Making a 1,200-product technical catalogue easy to act on
igus India needed a B2B WooCommerce catalogue that served engineers and procurement teams evaluating cables on highly technical specifications, without oversimplifying the engineering data they actually need to make a decision.
View LiveBuyers had to translate their thinking into a material-first catalogue.
Filters that follow the buyer: application, mechanical, electrical.
A B2B catalogue where specs are easy to act on.
Not too many products. The wrong way in.
Buyers think in a fixed order, and the catalogue asked in another.
Engineerknows the machine, not the cable familyBuyermust confirm ratings before orderingBuilt from sales team walkthroughs and an audit of the global catalogue. Illustrated.
Find, evaluate, act
The structure mirrors how a buyer searches.
BeforeA flat category list with no technical filtering. Specs sat in PDFs and long descriptions.
Find
1,200+ products, filtered in buyer order
- Application
- What are you building?
- Mechanical
- Bending radius
- Travel distance
- Jacket material
- Electrical
- Voltage
- Temperature
Evaluate
Confirm the part before ordering
- Product page
- Scannable spec cards
- Technical data sheet
- CAD download
- Catalogue badge
- Scope at a glance
Act
From a decision to an order
- Cart and account
- Add to cart
- My account
- Contact
- Technical team
Built from iguschainflex.in and the case study. Each column is a stage of a buyer’s search.
Two ways to a confirmed part
Each path asks one thing at a time.
Engineer: from a machine to the right cable
Knows what they are building and what it must survive- StartSay what you are buildingStarts where you doApplication first, not product family
- NarrowSet bending radius and travelOnly parts that fitMechanical limits cut the field
- ConfirmCheck voltage and temperatureLast, not firstRatings confirm a part that already fits
- ReadOpen the spec cardKey values up frontNo digging through a PDF
- DecideAdd to cart or ask the team
Buyer: from a part to an order
Procurement confirming a specification- FindReach the product
- CompareRead the spec cardScannableValues in one place
- VerifyDownload data sheet or CADEvidence to handShare with the engineer
- OrderCart, or contact the technical team
Built from the live catalogue. The notes under each step explain what I changed.
Three decisions that did the work
Each decision removed a reason to leave the catalogue.
Filters in the order buyers decide
The global catalogue filtered by cable family and material first.
Surface specs, do not bury them
The value a buyer needs was hidden in PDFs and long text.
Adapt, do not replace, the global system
The site had to feel like igus and still suit Indian enterprise buying.
Search that starts where buyers start
Fewer detours between a need and an order.
The path, before
- Starts from product family and material
- Filters in the maker’s order
- Digs through PDFs for a number
- Confirms ratings late
- Waits to be sure
- Orders more slowly
The path, after
- Starts from the application
- Narrows by mechanical limits
- Confirms electrical ratings last
- Reads a spec card
- Downloads data sheet or CAD
- Orders with confidence
Filters that follow the buyer. The first click now asks what the buyer was already thinking.
What I can and cannot claim. I don't have an analytics baseline from before the relaunch, so I can't cite a measured lift. What changed is structural: a catalogue that made every buyer translate their reasoning into its taxonomy now starts from the order they already think in.
What I would do next
The change is structural. Measurement comes next.
Measure search to order time before the next change.
See which filter people abandon on and reorder if needed.
Find which specs buyers read first and promote them.
Component patterns, live on iguschainflex.in
A dark, industrial look with amber for key values. Hover to try the patterns.