Ecommerce
Proline Cabinetry
A Canadian cabinet manufacturer, moved onto a catalogue a buyer can actually filter down to the box they need.
- Service
- Ecommerce Design & Development
- Sector
- Ecommerce
- Built with
- Webflow, Ecommerce, Localization
- Live site
- prolinecabinetry.com
- FacetedCatalogue filtering
- MultilingualMarket coverage
- 5 to 7 daysDelivery stated on site
About the project
Ready to assemble cabinetry is bought by specification. A contractor knows the size, the type and the finish before they open a browser, and every second spent scrolling past the fourteen finishes they did not want is a second closer to leaving. The catalogue is the product here, not the homepage, and a search box would not have been enough: this needed filtering across finish, category and dimension at the same time, with the result still shareable as a link.
- Faceted filtering across finish, category and dimension at once
- Product records structured so a box, a size and a type stay separate fields
- Line drawings carried at a size a contractor can read dimensions from
- A language switcher, because the Canadian market is not served in one
- Partnership route kept separate from the consumer checkout
How we approached it
Model the catalogue before designing it
Finish, category, cabinet type and dimension are four independent attributes, and the moment any two are merged into one field the filtering stops working. The data model was settled first, and the page design followed from what it allowed.
Build for the buyer who already knows
Most of this traffic is not browsing. It is a contractor or a designer confirming that a specific box exists in a specific finish, so the fastest path from landing to that confirmation is the whole design problem. Discovery is the secondary case, not the primary one.
Say what shipping does
Delivery time is a purchase decision in this category, not a detail on a policy page. Stating it where the product is seen removes the question that would otherwise have become an email, and it is a claim the business can keep rather than a marketing line.
Growna delivered a major ecommerce build for Proline Cabinetry with the precision the catalogue demanded. Clean, fast, and structured to scale, exactly the partner we hoped for.
