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L.J. Smith Stair Systems is a U.S.-based leader in stair parts manufacturing, supplying builders, designers, and homeowners with premium wood and iron components. The brand needed a complete digital overhaul to modernize its online presence and make its vast catalog of stair parts more accessible and easy to purchase.
The objective was to transform an outdated, informational site into a performance-driven eCommerce platform — optimized for both B2B and retail audiences while maintaining the brand’s craftsmanship appeal.
The previous site faced several pain points: a non-intuitive layout, outdated visuals, and a complex product catalog with hundreds of SKUs that made navigation and data management difficult.
Additionally, the existing system lacked eCommerce capabilities and modern filtering tools, limiting the company’s ability to sell directly to end-users.
Our challenge was to design a scalable and searchable structure, integrate a new eCommerce layer using Shopify, and streamline data import for thousands of product attributes and variations — all while improving page speed and SEO visibility.
Our process began with a complete UX audit and content inventory of the old platform. We collaborated closely with the client’s internal team to map product relationships and define a logical data hierarchy.
Once approved, our team designed a custom Shopify theme reflecting L.J. Smith’s traditional craftsmanship with a modern interface focused on clarity and conversion.
We implemented modular product templates, optimized filters for quick navigation, and built a CMS-friendly backend so the client could easily manage future catalog updates.
The redesigned platform enabled L.J. Smith to manage its complex inventory with ease, resulting in faster updates, improved site navigation, and a significantly more engaging shopping experience.
The new structure also improved product discoverability, helping both contractors and individual buyers find the right components efficiently.
The client reported a smoother internal workflow for product management and a noticeable improvement in customer engagement after launch.