Case Study
AllG Fabrication
Moving a 30-year manufacturer from catalog-and-call ordering to true e-commerce — traffic up nearly 500%.
- Client
- AllG Fabrication (Argyle, TX) — founded in 1987 as Advanced Lightning Technology, manufacturing for wireless carriers, lightning protection and grounding systems, and custom fabrication
- Role
- Lead UX Designer & Brand Designer
- Timeline
- Jan 2020 – Jul 2020
- Team
- AllG's internal tech team (development) and Bella Group (creative & marketing)
The Challenge
AllG sold through a traditional catalog shopping experience: browse a product list, then contact a sales rep to actually buy. The mandate was to redesign the website as a modern e-commerce experience — one that had to run on the company's custom ASP.NET framework and be built by their internal tech team.
I led brand design, wireframing of the new site, prototyping, and all UX/UI design, research, and testing.
What I Did
01 Brand Design
A manufacturer with three distinct competencies — wireless-carrier manufacturing, lightning protection systems, and custom fabrication — needed an identity that presented them as one modern company online.
Led the brand design for the new site, working alongside Bella Group on the broader creative and marketing effort — an identity system carried through print, fleet, and the web under the tagline “Nothing is impossible.”
02 From Catalog to Storefront
Products lived in a catalog structure that assumed a sales rep would close every sale.
Wireframed the new site's architecture from scratch, restructuring the product lines into a browsable, purchasable e-commerce experience.
03 Prototype, Test, Hand Off
The build would happen on a custom ASP.NET framework by AllG's internal team — the design had to be validated and unambiguous before a line of code was written.
High-fidelity Adobe XD prototypes, backed by UX research and testing, carried the design through stakeholder sign-off and into development.
How It Was Validated
- UX research and usability testing across the redesign
- High-fidelity Adobe XD prototype used for sign-off and developer handoff
The Outcome
The redesign turned a contact-a-rep catalog into a self-serve storefront: visitors can now complete 100% of their purchases online, traffic surged nearly 500%, and the business grew roughly 15% in revenue in the first year after launch.
The Brand in the Wild
