or a contractor, users now enjoy a seamless and informative shopping journey that supports both casual browsing and quick purchasing.
Our Process
Our team began by auditing the old user experience and collecting customer feedback to identify top pain points. We restructured the site’s hierarchy to reduce cognitive load and developed optimized category and product pages for all major segments. Mobile responsiveness, performance optimization, and SEO structuring were prioritized to ensure both accessibility and visibility. We also integrated analytics tools to monitor post-launch performance and iterate as needed.
Result Driven
32% Reduction in Bounce Rate
With simplified pathways and intuitive menu structures, users were more likely to stay on-site and explore multiple product pages.
Streamlined Navigation & Categorization
Improved categorization and enhanced product content encouraged deeper engagement and informed decision-making.
20% Growth in Mobile Transactions
The mobile-first redesign made shopping easy for users on smartphones and tablets, leading to a significant boost in mobile conversions.
