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User-optimised UI & UX design for industrial wholesalers


Boie GmbH decided to relaunch its shop system and approached us with the wish to realise the UX / UI design for their B2B online shop in close cooperation with Intershop. The old Boie online shop needed a new visual appearance with improved functions for business customers.

Boie Logo

UI & UX Design Success Story for Boie

System partner of the industry

The Boie family business was founded in 1868 as a plumber and installation company. Today, Boie GmbH is a technical trading company and is managed by Stefan and Hans Boie in the fourth generation. In their online shop they offer products from the areas of automation, industrial supplies, mechanics and tools. They rely on well-known brands such as SKF, INA, Walter and ACE.

“The new user interface successfully reflects our company and the customer is optimally guided through the shop.”

Dr. Hans Boie, Managing Director of Boie GmbH



Improved usability for the B2B shop


Adobe Xd


Target group



UX Design

UI Design

The goal of Boie:
Better usability for their B2B shop

With the relaunch to Intershop’s e-commerce system, new possibilities arose to guide users to the products with better usability. They wanted to make full use of this potential with the new system and so this had to be rethought in the relaunch process. The wireframes per page type from the Intershop standard were available as a basis and the requirements for a better product structure, as well as a new and better filter option at category and product level.

This resulted in the following tasks for us

  • B2B UX design for the entire customer journey
  • Usability consulting for more effective B2B shopping and more conversions
  • Modern and responsive UI design according to the specifications of the Boie GmbH CI
  • Filter options for a more effective and targeted product search
  • Conceptual design of “My BOIE” for existing customers for optimal ordering
  • UI design creation based on Intershop wireframes in Adobe Xd

From goal setting to implementation - the solutions for the B2B shop

Boie UI design success story

User-optimised B2B UX design for more conversion

In order for B2B customers to have a more efficient shopping experience in the Boie Shop and thus significantly increase conversion in the online shop, we have rethought and optimised the UX design for users. For this purpose, the category pages, product detail pages, the check-out and content pages were given a new structure that guides customers intuitively through the shop.

Usability optimisation – easier filtering and buying

Boie now offers its customers over 200,000 products in its online shop, making good filtering an absolute necessity. Boie’s wish was therefore to set up a new user-optimised filter display to make it easier for the user to search for products. As a usability solution, we developed a filtering on the category pages, which is always at hand as a sticky-slide filtering including an overview. The user can thus easily refine his search on the category pages until his desired product is found.

B2B UI design for the Intershop e-commerce system

Based on the Intershop wireframes, the Boie online shop was given a modern user interface design – the colourful design and colour-highlighted call-to-action buttons catch the eye and lead the user quickly to the desired goal. The uniform colour concept reflects the Boie brand and offers customers better usability in the online shop.

“”Mein BOIE” – more effective shopping for existing customers

In order to grant Boie regular customers a more effective supply chain, an extra area was created for this target group with the personal customer account “Mein BOIE ” to improve just such purchasing processes. Existing customers can make time-efficient purchases with their user account – this is ensured, among other things, by a direct order function, visualisation of product availability and mapping of customer-specific prices. In addition, customers can view the current status of ongoing orders in the “Mein BOIE ” customer account and track deliveries online, regardless of how the orders were placed with Boie, in the shop, by e-mail or by electronic data transfer.

Effective collaboration with Boie & Intershop

Through excellent communication and constant exchange between Boie, Intershop and igniti, the collaboration was a complete success on every level. Agile project management grows with the customer’s needs – through constant further development on the design, we create security and quality for the entire application and thus ensure an optimal user experience.

UI UX design Intershop B2B Boie

The result: a B2B shop with efficiency for all user groups.

Thanks to the relaunch on Intershop, Boie GmbH now has a modern and functional B2B online shop with a visually appealing UX & UI Design. The created design increases the user-friendliness and offers the shop more chances of new customers and a better conversion rate in the future. In addition, customers are very likely to return to the shop again.

In addition to UX & UI design, we also support Boie in the online marketing areas, such as SEO and SEA optimisations for the B2B online shop.

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