Industry
Services
Blue Diamond Attachments manufactures heavy equipment attachments in Knoxville, Tennessee and sells replacement parts nationwide. Online traffic was climbing, but buyers could not find the right part, so they called instead of ordering. We rebuilt the parts store around search, serial number lookup, and a shorter path to checkout, and it shipped in November 2025. In the first full quarter of measurement, monthly online orders grew 53%.
Blue Diamond Attachments has built attachments since 1995 and sells them through a dealer network covering every U.S. state and Canadian province. Parts are different. Parts sell online, direct to the people running the machines, and the old catalog was losing those orders to the phone.
Year
2025 - 2026
Industry
Machinery Manufacturing
Scope of Work
UX strategy, user research, wireframing, prototyping, user testing, QA
Timeline
May 2025 kickoff · launched Nov 2025 · measured Mar 2026
BDA's site traffic was growing, but orders did not follow. The old catalog had no working search, filtering, or sorting. Finding a replacement part meant scanning long text lists, with no clear split between BDA-specific parts and universal products.
Session recordings showed buyers leaving the parts page within seconds, then calling instead. The hardest case, serial-specific replacement parts across many models and revisions, had no online path at all.
Growth in monthly online orders, April to June
Growth in orders per site visit over the same period
Share of online parts revenue driven by organic search
Search
Find the right part faster
Buyers search two ways: by part name or number, or by equipment serial number. Serial lookup pulls the exact model and revision from BDA's business systems and opens an exploded parts diagram. Live results appear after three typed letters, split into parts and categories.
Checkout
Fewer steps to order
Buyers add to cart straight from search results, quantity picker included. Stock indicators (in stock, low stock, call to verify) keep backordered parts on sale. A mini cart and a clear confirmation keep the order moving. When search comes up empty, a quote request and a clickable phone number step in.
Catalog
A catalog that makes sense
BDA replacement parts and universal accessories now live in separate, filterable categories with their own landing pages. Logged-in dealers see their own pricing next to strike-through MSRP. Mobile search opens in a full off-canvas view built for phones in the field.
Every change was tested before it shipped. Session recordings pinpointed where buyers gave up, and persona-based user tests with service managers, equipment operators, contractors, and dealers validated each fix before launch. After launch, live session monitoring caught a checkout bug and we had it fixed within the hour.
Monthly orders up 53% in the first measured quarter.
BDA e-commerce report, Q1 2026
57% of online parts revenue now comes from organic search.
BDA e-commerce report, Q1 2026
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