Turning a digital catalog into an effortless e-commerce experience

B2B E-Commerce
Industrial Supplies
Digital Product Strategy
User Research
Product Design
Rapid Prototyping
Design Systems

The challenge

TexTrail, a subsidiary of ATW and the largest trailer parts network in the U.S., partnered with RocketAir to bring e-commerce functionality to their website for the first time. 

Our goal was to transform the existing online catalog into a modern digital experience. From product comparison to checkout, we designed user flows that make it easier than ever for manufacturers, dealers, and repair shops to place an order. And we seized an opportunity to use design as a differentiator, elevating the entire visual aesthetic of the site. 

We delivered a best-in-class B2B e-commerce solution that set TexTrail far ahead of their competitors.


We overhauled the design with a focus on making the experience feel minimalist and approachable. We brought brand personality to the page by introducing new typography, adding a complementary bright blue to the color palette, and creating custom iconography. And taking a systematic approach, we designed components to be reusable across the site.


From our UX research, we learned that searching by category is the primary user flow to dive deeper into a more active experience. So we led with category selection right on the homepage. In the navigation, we surfaced the top six categories based on the most popular products to make them easily accessible. And we introduced Shop All Products functionality, accommodating a user flow to search products by brand as well.


We designed the site to be as frictionless as possible. The Help Center is one click away. The phone number is front and center. Customers can start a Quick Order right from the navigation bar. And there’s a big, app-like search bar with predictive search functionality.


Bringing e-commerce best practices to the TexTrail site, we introduced several new features, including a Compare tool to help customers make buying decisions and a Quick Order feature to let customers easily add a selected product to their cart. We also introduced My Lists, designing how customers make a new list, save products to a selected list, and convert a list to their shopping cart to ultimately make a purchase.


We solved for the ability to easily manage, track, or refund orders by creating an intuitive account dashboard interface. Rounding out the end-to-end e-commerce experience, we designed email templates that give customers a pulse on their order status at every step of the way.