Ecolight — the standard range and the made-to-order one, in one catalogue
A manufacturer whose products are specified by architects as often as they are bought off a shelf. The catalogue had to serve both without becoming two websites.
Client
Ecolight
Services
Catalogue website, UX/UI, development
Domain
Lighting manufacturing
Period
In production
The challenge
Two kinds of buyer arrive at a lighting manufacturer, and they want opposite things from the same page.
One is furnishing a room and wants to know what a fitting costs and whether it will fit — a decision made in a minute, from a price and a dimension. The other is an architect specifying for a project, who needs to know whether the piece can be made fire-resistant, waterproof or corrosion-proof, in a size that does not exist yet, and how long that takes.
Serve only the first and every bespoke enquiry starts with a phone call explaining that bespoke is possible. Serve only the second and the catalogue stops being a catalogue. Both had to sit in one site without either one getting in the other’s way.
The solution
The standard range is organised the way the products differ rather than by category label: Mono for a single recessed fitting, Duo for a double, wall lighting for directional and diffused light, and decorative panels and blocks. Each product publishes its dimensions, its height and its price, so the first buyer never has to ask.
Made-to-order is a route through the same catalogue rather than a contact form at the end of it. It states what can be specified — fire resistance, waterproofing, resistance to bending and corrosion — and it states the turnaround, so an architect knows before calling whether the timeline fits the project.
Behind both sits the argument the company actually makes: a portfolio of finished interiors, showing the fittings in rooms rather than on white, and a free consultation request for the projects that need a conversation before a specification.
Results
Both buyers can get what they came for without a phone call: a price and a dimension for the standard range, and a specification and a turnaround for the bespoke one. The custom route is now a page on the site rather than something a customer has to know to ask about.
Made-to-order turnaround
30 days
Tell us what you want to build.
