B2B webshop for ALGE-TIMING

Designing a flexible platform for distributors

With Antiloop, I designed a modular B2B shop and sales tool that makes it easy for ALGE-TIMING’s distributors to present, sell, and order complex timing solutions.

Facts

Client
ALGE-TIMING GmbH
Commissioned by Antiloop

Team
Wolfgang Alge
Alexander Hämmerle
Alexander Pöll
Florian Völker
Gerold Böhler
Hakan Emik
Emanuel Jochum

My role
User experience strategy
User experience design
User interface design

Year
2022

Data management platform
Pimcore

Sector
Sports timing solutions, B2B services

Challenge

ALGE-TIMING builds precise electronic timing systems for sports events and training, with a huge product pool – more than 3,000 products delivered through a network of over 60 distributors in 40 countries.

But the old digital shop was confusing: Distributors struggled with unclear product structures, too many possible combinations, and orders often needed manual fixes afterwards. There was no clear UX to support sales or marketing either.

Together with ALGE-TIMING, we set out to build a clean, mobile-first B2B shop and sales tool – with a strong data backbone and a UX that works in real-world sales conversations.

The webshop homepage acts as a clear entry point for products, sports, solutions, and services, giving distributors a quick overview.

The product finder flow shows how users move from the homepage to a product overview, dive into details, and compare different variants.

Approach

The process started with joint workshops to map and structure the entire requirements. We ran interviews with distributors to hear what slowed them down in the initial workflow – from missing specs to unclear ordering logic.

Using this input, we developed user journeys for browsing, quoting, bundling and ordering. Sitemaps and priority guides made sure the right information shows up first. The final design is modular, responsive and keeps ALGE-TIMING’s technical feel but makes it light and friendly to use on desktop and mobile alike.

The competitive audit visualizes how industry players structure their websites, providing benchmarks for navigation and product presentation.

This workshop exercise defined ALGE-TIMING’s brand personality and translates it into clear brand filters that guide all content and design choices.

Some questions that shaped the work

How can distributors present complex product bundles simply?

We built product groups and bundles around real-world sports scenarios. This way, a distributor can walk a client through options step by step – whether on site or on a trade show floor – using the shop as a live sales tool.

How can we avoid manual adjustments after orders?

The new data structure connects every product, accessory, and combination rule in one clean system. That means fewer mistakes during orders and less admin work for ALGE-TIMING’s support team.

How does the shop also work as a marketing channel?

The platform acts as a showcase, a product solution builder and a sales presentation tool all at once. Distributors can share specs, generate leads and place orders on the spot – all in one system.

This main navigation concept presents a version used for testing with distributors to check if the categories and paths make sense.

The priority guides show how we shaped the design with real content first – focusing on clear, mobile-first structures.

The product overview page displays all products in a clean grid, with filters and sorting tools that keep browsing smooth and efficient.

Result

The new B2B shop does more than just process orders. It’s a clear digital window for ALGE-TIMING’s product expertise and makes it easy for partners to show, configure and sell solutions.

Distributors now use it as a catalog in customer meetings, on-site demos or at sports events – with a clean interface that works just as well on a phone.

The structured product pool and bundles help explain complex solutions simply, while the clear ordering flow means no more manual work after checkout. That frees up the team to focus on what really matters: innovation and service.

On top of that, the shop supports marketing directly, helping distributors reach new customers and pitch solutions confidently, without extra overhead.

The mobile screens show how easy it is to place an order step by step, keeping the process short and clear for busy distributors.

The sports solutions flow illustrates how distributors navigate from the main menu to sports overviews, dive into a specific sport, and find tailored product solutions.

The News & Events section appears consistent across mobile and desktop, keeping distributors up to date.

What I contributed

• User research

• UX concept

• Information architecture

• Prototyping based on priority guides

• UI design

• Support during implementation and refinement

Worth a mention

When you build technical B2B tools for a specific group of people, listening is everything. The biggest win was turning a complex product pool into a simple, mobile-first experience that supports daily sales conversations – worldwide.

Want to turn complex products into simple sales tools?

Simple is beautiful