Fridges World / Product story
Shaping the digital experience of a B2B refrigeration business—from search and product discovery to customer confidence, enquiries and site visits.
01 / Understand
Buying commercial refrigeration is a considered purchase. A café owner looking for a display fridge and a supermarket planning a larger installation need different information and different routes to help. The website needed to support both product browsing and conversations about more complex requirements.
My work connected analytics, customer enquiries and sales insight with the structure of the Shopify store. I reorganised collections and landing pages while working across SEO, paid acquisition and content. This gave me a view of the journey from the search that brought someone in to the questions they asked before buying.
02 / Focus
Organise collections around recognisable equipment categories, including food display fridges and supermarket multidecks.
Why it matters Give buyers a useful starting point and a way to narrow the catalogue before contacting the business.
Prioritise a Projects area that shows completed installations across cafés, stores and cold rooms.
Why it matters Address customer confidence through real work, alongside product information.
Create visible routes to a quote, cold-room services and a site visit.
Why it matters A standard product and a bespoke installation require different next steps; the journey should accommodate both.
The journey at a glance
03 / Make it tangible
Explore the actual screens and project artefacts. Select an image for a closer look.
A mobile view of the delivered storefront, bringing products, services and business information together.
A focused category page with product information and filtering.
A separate route for buyers with a different equipment need.
Real installation imagery provides evidence of the business’s work.
A service-led journey combines examples, specifications and an enquiry route.
A dedicated form gives buyers a route to discuss their requirements.
The site-visit offering connects the digital journey with an on-site service.
Company values, ways of working and showroom information support confidence.
A second supplied capture of the mobile storefront.
04 / Deliver & learn
I worked across Shopify architecture, navigation, collections and landing pages, connecting UX decisions with content, SEO and Google Ads. For the Projects feature, I defined the scope and briefed engineering and social collaborators. The screenshots show the resulting site as captured in January 2026.
The delivered site brings browsing, installation evidence and enquiry routes into one experience. It includes dedicated collections, a Projects gallery, cold-room information, a quote form, a site-visit offering and an About page. The focus of this case is the delivered experience and the decisions behind it.
Product perspective
A product decision can extend beyond a screen. Here, the opportunity was to connect acquisition, information, trust and a real sales conversation into one coherent journey.
Looking forward
A proposed measurement lens, separate from the project results reported above.
Collection-to-product progression and use of filters.
Quote completion and qualified enquiries by landing page.
Enquiry-to-sale progression, assessed with the sales team.