The Business Challenge
Specialized Coating Systems offers an extensive range of industrial protective coatings, with products designed for different industries, applications and technical requirements. Customers do not all search for coatings in the same way. Some begin with the industry in which they operate, while others look for a particular coating technology, product category or application method.
With 202 products available, navigating individual product pages was not an efficient way for visitors to explore the range.
The challenge was to develop an intuitive product discovery system that accommodated these different search preferences while helping customers quickly narrow the catalogue to relevant products.
Our Approach
We approached the project as both a product information architecture and user experience challenge. The first step was to organise the product information into a structured dataset. Each product needed consistent classifications so it could be found through several different filtering paths.
This approach separated the product information from the interface and provided a structured foundation for maintaining and expanding the catalogue.
The Solution
KickStart Online developed a custom product filtering system integrated into the existing Specialized Coating Systems website.
The application enables visitors to search the catalogue using several independent or combined criteria:
- Industry Sector: Find coatings associated with specific industries.
- Product Category: Narrow results to primers, topcoats, linings and other product groups.
- Product Technology: Search by coating chemistry or technology.
- Application Type: Identify products using application-related classifications.
- Additional Technical Filters: Refine selections using attributes, drying mechanisms and the number of components.
- Keyword Search: Search products directly by name or relevant terminology.
The interface updates the matching product results as visitors refine their selections. Each result provides a product name, brief description, classification labels and links to the product page and available technical datasheet.
Progressive Product Filtering
A key feature of the application is its ability to combine multiple filters.
The supplied screenshots demonstrate a typical customer journey:
Stage 1 — Explore all the products in General Industrial
The application presents the full catalogue of 162 general industrial coating products.
Stage 2 — Select an Application Type
Selecting Abrasion & Wear Resistance narrows the results to 6 matching products in the example shown.
Stage 3 — Refine by Product Technology
Adding the Polyurea Hybrid product technology reduces the results further to two matching products.
This progressive filtering approach allows customers to explore the product range according to their own priorities rather than following a fixed navigation path.
Key Application Features
Multiple Filtering Criteria
Visitors can combine industry, product category, technology, application and technical characteristics to refine their results.
Dynamic Result Counts
The application displays the number of matching products, providing immediate feedback as filters are applied.
Active Filter Indicators
Selected filters are displayed clearly and can be removed individually, allowing visitors to broaden or adjust their search.
Product Information Cards
Matching products appear in a consistent layout, with concise descriptions and relevant classification labels.
Direct Access to Technical Information
Visitors can navigate to individual product pages or open available product datasheets from the results.
Structured Product Data
The workflow provides a consistent source of product information for the application.
Responsive Interface
The filtering interface is designed to adapt to different screen sizes, accommodating desktop and mobile browsing.
Supporting Product Discovery and SEO
The filtering application forms part of a broader product discovery strategy. We also developed related landing pages organised around industry sectors, product categories, application types and coating technologies. These pages provide visitors with contextual information and relevant entry points into the product range.
The combination of structured landing-page content and interactive filtering supports different ways of discovering products, whether visitors arrive through website navigation or search engines.
Results and Business Benefits
The completed application provides Specialized Coating Systems with a more flexible way to present its industrial protective coatings catalogue. Customers can explore 202 products using criteria that reflect their own industry, technical interests and application requirements.
Rather than manually navigating numerous product pages, visitors can progressively narrow the available products and access relevant product information. The solution also provides a structured foundation for ongoing catalogue maintenance and future expansion.
Project Highlight
202 products. Multiple filtering criteria. One interactive product discovery experience.
A custom-built solution that connects structured product information with an intuitive interface, helping customers navigate a complex technical catalogue.