Turning a complex product range into a simple buying experience
Company
Vertical Spice
Industry
Manufacturing · Kitchen Organization
Service
Website Design & Development
Project Type
E-Commerce Platform
Product
Pull-Out Cabinet Systems
Market
United States
Overview
Vertical Spice designs and manufactures pull-out storage systems for kitchens and other spaces, with products built around different cabinet widths, depths, heights, drawer configurations, and use cases. That makes the product range highly flexible - but it also creates a challenge online.
A customer doesn't simply need to choose a product. They need to know what will fit their cabinet, which configuration they need, and how the finished product will work in their space.
Our focus was to make that decision easier while building an e-commerce experience that could handle a broad and highly configurable product catalogue.
The Challenge
Translating a measurement-driven physical product into a digital shopping experience
Vertical Spice offers a wide range of drawer configurations, dimensions, finishes, accessories, and cabinet applications - spanning multiple depths and widths, with products designed for everything from spice storage to larger containers, refrigerators, bathrooms, and liquor cabinets.
For customers, that can quickly become confusing. A product might look right but still not fit the cabinet.
Which product is right for my space?
The website needed to answer that very practical question as early as possible in the journey.
Our Approach
Designed around product discovery - not product listing
Customers can browse by use, cabinet depth, product type, or best sellers. More importantly, the website provides measurement guidance and a product-selection tool that lets customers enter their cabinet dimensions and identify suitable units.
Before
After
That distinction is important for a manufacturing business where product fit directly affects customer confidence.
Product Experience
A technically detailed catalogue made approachable
Products are presented with the dimensions, capacity, configuration, and intended use customers need to make a decision. Customers can also shop according to cabinet depth, with dedicated options for different installation requirements.
The product selector takes this further. Customers enter the available width, height, and depth of their cabinet, and the tool identifies products that fit those dimensions. Selected units can then be added together, making it possible to plan an entire cabinet rather than purchasing products one at a time.
For a product with this many configurations, that guided experience becomes a key part of the website itself.
Design & User Experience
Make a technically specific product feel easy to buy
The visual direction was built around clarity and the physical product. Strong product photography, clear dimensions, straightforward navigation, and before-and-after examples help customers understand the difference the products make in a real kitchen.
The website also uses installation and measurement content at the right points in the journey, including a short cabinet-measuring video and dedicated installation guidance.
Make a product that is technically specific feel easy to buy.
Manufacturing & Product Credibility
The story behind the product - surfaced in the buying experience
For a manufacturing-led business, the story behind the product matters. The website communicates that the racks are manufactured and assembled in Minnesota, use materials such as HDPE drawers and steel ball-bearing slides, and incorporate patented Flex-Side technology designed to accommodate different jar sizes.
Those details are presented as part of the buying experience rather than buried inside company information - the customer can understand not only what the product does, but also why it is built the way it is.
Trust & Conversion
Reassurance built into every step of the path to purchase
Because customers are purchasing a physical product that has to fit inside an existing cabinet, reassurance plays an important role. The experience brings together customer reviews, before-and-after transformations, installation information, product specifications, guarantees, shipping information, and manufacturing details.
The before-and-after experience is particularly useful because it shows the product's value visually - customers can see the transformation rather than simply reading about organisation and storage benefits.
Technology
The technology works in the background. The interface keeps the focus on the product.
The website is built around a modern e-commerce experience capable of supporting a large product catalogue, configurable product options, customer reviews, educational content, and guided product selection.
The Outcome
A complex manufacturing catalogue turned into an approachable buying journey
Customers can start with a problem - an overcrowded cabinet, limited storage, or difficult-to-reach products - and move through measurement, product selection, installation information, and purchase without needing to understand the entire product catalogue first.
Practical, configurable, space-efficient, and built to solve a real problem.
When a physical product is complex, the digital experience shouldn't be.
We design and develop e-commerce platforms, product websites, applications, AI automation systems, and custom software that make complex products and services easier to understand and buy.