Varco SupplyA family-owned small business distributor specializing in industrial hoses, fittings, pumps, and tools for various industries.
Overview
Varco Supply (Varco) is a family-owned small business distributor specializing in industrial hoses, fittings, pumps, and tools for various industries.
Because of the company’s extensive range of products and information, Varco wanted to redesign their website with a stronger visual identity, improved organization, clearer information hierarchy, and an easier overall experience for customers.
The goal was to create a fresh, professional website that better represented the company while making its products, services, locations, catalogs, and other information easier to find.
My Role
I worked closely with the owner, operations manager, and IT team to redesign and improve the website. My role included website design, user research, information architecture, UX/UI design, responsive web design, content organization, and ongoing website management.
I researched user needs, reorganized the site’s navigation and content structure, redesigned key pages, and managed more than 100 product pages within BigCommerce and SiteLink M.O.M. I also updated product imagery, descriptions, downloadable files, product options, and other website content to create a more consistent and user-friendly experience.
Tools: BigCommerce • Site Link M.O.M. (Multimedia Ordering Manager)
Focus: Web Design • UX/UI Design • Information Architecture • Content Strategy • Responsive Design • Content Management • Responsive Design • User Research • Client Collaboration
01 – Website Audit & Redesign
I began by reviewing Varco’s existing website and identifying areas where the design, organization, and overall presentation could be improved.
The goal was to give the website a fresh, modern and professional look while making the information and extensive product catalog easier for customers to navigate.
The redesign was focused on creating a cleaner, modern, and more professional experience while making Varco’s products and information easier to find. I evaluated the existing pages and content, identified opportunities to improve organization and navigation, and established a clearer visual direction for the redesigned site.
The result was a more cohesive website structure that provided a stronger foundation for the company’s extensive product catalog and information.
02 – Homepage & Navigation
The homepage was redesigned to create a fresher, more polished first impression while staying aligned with the owner’s vision for the brand. I created new web banners, introduced a refreshed blend of Varco’s colors, and reorganized the layout to create a clearer visual hierarchy.
Navigation was also improved to help customers move through the site’s extensive product and informational content more easily. With thousands of products available, creating a cleaner and more understandable navigation structure was an important part of the redesign.
I redesigned and created several informational pages to make important company information easier to understand and access.
The new About page provided a clearer introduction to Varco, including its history, offerings and previous logos to help connect the company’s current identity with its past.
I also created dedicated Locations and Catalogs pages. The /locations page included clickable maps, directions, information about each location, and phone numbers. The Catalogs page provided a dedicated place to browse Varco’s English and Spanish catalogs, along with a visual truck feature and updated catalog imagery.
The Contact page was redesigned to present contact information, hours, and locations in a concise format.
03 – Informational Pages
A significant part of my role was managing and improving Varco’s extensive product content. With a large product catalog, consistency and readability were important to creating a better experience for customers.
I edited more than 100 product pages, updating product imagery, descriptions, downloadable files, size and color options, and body-copy formatting. I also organized the information on each page to make product details easier to read and understand.
04 – Product Pages & Content
05 – Additional Design Work
Alongside web banners and hero images, the website redesign also led to opportunities to support Varco’s broader visual identity.
While working on the Contact page, I noticed an opportunity to create a business card design. I developed a new concept independently and presented it to the company, who liked the design and decided to move forward with it.
Key Takeaways
Working with Varco gave me the opportunity to design for a complex business with a large amount of product and company information. I learned how important organization, consistency, and clear presentation are when designing for a large catalog of products.
The project also gave me the opportunity to learn BigCommerce while balancing the company’s brand, business needs, and customer experience. Working directly with the owner, operations manager and IT team strengthened my ability to collaborate and turn business needs into practical design solutions.