Overview
From Facelift to Full Transformation
The Grieve Corporation is one of the largest manufacturers of industrial ovens and furnaces — machines used in everything from chemical refinement to finishing paint on cars. Their old site was a mess of poor visual design, repetitive data, and convoluted product pages. They approached Orbit to reorganize and redesign their entire online experience. What started as a slight UX/UI facelift turned into a massive cross-org undertaking from every member of both teams, with extraordinary results.
Discovery
Three Users. Three Needs.
⚙️ Technical Employees
Need model-level specs, dimensions, and technical documentation to evaluate specific oven builds.
💼 Decision Makers
Focused on ROI and brand reputation — need high-level category info and trust signals, not spec sheets.
🤝 Sales Reps
Need fast navigation and clear categories to point potential customers to the right product quickly.
Product Organization
Making 400 SKUs Navigable
The first step in organizing the site was working with Grieve to categorize their ovens. The old site used a vague navigation approach, offering no context around the products until a user reached a specific product detail page — which itself had broad information but nothing specific enough for technical decision makers. We identified two complementary navigation approaches:
Traditional Category Approach
A more familiar category navigation approach — but with added imagery and a range of key technical specs for each category, helping users narrow down their selections before diving deeper.
Product Finder Tool
A detailed interactive oven finder with filters and value sliders. This allowed users to get realistic suggestions based on their specific requirements — dramatically expanding the useful SKU count on the site.
Data at Scale
Bringing Hundreds of Unique SKUs Together
While we avoided creating 400 individual pages, we still needed to account for 400 pages of content. To do this, our design and dev team worked with the Grieve Sales team to create a massive import spreadsheet. This allowed us to bulk-import all model data rather than entering it by hand — saving roughly 10x the content entry time.
Product Detail Page
One Dynamic Page. Every Model.
Rather than 400 individual pages, we built a dynamic PDP template. Through interviews with key Grieve team members, we found that broad oven categories had routine information across models, but lacked the finer model-specific details needed for a purchase decision. Our solution: a three-part dynamic page structure.
Rather than keyword-focused individual pages (which SEO research confirmed had little benefit), this approach surfaced 400 pages worth of content in a fraction of the pages — with all model specs, features, manuals, accessories, and replacement parts toggling dynamically.
Final Designs
Delivered
Results
Just Weeks After Launch
"We've been tracking on Google Analytics, and our activity is double what it was the last 12 months. If you're looking for a partner to help get you where you need to get to, Orbit is the right group."
— Tony Caringella, COO · Grieve CorporationThis project started with a fraction of the final scope, but we worked closely as a team — both Orbit and Grieve — to achieve our goals. Every decision was vetted across teams, and nothing was done as a surprise. Alternate options were often presented as a way to stay in budget, but the end product turned out to be everything Grieve wanted and then some.