Revolutionizing roofing industry workflow through a user-centric digital order management journey


Design and Development


SAP Hybris



A leading roofing manufacturer, renowned for its outstanding products and exceptional customer service, has significantly influenced the roofing industry with a digital transformation centered around prioritizing user experience and adopting a mobile-first approach.


With a rich heritage spanning numerous decades, this company has cemented its reputation as a reliable provider, offering a diverse range of roofing solutions to meet various needs. Whether for residential or commercial projects, its steadfast dedication to excellence and innovation distinguishes it as the preferred choice for contractors, builders, and homeowners alike.


Complex Product Selection Process

Product selection for roofers is intricate due to the stringent technical specifications and customisation needed. Roofing projects demand precise dimensions and materials suited to factors such as climate, building structure, and client preferences. Moreover, the absence of ecommerce adds further difficulty, as roofers often rely on traditional methods of procurement, making it challenging to access and compare products efficiently.

Order Inaccuracies

The tedious process involved in product selection, led to inadvertent product selection errors by roofers. Consequently, this resulted in delays and frustration for both manufacturers and customers. Order inaccuracies caused financial losses for the company, requiring them to cover return costs, while customers experienced project delays, impacting satisfaction and reputation for both parties.

Interactions anchored to a workspace, lacking mobility

Instead of being able to quickly and conveniently place orders from the job site with measurements in hand, roofers were tethered on a stationary location. This limitation not only disrupts the workflow but also increases the time and effort required to complete tasks. Additionally, the inability to check product availability promptly while on the go further exacerbated the challenges faced by roofers.

No Real-Time Order Tracking

The customers encountered difficulties with real-time order tracking, which impacted their ability to efficiently manage projects and provide timely updates to customers. This lack of capability posed challenges in tracking the status of orders, managing inventory, and providing accurate delivery estimates to customers. As a result, the company faced obstacles in ensuring smooth operations and meeting customer expectations.

THE Process
Taking a systematic approach to alleviate pain points

Through strategic approaches, we identified pain points with precision, enabling us to implement tailored solutions that effectively alleviate user frustrations and enhance overall satisfaction

1. Workshop

Through workshops, we delved deeper into the business and customers requirements, seeing it through the lens of stakeholders. This human-centered approach (empathy meets strategy) allowed us to translate data into actionable insights, crafting a solution that propels the company towards new heights.

3. Visual Design

Our design team meticulously analyzed the brand’s identity, strategically using visuals, colors, and typography to create a cohesive and impactful experience. Understanding the nuanced meanings of color, like how red can represent both power and urgency, allowed us to craft a narrative that resonates with users on a deeper level.

2. Wireframes

Our focus was on scalable wireframes with keywords that provide easy navigation throughout the platform. Through our wireframes, we provided the customers in-depth information about the product, the brand, and the measurements for customization which in turn built trust in the consumers’ minds

4. Reiterate and Test

We constantly iterated and tested designs, involving users, designers, and business goals. This ensured we delivered an exceptional experience by continuously seeking the optimal balance.

End-to-End B2B Ecommerce Platform Tailored Specifically for Roofers

To address the challenges faced in product selection and ordering, we implemented an end-to-end B2B ecommerce platform tailored specifically for roofers. This platform streamlines the entire procurement process, allowing roofers to access a comprehensive range of products, specifications, and pricing information in one centralized location.

Seamless User Experience Integrating Advanced Product Selection and Customization

We prioritized user experience by integrating advanced product selection and customization features into their ecommerce platform. This includes intuitive navigation, interactive product catalogs, and customization tools that allow roofers to tailor products to their specific project requirements.

Mobile-First Approach for Flashing Product Customization

Recognizing the importance of mobility in the roofing industry, we adopted a mobile-first approach for flashing product customization. Roofers can now access the e-commerce platform and customize products directly from their mobile devices, enabling them to place orders quickly and efficiently while on the go.

Integrated CDS to Create Accurate Product Diagrams

To enhance the accuracy of product visualization and customization, the company integrated a Configurable Diagram System (CDS) into their e-commerce platform. This feature allows roofers to create accurate product diagrams based on their project specifications, boosting confidence in product selection and customization choices.


The implementation of these solutions has resulted in significant improvements in the roofing product procurement process. Efficiency has increased, user experience has been enhanced, and errors in product selection have been minimized. These improvements have led to cost savings, operational efficiencies, and increased customer satisfaction.

Moving forward, continued focus on innovation and user-centric solutions will be essential to maintain competitiveness and drive further success in the roofing product procurement space.