The project started with the need to redesign the company’s digital presence while organizing a large portfolio of automotive accessories in a clearer and more structured way. Nova Acessórios operates as a B2B distributor, which meant the website needed to present the brand institutionally while also helping clients understand the range of available products.
To address this challenge, the website was designed with a hybrid structure: an institutional platform combined with a catalog navigation inspired by e-commerce experiences. This approach allows visitors to explore products more intuitively while supporting the company’s consultative sales process with clearer product presentation and navigation.
Experience Architecture
The experience was structured to allow users to explore the product catalog in a way similar to an e-commerce environment, with clear categories, intuitive navigation, and a visual hierarchy designed to simplify product discovery. This approach transformed the website into a support tool for the company’s consultative B2B sales process, allowing clients and partners to explore solutions more independently. As a result of the new structure: • Average session duration increased from 17 seconds to approximately 1 minute and 10 seconds • Organic bounce rate dropped to around 33% These indicators reinforce that the new architecture significantly improved user engagement with the company’s content and product catalog.
From Architecture to Digital Product
More than a visual redesign, the project was approached as the creation of a digital platform capable of supporting the company’s commercial process. The website began to function as a structured catalog of solutions, allowing clients to explore products more autonomously while the commercial team uses the platform as a support tool during consultative B2B conversations. This approach aligned the digital experience with the company’s real sales dynamics.
