Ducab
A redesign that makes a deep cable catalogue easy to search for engineers in 75 countries.
| Client | Ducab |
|---|---|
| What we built | Corporate website and product catalogue |
| Platform | WordPress + WooCommerce |
| My role | Head of UX cum Project Manager |
| Live site | ducab.com |
The brief
Ducab is the UAE's largest cable manufacturer. Its old site made engineers, B2B buyers and channel partners dig for the exact product they needed.
The real problem was structure, so we started there: a new sitemap, wireframes from scratch, and a product catalogue that behaves like an engineer thinks.
Built with
UX lead & PM I led UX and ran the project, restructuring a deep B2B catalogue around how engineers search.
What I did
- Audited the old site with engineers and channel partners to find where they got lost.
- Rebuilt the sitemap around how engineers search: by application, then by specification.
- Proposed WooCommerce as a B2B catalogue engine instead of a custom build.
- Led the wireframes, the UI and the product taxonomy with Ducab's product team.
- Managed delivery, the content migration and the launch.
The impact
- 75countries the catalogue serves
- -40%clicks to reach a product
- 1,000+products and variants in the catalogue
- +35%catalogue enquiries after launch
The call I made
A shop engine with no checkout
A custom catalogue would have taken months. WooCommerce already handles nested categories, attributes and variants, so we used it as a catalogue with the cart switched off. Engineers get fast filtering, and Ducab's team gets an admin they already understand.
What shipped
- A new sitemap that cuts the clicks to any product
- Wireframes and journeys for engineers, buyers and partners
- WooCommerce used as a deep, nested B2B product catalogue
- A high-contrast industrial look with wide-screen imagery
- Product filters that match how specifications are searched
On screen
