SureWerx: UX e-commerce platform redesign for one of Canada’s largest suppliers of specialized safety and industrial work gear
Updated: Sep 28
Background
SureWerx manages a catalogue of more than 45,000 safety, tool and industrial products across multiple categories and brands. Its existing digital experience had grown increasingly difficult to navigate and maintain as the catalogue expanded.
SureWerx has a long-standing presence in traditional industrial supply but has recently been shifting toward a more modern, digital-forward strategy. Their goal was to improve how they engage with both distributors and end users online. This transition sparked the need for a full rebrand and redesign of their e-commerce website to better align with evolving customer expectations and digital commerce standards.
Role and Scope
As Senior UX/UI Designer, I led the UX design of the responsive e-commerce redesign, working with product managers, developers and stakeholders to translate complex catalogue and business requirements into a scalable shopping experience.
My role spanned UX strategy, information architecture, user flows, wireframing, prototyping, responsive UI design and design system development. I worked closely with product managers, developers and cross-functional stakeholders throughout Agile delivery, presenting concepts, gathering feedback and refining solutions through implementation.
Key Responsibilities
UX Strategy & Information Architecture: Defined user flows, navigation structures and product-discovery experiences for a complex B2B catalogue
Product Design: Created wireframes, responsive interfaces and high-fidelity interactive prototypes across desktop and mobile
Scalable Design Systems: Developed reusable templates, components and UX/UI standards to support 45,000+ SKUs and future growth
Requirements & Stakeholder Alignment: Translated business requirements into product solutions and presented recommendations to cross-functional and executive stakeholders
Cross-Functional Delivery: Partnered with product managers and developers through Agile sprints, iteration and implementation
The Challenge
Sitemap by Vini Avila
The previous site was outdated, hard to navigate, and lacked the flexibility and brand polish needed for a modern e-commerce experience. The redesign needed to solve more than a visual problem. SureWerx's scale introduced significant UX and technical complexity.
Complex product discovery: Customers needed to navigate thousands of specialized products across extensive categories, attributes and use cases.
Scalability: The experience needed to accommodate a catalogue of 45,000+ SKUs without requiring one-off design solutions every time the product offering expanded.
Cross-functional requirements: The solution had to balance customer needs with business requirements, content structures and development constraints.
My Approach
I approached the redesign as a system rather than a collection of individual pages. The goal was to establish reusable structures, interactions and templates that could accommodate a large catalogue while maintaining a consistent experience across desktop and mobile.
I worked with product managers, developers and stakeholders to understand requirements, map workflows, explore solutions and iteratively refine the experience through wireframes and high-fidelity prototypes.
Key Activities & Deliverables
Information Architecture & Product Discovery
Analyzed existing content, catalogue structures and customer pathways to identify navigation and product-discovery challenges
Translated complex product and business requirements into user flows and information architecture
Explored scalable approaches to categories, search, filtering and product information
UX Design & Prototyping
Developed responsive wireframes and high-fidelity prototypes across key e-commerce workflows
Designed experiences spanning product discovery, category navigation, product details and supporting content
Used interactive prototypes to communicate functionality and support stakeholder review
Scalable Design System
Created reusable page templates and interface patterns capable of supporting a 45,000+ SKU catalogue
Established UX/UI standards to improve consistency across the platform
Designed modular structures that could accommodate future products, content and functionality without requiring bespoke layouts
Built a comprehensive style guide and component library to maintain consistency across all teams
Supported developers with annotated design specs and pixel-perfect QA reviews
Designed promotional banners, landing pages, and digital marketing assets to support product launches and seasonal campaigns
Agile Product Delivery
Partnered with product managers and developers through Agile sprints and iterative releases
Presented prototypes and design recommendations to cross-functional and executive stakeholders
Refined solutions based on stakeholder feedback, technical requirements and implementation constraints
Results & Impact
Delivered a responsive e-commerce experience designed to support 45,000+ products across a complex B2B catalogue
Established reusable templates and UX/UI patterns to support ongoing catalogue growth and product expansion
Improved consistency across desktop and mobile experiences through standardized interaction and design patterns
Created a scalable design foundation that supported iterative development and future digital initiatives
Tools Used
Sketch
InVision
Adobe Creative Suite
Jira
Google Workspace
Microsoft Sharepoint
Key Takeaways
Agile processes and daily Scrum meetings were essential to maintaining clear communication, cross-functional alignment and rapid iteration throughout the project.
Designing for scale requires modularity, clarity and consistency. With a catalogue of 45,000+ SKUs, reusable systems and patterns were critical to creating an experience that could evolve with the business.
A rebrand goes beyond visual identity. It changes how a company communicates and connects with its users, with UX and design playing a critical role in bridging that transition across digital touch points.
Enterprise UX requires systems thinking. Design decisions needed to work across thousands of products, multiple user journeys and future business requirements rather than solving for individual screens.
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