Making a complex product catalogue work by sector
Sonardyne serves specialist markets with a deep technical product range. We reorganised the experience around the sectors and problems customers recognise, making complex capability easier to explore.
- Client
- Sonardyne
- Sector
- Marine technology
- Relationship
- Digital transformation
- Services
- Discovery · Information architecture · UX and UI design · Web development
Sector
Led
Connected
Catalogue
Deeper
Integration
Faster
Performance
01 / the problem
A deep product catalogue organised around the business, not the buyer.
Customers from different sectors needed different routes into the same underlying technology and expertise.
The previous structure made products and supporting content difficult to navigate, while marketing systems weren't connected deeply enough to the website.
- 01 Support multiple technical sectors
- 02 Make products easier to find
- 03 Connect related expertise and content
- 04 Integrate marketing workflows
02 / the solution
Sector-led navigation for a highly technical catalogue.
We mapped the product and content model around customer sectors, giving each audience a more relevant starting point without duplicating the underlying catalogue.
A custom WordPress system connects products, applications and resources, while deeper marketing integrations support the journeys beyond the website.
what we delivered
The work behind the result
Sector-led architecture
The detail work that lifts the product above its spec.
Product content model
The numbers that matter, visible while they can still change decisions.
Application journeys
A clear route from first visit to a qualified enquiry.
Related resource system
Structured content the team can publish without a developer.
Marketing integrations
Connected cleanly to the systems the business already runs on.
Performance-focused build
Interface and identity work that gives the product its feel.
03 / the result
Technical depth without the navigation burden.
Customers gained clearer sector-based journeys, Sonardyne gained more flexible content management and the website now connects more effectively with its wider marketing stack.
“It has been a pleasure working with you… we are really pleased with the site and how it has positively impacted our leads and customer support funnels.”
