Air-Tite Products

eCommerce UX Strategy
User Experience Strategy
Persona Development
Customer Journey Mapping
Low-fidelity Prototyping
Information Architecture


Air-Tite Products has been supplying the Veterinary, Human Health, and Laboratory market with high quality disposable and reusable hypodermic products since 1926. The company had used its public website to market, sell, and fulfill orders using the ASP .NET Storefront CMS. In 2018, we worked with Air-Tite to help define a vision for a more modern, intuitive, and customized online shopping experience.

Delivering excellent user experience is largely a result of substantial, thorough planning. It requires us to understand our end users truly, empathize with their unique requirements, and craft a solution that meets those needs in a positive, memorable way. Our role in this engagement included:

  • Mapping out current state user flow, processes and site features
  • Creating existing and proposed information architecture diagrams/site maps
  • Preparing base user profiles with high-level needs and priorities
  • Developing detailed personas for six unique personas, detailing key differentiators, personalities, content requirements, and tone
  • Building out a low-fidelity, responsive, interactive prototype depicting key screens based on overall site redesign objectives

Engagement details

This project involved digging deep to understand the business objectives while tempering them with the various needs of the site audiences.

A notable learning experience for us here was client education regarding empathizing with users through persona development. Unless a client has experience working with personas, it can often be a difficult concept to grasp.

As the audience segments began to materialize and became more "human," though, the client immediately began to see the merit in this exercise.


Information architecture
Axure RP
Low-fidelity prototyping
User flows and personas

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