Web Replatform & AI Powered IDP Redesign

Cole-Parmer’s e-commerce CMS and search platform had aged beyond update. A full overhaul to AI driven search, smarter merchandising, facet integration, and redesigned item detail pages without revenue disruption.

Company

Antylia Scientific / Cole-Parmer

My Role

UX Strategy & Design Lead

Platform

Bloomreach CMS

Scope

7 sites, 4 languages

400%+

Increase in IDP algorithmic widget revenue

40%

Increase in click-through rate

25%

Growth in average cart size

29%

Increase in search revenue metrics

The Problem

Cole-Parmer’s CMS and search platform had aged beyond update. The site needed an overhaul to AI driven search, smarter merchandising, facet integration, and completely redesigned IDPs all without revenue disruption during the transition.

My Role

Often solely, I led all UX strategy and design direction, CMS work, site search, category, facet, and AI widget merchandising. I worked embedded with IT, junior designers, and the Bloomreach AI platform team from initiation through final QA.

Redesigned item detail page architecture with AI-powered widget zones

Responsibilities

Replatform scope & process

Consisting of completely new search, merchandising, AI widgets, and new SEO content was managed, led, and executed by me in close collaboration with product managers, IT, marketing, customer service, SEO teams, and analytics.

Sole point of contact to delegate and create all site structure in the new CMS
Embedded with engineering to coordinate CMS and front end with discovery backend connections
Successfully launched new CMS without site interruption or revenue disruption
Guided product managers to boost, bury, and merchandise complex scientific equipment within search results and IDPs
Created and maintained all widgets with AI algorithms using filters and attributes to align results to customer needs
Reported on site metrics and iterated on widget performance post launch

IDP Architecture

Redesigning the item detail page

I guided the restructuring of the IDP page hierarchy to prioritize the purchase decision and keep key product information above the fold. Redesigning the journey along the IDP presented customers a clear path through all content, such as full specs, documentation, related products, cross and upsells that help complete a purchase.

The new IDP architecture reduced decision friction for buyers of complex scientific equipment, where specs and compatibility are critical purchase drivers.

AI Widget Design

Buy It Together, Also Viewed, Frequently Bought

Working within the Bloomreach CMS, I designed the logic and layout for three new AI-driven widget zones on the IDP: Buy It Together, Customers Also Viewed, and Frequently Bought Together. Each widget is a dynamic product module that surfaces items needed with the current product, as well as similar upsell comparisons. Each widget had global and category level specifications to cater to specific business needs.

Faceted Navigation

AI driven facet system

I led UX for the AI driven facet system, designing a dynamic left rail filter architecture that adapted its available facets based on category context and AI relevance scoring. Filters collapsed intelligently, and where algorithms fell short I boosted needed facets and buried superfluous ones so users could filter by the most common and necessary attributes.

Designed facet logic for 40,000+ SKUs across complex scientific equipment categories
Built boost and bury rules to surface commercially important products in results
Configured AI driven synonyms and search redirects to reduce zero result searches