Connecting specialist expertise with a better digital buying experience.
AFT International supplies machinery, materials and workshop solutions to orthopaedic and podiatry professionals worldwide. Its offering spans individual products through to complete workshop planning, installation and support.
We brought fresh expression to its established brand through a redesigned website, combining distinctive UI design with clearer content and customer journeys. Alongside this, we built a B2B ecommerce platform connected to AFT’s business systems.
The priority.
Bring AFT’s digital presence up to the standard of its expertise.
An ageing website no longer reflected the breadth, quality or ambition of the business. AFT needed a contemporary experience that brought its brand to life while helping different audiences understand its capabilities and find relevant products.
The experience also needed to support established customers purchasing from a substantial technical catalogue, with pricing and order information managed through AFT’s existing systems.
Our approach.
We connected a fresh visual expression of AFT’s brand with a clearer understanding of its customers.
Audience profiles, key narratives and user journeys informed the content and website structure. UI design translated that foundation into a contemporary experience, giving AFT’s products, people and specialist expertise greater presence.
Alongside the website, we defined the requirements for a dedicated B2B ordering platform, aligning the customer experience with AFT’s operational processes.
The work.
A contemporary expression of an established brand.
Website UI design was a central part of the project. We evolved the way AFT’s existing identity appeared digitally, using typography, colour, imagery and page composition to give the brand a stronger, more contemporary presence.
The design brought greater prominence to its products, people and specialist expertise. Clear visual hierarchy and consistent layouts made detailed technical content more approachable, balancing the character of the brand with the practical needs of professional buyers.
We carried this design into a multilingual website, with distinct routes into workshop equipment, materials, sector-specific solutions and services.
Content and journeys built around customer needs.
We developed audience profiles, key narratives and user journeys to organise AFT’s extensive offering.
The strategy brought machinery, materials, workshop solutions and supporting services into a clearer structure. Website copy connected technical capabilities with the needs of practitioners, technicians, educational institutions and healthcare organisations.
Visitors could explore relevant capabilities, access resources and move towards an enquiry or the webstore.
A B2B ecommerce platform for professional purchasing.
We designed and built a dedicated platform around the requirements of AFT’s business customers.
The experience brought together catalogue navigation, product search, product information, customer accounts and ordering. It distinguished between visitors exploring the range and authenticated customers accessing pricing and purchasing functionality.
Connected to the systems behind the business.
The ecommerce platform connected with AFT’s ERP to exchange product, customer and order information, with the ERP remaining the source of pricing data.
This aligned the online buying experience with established business processes and customer pricing arrangements, rather than creating a separate catalogue and order-management workflow.
Practical tools for the AFT team.
The website used reusable templates and structured content for areas such as materials, workshop equipment and resources.
We also delivered website-management training, covering content updates, multilingual editing and publishing workflows, giving AFT’s team the tools to maintain the site.
The result.
AFT gained a contemporary digital presence that better reflects the quality and breadth of its business, alongside a dedicated B2B platform connected to its core systems.
The website brings renewed expression to the brand and gives different audiences clearer routes into a complex offering. The ecommerce platform supports account-based purchasing, connecting that experience with the practical requirements of doing business with AFT.
Together, they provide a stronger foundation for serving prospective and established customers—from first impressions and product discovery through to placing an order.
Let’s discuss your priority.
Connect your brand, marketing and digital experience around the result you want to achieve.