Reducing Buying Friction and Improving Conversion paths for AGS’s solar energy E‑Commerce Website
Reducing Buying Friction and Improving Conversion paths for AGS’s solar energy E‑Commerce Website
Reducing Buying Friction and Improving Conversion paths for AGS’s solar energy E‑Commerce Website
B2B/B2C E-Commerce, Solar Energy, Conversion
B2B/B2C E-Commerce, Solar Energy, Conversion
B2B/B2C E-Commerce, Solar Energy, Conversion
Role
Product Designer
Scope
B2B/B2C E-Com Redesign, Product Decision Flows, Checkout Architecture, Conversion Optimization & Rebranding
Timeline
Dec 2023 - March 2024
Client
AGS International, Dubai, UAE
AGS International is a solar/energy products company that sells solar panels, batteries, inverters and related services like project planning, installation and support, mainly in Dubai/UAE. Their current/old site at ags.ac was a basic, catalogue-style marketing site that does not fully support a modern, high-intent B2B/B2C buyer journey. I redesigned AGS International’s web experience into a full e-commerce and decision-support platform.
AGS International is a solar/energy products company that sells solar panels, batteries, inverters and related services like project planning, installation and support, mainly in Dubai/UAE. Their current/old site at ags.ac was a basic, catalogue-style marketing site that does not fully support a modern, high-intent B2B/B2C buyer journey. I redesigned AGS International’s web experience into a full e-commerce and decision-support platform.
01. Home Page ( Before & After )
Turning a Static Catalogue into a Decision-making platform
Turning a Static Catalogue into a Decision-making platform
Old site didn’t help high‑intent B2B/B2C buyers choose or act. It was just a basic, product listing marketing site with
Vague value proposition and generic copy
Scattered information, Hierarchy & messaging
Limited guidance for choosing the right products
Hero section is designed to anchor AGS with a clear promise and a direct product exploration path.
The new IA was structured around how people shop and action-led sections were designed to cater real user goals.
Old site didn’t help high‑intent B2B/B2C buyers choose or act. It was just a basic, product listing marketing site with
Vague value proposition and generic copy
Scattered information, Hierarchy & messaging
Limited guidance for choosing the right products
Hero section is designed to anchor AGS with a clear promise and a direct product exploration path.
The new IA was structured around how people shop and action-led sections were designed to cater real user goals.
02. Product Page ( Before & After )
Capacity Decision Engine
Capacity Decision Engine
Introduced switchable capacities, compatibility matrices, "Download Datasheet," Expandable specs, with Buy Now/Add to Cart CTAs
Introduced switchable capacities, compatibility matrices, "Download Datasheet," Expandable specs, with Buy Now/Add to Cart CTAs
03. Cart & Checkout Flow ( Before & After )
Ensuring accuracy and ease for a smooth checkout experience
Ensuring accuracy and ease for a smooth checkout experience
Clarifying cost, VAT, and delivery up front, new checkout flow balances transparency and reassurance.
Cart: product images, names, quantities, line totals, and overall total
“Ready to place your order? Let’s make sure everything’s right.” microcopy
“Your info” section with full delivery and contact fields plus note about invoice and order tracking via email
Checkout info: Subtotal, Shipping and handling, VAT 5%, Grand Total
Actions: “Checkout securely” and “Pay on delivery”
Clarifying cost, VAT, and delivery up front, new checkout flow balances transparency and reassurance.
Cart: product images, names, quantities, line totals, and overall total
“Ready to place your order? Let’s make sure everything’s right.” microcopy
“Your info” section with full delivery and contact fields plus note about invoice and order tracking via email
Checkout info: Subtotal, Shipping and handling, VAT 5%, Grand Total
Actions: “Checkout securely” and “Pay on delivery”
03. Additional Functionalities
Compare Batteries - Side by Side Spec Comparison
Compare Batteries - Side by Side Spec Comparison
Up to 4 batteries compared on price, brand, model, capacity, voltage, current, warranty. Save/Print/Share results
Up to 4 batteries compared on price, brand, model, capacity, voltage, current, warranty. Save/Print/Share results
04. Additional Functionalities
Connect Batteries – System Builder
Connect Batteries – System Builder
Battery -> Inverter/ Solar Panel compatibility checker with specs table (model/capacity/warranty). Visual pairing confirmation
Battery -> Inverter/ Solar Panel compatibility checker with specs table (model/capacity/warranty). Visual pairing confirmation
05. Additional Functionalities
Calculate Runtime – Power Needs
Calculate Runtime – Power Needs
Select battery -> Add home appliances (AC, fridge, lights) -> Instant Runtime + Cost estimate. PDF export for proposals.
Select battery -> Add home appliances (AC, fridge, lights) -> Instant Runtime + Cost estimate. PDF export for proposals.
06. Additional functionalities
Introducing Seamless Warranty Registration : Post‑Sale Lock‑In
Introducing Seamless Warranty Registration : Post‑Sale Lock‑In
Seamless cross‑device flow captures service data, turning one‑time purchases into service relationships.
Seamless cross‑device flow captures service data, turning one‑time purchases into service relationships.
07. The Results
Solar Sales Conversion at Scale
Solar Sales Conversion at Scale
✔ Transformed marketing catalog into B2B‑ready ecom, reducing decision friction with improved product exploration for high‑value energy purchases while positioning AGS as UAE solar authority with strengthened brand identity and customer-friendly functionalities.
✔ Transformed marketing catalog into B2B‑ready ecom, reducing decision friction with improved product exploration for high‑value energy purchases while positioning AGS as UAE solar authority with strengthened brand identity and customer-friendly functionalities.
