Messer Canada Webshop Experience Transformation
Messer Canada Webshop Experience Transformation
Messer Canada | Specialist Interactive + UX Lead
Transforming industrial webshop into a scalable, user-driven digital commerce experience.
I led the UX Team for Redesigning Messer Canada’s webshop experience through IA restructuring, usability improvements, and phased UX modernization, enabling better product discovery and smoother purchase journeys while supporting business-led digital expansion.
Messer Canada Inc., despite being a global leader in industrial and specialty gases with strong retail and B2B presence, struggled to translate its market leadership into digital success.
The webshop suffered from poor navigation, unclear product structures, and missing purchase-critical information, causing users to drop off before completing orders.
Low discoverability, lack of pricing transparency, and weak product categorization reduced customer confidence and conversion potential. The challenge was to improve the experience without disrupting existing operations, enabling gradual adoption and measurable learning for internal teams.
I led the UX Team for Redesigning Messer Canada’s webshop experience through IA restructuring, usability improvements, and phased UX modernization, enabling better product discovery and smoother purchase journeys while supporting business-led digital expansion.
Messer Canada Inc., despite being a global leader in industrial and specialty gases with strong retail and B2B presence, struggled to translate its market leadership into digital success.
The webshop suffered from poor navigation, unclear product structures, and missing purchase-critical information, causing users to drop off before completing orders.
Low discoverability, lack of pricing transparency, and weak product categorization reduced customer confidence and conversion potential. The challenge was to improve the experience without disrupting existing operations, enabling gradual adoption and measurable learning for internal teams.
Fintech
Product Delivery
Discovery
pitch
Visual Design
Prototyping
Usability
Mobile
Opportunities
Navigation
Navigation
Simplify navigation and restructure information architecture for faster product discovery
Simplify navigation and restructure information architecture for faster product discovery
Clarity of Product View
Clarity of Product View
Improve PLP and PDP clarity to support confident purchasing decisions
Improve PLP and PDP clarity to support confident purchasing decisions
Information Architecture
Information Architecture
Improve SEO and information clarity to reduce user drop-offs
Improve SEO and information clarity to reduce user drop-offs
Increase Transactions
Increase Transactions
Create realistic personas using real customer support interactions
Create realistic personas using real customer support interactions
Feasibility Alignment
Feasibility Alignment
Enable phased UX improvements aligned with development feasibility
Enable phased UX improvements aligned with development feasibility
Business Adoption
Business Adoption
Support business adoption without drastic system disruption
Support business adoption without drastic system disruption
Approach
Heuristic & Experience Analysis
Heuristic & Experience Analysis
We conducted a comprehensive heuristic review of the webshop, identifying gaps in navigation, product structure, pricing visibility, and information clarity while aligning findings with SEO insights to understand where and why users were abandoning their journeys.
We conducted a comprehensive heuristic review of the webshop, identifying gaps in navigation, product structure, pricing visibility, and information clarity while aligning findings with SEO insights to understand where and why users were abandoning their journeys.
Competitive Benchmarking
Competitive Benchmarking
Competitor platforms were analyzed to understand industry standards in navigation, categorization, pricing presentation, and purchase journeys, allowing us to identify patterns driving higher traffic and conversion rates within industrial e-commerce.
Competitor platforms were analyzed to understand industry standards in navigation, categorization, pricing presentation, and purchase journeys, allowing us to identify patterns driving higher traffic and conversion rates within industrial e-commerce.
Information Architecture Restructuring
Information Architecture Restructuring
The existing IA exposed users to deep, complex navigation layers. We recommended a simplified, SEO-friendly structure enabling easier product discovery and scalable content organization for future expansion.
The existing IA exposed users to deep, complex navigation layers. We recommended a simplified, SEO-friendly structure enabling easier product discovery and scalable content organization for future expansion.
Feasibility & Development Alignment
Feasibility & Development Alignment
UX, SEO, and development timelines were synchronized using feasibility mapping, enabling transparent discussions on implementation effort, resource needs, and delivery prioritization while maintaining realistic
UX, SEO, and development timelines were synchronized using feasibility mapping, enabling transparent discussions on implementation effort, resource needs, and delivery prioritization while maintaining realistic
Impact and Outcomes
Phased Modernization
Phased Modernization
Phased Modernization
The phased UX improvements enabled Messer Canada to gradually modernize its webshop while maintaining operational stability.
Improved Engagement & Conversion
Improved Engagement & Conversion
Post-implementation updates led to improved user visits and stronger conversion behavior, validating the need for structured UX improvements.
Post-implementation updates led to improved user visits and stronger conversion behavior, validating the need for structured UX improvements.
Glimpse of Outputs
Process
Detailed heuristics and Competitor analysis
Information Architecture
From puzzled e-commerce IA to SEO friendly IA
Process
User Journey mapping & Design Discover based on Pain points
Glimpses on screens
Product page and Product Categorisation
Process and Outcome
Feasibility Mapping for devlopment
Products List page and Process
Refined Products List page and Design reasoning behind every page I designed.
Latest Case
Latest Case
Latest Case
Boosting Conversion Through Design
Boosting Conversion Through Design
Boosting Conversion Through Design