Haas Tooling

Overview

Haas Automation is one of the world’s largest manufacturers of CNC machines. I lead the end-to-end design of their Tooling webshop, managing a small design team and collaborating closely with stakeholders to deliver a seamless, conversion-focused e-commerce experience.

The Challenge

Industrial e-commerce presents unique UX challenges: machinists and procurement teams need highly technical specifications, compatibility checking, and precise product comparison — all while maintaining the speed and simplicity expected of modern online shopping.

My Role

As lead UX/UI designer, I’m responsible for full-stack designs and all major UX/UI decisions — from research and strategy through interface design and prototyping, all the way to presenting final solutions to ownership:

• UX research
• UX designs and wireframes
• UI screens
• Prototyping

Design Approach

Deep collaboration with machinists and procurement professionals revealed that the existing system forced too many clicks to find critical specifications. The redesign focused on surfacing key data upfront while maintaining access to full technical documentation. A comprehensive design system was built with components specific to industrial product presentation.

Outcome

The redesigned experience reduced time-to-purchase significantly while increasing average order value through better cross-selling of compatible tooling accessories.