MULTIFIX
E-commerce Website Design
Client Type
Private
Project Duties
Creative Director:
Site Strategy
Digital Identity
UX
UI Design
Copywriting
Multifix is a leading UK-based online retailer specialising in construction supplies, catering to professionals in carpentry, brickwork, and passive fire protection. They sought a website redesign to strengthen their market position, improve user experience, and better communicate their value proposition to both existing and new audiences.
When I first sat down to talk about Multifix’s website redesign, it became clear that their message wasn’t shining through. Tradespeople need to know at a glance that they’re dealing with experts who can deliver quickly and reliably. And despite Multifix boasting some impressive stats and a clear commitment to keeping customers happy, it wasn’t quite coming through.
I started with getting a clearer understanding of the proposition and got to work looking at ways to better communicate the higher-order benefits they offer. Instead of listing features, I brought this customer satisfaction to life with social proofing front and centre. The homepage hero banner became an opportunity to tell a story beside the more traditional propositional headline and CTA.
With customer imagery, testimonials and star ratings that demonstrated just how reliable their service is, customers can see just what they’re buying into and what to expect. And because numbers speak louder than words, a dynamic banner right beneath the main menu showcased the fact that 99.3% of orders arrive successfully and 75% land before noon. These little details all built up to inspire trust.
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Clarify and elevate Multifix’s brand messaging to resonate with professional builders and tradespeople.
Showcase core benefits to attract new customer segments.
Leverage social proof to build trust.
Emphasize key performance stats.
Create a more intuitive Information Architecture (IA) for easier product discovery.
Ensure consistent, responsive navigation across desktop and mobile for faster product access.
Refresh the visual identity to look modern, professional, and trustworthy.
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A new propositional headline “Delivering everything you need to keep the job on track” - that speaks directly to site visitors’ priorities, notably product range and prompt delivery and relates them to the higher order benefit of reduced downtime.
Testimonials woven into the top-level messaging on the homepage, not only to demonstrate happy customers but to represent the dedication to customers service as a company policy.
A dedicated ‘Don’t take out word for it’ panel featuring 5-star ratings alongside contractor headshots and brief quotes (“Excellent service, arrived before noon!”).
A click through to a dedicated customer page with talking-heads videos and more detailed testimonials.
Introduced a new promise banner below the menu section displaying ‘Expert support from real humans’, ‘99.3% Delivery Success’ and ‘Guaranteed Next Day Delivery up to 5pm’.
Introduced a new performance banner showing key stats like orders made, number of 5-star reviews and deliveries fulfilled.
Designed a new ‘Why Choose Multifix’ panel to showcase the benefits with a simple but effective Q & A structure. Expanded on desktop but collapsed on mobile.
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A brand new membership matrix that compares the different benefits of the 3 types of account, making it clear how to choose and promoting upsell.
Sitewide prioritisation of ‘Featured Products’ to promote cross sell.
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Reorganized product categories into clear, distinct groupings with logical subcategories.
Implemented a ground-up mega menu redesign to visually guides users through the 3 levels of product groupings reducing clicks to product pages. Consistent UX across desktop and mobile aids intuitive use when on site.
Designed a new sub-menu system to better vsiually map the product groupings for easy navigation.
Implemented a new sitewide molecular design system with dedicated UI panels to better visually organise complex product pages.
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A new streamlined digital visual identity with modern fonts, clean UI effects and a clean colour palette that positions Multifix as a more credible, modern supplier in a competitive market.
A complete new typography system to aid clarity an legibility when on small devices and give clear visual hierarchy to the complex product information.
