Web Replatform & AI Powered IDP Redesign

Replatform scope & process

Cole‑Parmer’s CMS and search platform had aged beyond support. The site needed:

• A modern CMS
• AI‑driven search and merchandising
• Smarter faceted navigation
• Redesigned item detail pages
• Scalable content architecture
• Zero downtime or revenue loss during transition

This was not a simple redesign, it was a full ecosystem rebuild.

Owning UX, CMS, and AI strategy end‑to‑end

I served as the primary decision‑maker for UX, CMS structure, search logic, merchandising rules, and AI widget configuration. My leadership focused on:

• Establishing a unified UX vision across seven sites
• Guiding engineering through CMS template development
• Coaching junior designers through complex scientific UX patterns
• Aligning product managers on boosting, burying, and merchandising logic
• Ensuring scientific accuracy in filters, facets, and product attributes
• Maintaining stability and revenue continuity throughout migration

Multi‑disciplinary leadership, not just UX design.

I led and executed the full replatform scope:

• Sole point of contact for all CMS structure and site architecture
• Coordinated CMS and front‑end development with backend discovery systems
• Launched the new CMS with zero site interruption
• Guided product managers on merchandising complex scientific equipment
• Built and maintained all AI‑powered widgets using attribute‑driven logic
• Configured search synonyms, redirects, and relevance rules
• Reported on performance and iterated post‑launch
• Bloomreach AI platform specialists

Prioritizing scientific decision‑making

I redesigned the item detail page hierarchy to reduce friction for buyers of complex scientific equipment. The new architecture:

• Prioritized purchase‑critical information above the fold
• Structured specs, documentation, compatibility, and certifications clearly
• Created a guided journey through all supporting content
• Integrated AI‑powered cross‑sell and upsell modules
• Reduced cognitive load for technical buyers

The result was a cleaner, more intuitive decision flow that increased cart size and relevance.

Prioritizing scientific decision‑making

I redesigned the item detail page hierarchy to reduce friction for buyers of complex scientific equipment. The new architecture:

• Prioritized purchase‑critical information above the fold
• Structured specs, documentation, compatibility, and certifications clearly
• Created a guided journey through all supporting content
• Integrated AI‑powered cross‑sell and upsell modules
• Reduced cognitive load for technical buyers

The result was a cleaner, more intuitive decision flow that increased cart size and relevance.

Cross‑sells, upsells, and compatibility logic

I designed and configured three AI‑powered widget zones:

• Buy It Together
• Customers Also Viewed
• Frequently Bought Together

Each widget used dynamic logic based on:

• Product attributes
• Compatibility
• Category‑level rules
• Business priorities
• AI relevance scoring

These modules surfaced the right accessories, alternatives, and complementary items driving a 400%+ increase in widget revenue.

AI‑driven filtering for scientific buyers

I led UX for the AI‑powered facet system, designing a dynamic left‑rail architecture that adapted based on:

• Category context
• AI relevance scoring
• Attribute importance
• Scientific accuracy

Key improvements:

• Intelligent facet collapsing
• Boosting critical attributes
• Burying irrelevant or low‑value facets
• Reducing zero‑result searches
• Improving filter usability for complex equipment

This system gave users every tool they needed to find the right equipment quickly and confidently.

Bringing the right products and facets to light

I configured and optimized:

• AI‑driven search relevance
• Synonyms and redirects
• Boost/bury rules
• Attribute‑based merchandising
• Category‑specific logic

This resulted in a 29% increase in search revenue metrics.

IDP AI widget integrations

The IDP widgets and redesign delivered measurable improvements across the entire ecommerce ecosystem:

• 400%+ increase in algorithmic widget revenue
• 40% increase in click‑through rate
• 25% increase in average cart size
• 29% increase in search revenue
• Zero revenue disruption during migration
• Scalable CMS architecture across 7 sites and 4 languages.

This project modernized Cole‑Parmer’s digital experience and established a foundation for future AI‑driven UX innovation.