BEFORE
GoPool
Technical
ecommerce,
made easier to
choose.
A high-ticket ecommerce experience redesigned around the decisions shoppers need to make, from category orientation and comparison to technical configuration, cart continuity and purchase confidence.
- Ecommerce UX
- Product Design
- CRO
- Responsive UI
01
The problem was not product complexity. It was decision complexity.
The project covered the full ecommerce journey. The goal was not a storefront refresh, but a clearer decision architecture for how shoppers understand the catalog, compare options, evaluate compatibility and commit to technically complex equipment.
DECISION
Structure the choice
Reframe the journey around orientation, comparison and guided evaluation.AFTER
A selection system
The redesigned homepage and commerce flow work as one system, guiding shoppers from orientation to purchase.02
Navigation became the first layer of product education.
GoPool’s catalog spans chemicals, equipment, maintenance and replacement products. Instead of assuming shoppers know the exact product name, navigation organizes the catalog around recognizable needs and product families, moving product education earlier in the journey.
01
Start with the need
Users can enter through familiar pool problems and categories instead of knowing a specific product.02
Reveal the product family
The mega menu exposes the main families and their relationships without leaving the navigation.03
Reduce the choice progressively
Subcategories appear only when they become relevant, keeping a large catalog understandable.04
Preserve the logic on mobile
The same hierarchy becomes a progressive drill-down rather than a compressed desktop menu.
01 Entry
Open the main navigation
02 Search / discovery
Move from intent to a useful path
03 Category drill-down
Reveal detail only when it becomes relevant
03
Comparison starts before the product page.
Collection pages became decision surfaces rather than inventory grids, allowing shoppers to narrow the field before committing attention to a technical PDP.
04
The PDP became a guided decision surface.
Price, compatibility, configuration and trust were sequenced around the questions a shopper needs answered before committing.
01 / Product context
Understand what is being evaluated before price dominates.
02 / Value + price
Pricing and financing stay legible without taking over the first read.
03 / Compatibility
Pool type, size and technical requirements enter at the right moment.
04 / Configuration
Complex selections are broken into guided steps.
05 / Trust
Warranty, reviews and support appear near hesitation points.
06 / Purchase
The CTA follows enough context to support commitment.
05
Complex products still need simple decisions.
Configuration was designed as a guided sequence so the system carries technical complexity instead of transferring it to the shopper.
01 / Pool setup
The shopper starts with the pool context the recommendation depends on.
02 / Equipment
Technical requirements are collected as decisions, not exposed as raw specs.
03 / Accessories
Add-ons appear after the primary configuration has a clear foundation.
04 / Summary + purchase
The configured choice resolves into a reviewable purchase moment.
06
The final choice should feel intentional, not abrupt.
High-ticket upsell and bundle logic were structured as part of the product decision, not inserted as a surprise before checkout.
01 / Bundle
Related options remain understandable.
02 / Price
Cost changes stay visible.
03 / Value
Upsell follows product logic.
04 / Action
The CTA becomes the natural next step.
07
Purchase confidence should survive the transition to cart.
After a high-effort decision, the cart preserves product context and reassurance instead of forcing the shopper to reconstruct confidence at the final step.
08
Technical information became decision support.
Technical detail was not reduced. It was sequenced according to when each piece of information becomes useful in the buying decision.
FEATURES
Explain why the product matters.
COMPATIBILITY
Clarify whether it fits the pool.
TECHNICAL SPECS
Support verification without dominating.
WARRANTY
Reduce perceived purchase risk.
REVIEWS
Add social validation.
INSTALLATION
Prepare users for ownership.
09
A reusable ecommerce system built for complex product decisions.
Shared controls, selection patterns, purchase components and responsive states keep the decision model consistent from discovery through checkout, so complexity is handled by the system rather than reintroduced on every screen.
01 · FOUNDATIONS
Foundations create a consistent visual language.
Color, typography and spacing establish predictable hierarchy across a long-form ecommerce experience.Mauve Dark#1E1940
Primary Violet#8650FF
Signal Yellow#FFD525
Action Orange#FF5D00
Cool Aqua#A3E1E7
Soft Violet#EDE7FF
FONT / INDIVISIBLE / DESK
Foundations create a consistent visual language.
46 px · SemiBold · Display / headlineColor, typography and spacing establish predictable hierarchy across a long-form ecommerce experience.18 px · Regular · Body / supportFONT / INDIVISIBLE / MOBILE
Foundations create a consistent visual language.
33 px · SemiBold · Display / headlineColor, typography and spacing establish predictable hierarchy across a long-form ecommerce experience.15 px · Regular · Body / support
Actions & Controls
Controls stay familiar while states do the communication.
Primary actions, chips and navigation use a small state vocabulary so users can focus on product decisions instead of relearning the interface.PRIMARY BUTTON · DESKTOP
PRIMARY BUTTON · MOBILE
SELECTION CHIPS
RoundOval
SECONDARY NAV STATES
OverviewSpecs
PRICE STATES
$2,799$3,249$2,499PERFORMANCE / VALUE CARD
Built for efficient summer heating.
- Energy-smart performance
- Designed for Canadian pools
- Clear model compatibility
ADD-ON ITEM
Winter cover protectionRecommended for seasonal setups
10
A clearer path through a complex purchase.
The redesign did not remove product complexity. It moved that complexity into the interface, giving shoppers a clearer sequence for orientation, comparison, configuration and purchase.