Lascal
Lascal is a Swedish manufacturer of baby safety gates, pushchair ride-on boards and front carriers, sold in more than forty countries through local retailers. I redesigned the whole storefront. It had to do a job most shops never have to do: convince someone completely, then hand them to a shop it does not own.
The problem
The client arrived with a site that had aged badly. The route to a product ran through a category structure that made sense inside the company and nowhere else, and the filtering people needed to narrow it down was the part they gave up on. Customer reviews said so plainly — and the complaints were about the site, not the products.
Underneath that sat a structural problem. Lascal manufactures; retailers sell. A visitor could finish reading, decide they wanted a BuggyBoard, and still have nowhere obvious to go. Every country has a different set of shops behind it, so “where do I buy this” is not one answer — it is forty.
How we approached it
Structure before skin. Every page and every state was wireframed first, tested, and only then dressed — so arguments about hierarchy happened while they were still cheap to settle.
The site splits into two routes. People who know what they want go straight down the product path: families in a rail that never moves, a product page that answers the questions support was fielding by hand, and a way out to a shop that stocks it. Everyone else gets the editorial side — what these products are for, how to pick one, why the safety details matter.
Finding a retailer stopped being a footer link and became a destination. It sits on the product page next to the colours, because that is the moment the question actually gets asked.
Result
Sales improved, and the product page is where it came from — colours you can see and compare before you commit, objections answered on the page instead of by email, and a retailer within one click of the decision.
The blog turned into an acquisition channel. Built as a publishing surface rather than a news page, it gave the client’s team a structure they could fill without a designer — article layouts, related posts, room for the headings and copy search engines read. New visitors started arriving through Google on the questions the products answer, rather than only on the brand name.
Structure first
Wireframes for every page and state, then A/B tests, then the interface.
Homepage and catalogue
Product page & Cart
The page that had to do the selling. Colours up front, where the choice is actually made. The nine questions support kept answering by hand turned into a panel you click through. Reviews in the page rather than behind a tab, the owner manual where an owner would look for it, and the accessories that make the product worth more.
Where to buy it
Lascal sells through other people’s shops, so the site’s job is to end the visit at the right one. Pick a country, get the shops that actually stock it — online, on a map, and with the local distributor named, because for a spare part that is who you need.
Content and search
The blog is the part the client’s team runs on their own, so it had to be a structure they could fill rather than a layout someone has to redraw each time. A heading order search engines can read, images that break up the argument, related posts that keep a reader who arrived from Google moving toward a product.
Asking for reviews properly
Bad reviews were part of the brief, so collecting good ones had to cost the customer nothing. A rating, a name, a few words — and a confirmation that closes the loop instead of leaving them wondering.
Mobile
Designed alongside the desktop rather than squeezed out of it — most of this audience is holding a child in the other hand.
