Biotium
Biotium is a California-based biotech company known for reagents, primary antibodies, and cell stains. Its catalog is large and highly specialized, which made it hard for customers to find and compare products online.
We built an eCommerce platform designed around that complexity, a product catalog customers could search and filter by category, application, and product type. In the 90 days after launch, Biotium saw a 65% increase in sales.
1000+ products on display
Smooth purchase of scientific products
30+ advanced search filters
The challenges
Scientific product names carry dense technical detail, and customers browsing by type needed a fast way to tell products apart without reading a full description first.
Our team addressed this with a custom design system: fonts, color coding, and page layouts built around how these products are actually categorized. The centerpiece is an icon system marking product categories and groups, so customers can recognize a product type before reading a word of the description.
Homepage
The homepage was rebuilt around featured products and a faster path to buying. The hero section highlights key products, and product information sits directly alongside the ordering form and a set of related items from the same category. After the redesign, homepage page views rose 73%.
Advanced search
The catalog holds more than 1,000 products, searchable through 30-plus filters and around 100 search options, by category, product type, or alphabetically. Every product listing includes the technical information customers need to confirm it’s the right one before they buy.
Products page
With a plethora of products, the shopping experience can potentially be lengthy and challenging. The design of the products page comes to the rescue, enabling customers to effortlessly alter the quantity and type of a product during the ordering process. Each product order is neatly bundled with basic information about its group, ensuring the right choice is made, simplifying the path from browsing to purchasing.
Branding UI
Biotium’s products don’t have an obvious visual identity on their own, so we built one around the catalog structure. A color-coding system assigns a color to each product category, carried through the page design so customers can track which category they’re browsing.
Fonts were chosen for readability of dense scientific terminology, and a custom icon set was designed for each product category, so customers can identify a product group visually before reading its name.
Victor Bilandzic
Senior partner, Motava
“Everything they’ve done has been positive. I have no complaints.”
Read full review on Clutch
