tRADE ACCOUNT SIGNUP

Client: Belami Ecommerce

Role: UI Design, Front-End Development, Collaboration

PROJECT BACKGROUND

In the spring of 2024, Belami Ecommerce was preparing for the International Builder's Show (IBS). It was their first major appearance with new parent company, SKYX. Because IBS draws a large contractor audience, Belami Ecommerce wanted to make the most of the opportunity by promoting the company's trade program and encouraging signups on-site with limited-time incentives. Our goal: make the signup experience look modern, friendly, and easy to complete.

The redesigned page was featured prominently on a large screen at our trade show booth and it worked exactly as intended. Visitors interacted with it throughout the event, and our team saw multiple signups happening in real time. Belami Ecommerce has continued to use the updated version, and afterwards expanded the design to several of their web properties.

BEFORE

The existing trade signup page wasn’t setting us up for success… It had:

No imagery or visual appeal
No mention of our trade offers or incentives
A long, cluttered form that looked time-consuming and intimidating

We needed to transform this page into something that felt inviting, trustworthy, and quick to complete, while still working within the technical limitations of our existing web platform.

PROCESS

- The first step was to reduce the number of fields and restructure the flow into a simple three-step signup process. Each step felt manageable, helping users see progress instead of a daunting form. While I would have preferred to merge some fields (like first and last name), our platform required them to remain separate. I focused on making the layout feel clean and balanced despite those constraints.
- Next, we added short, clear copy about the value of joining our trade program, emphasizing exclusive benefits and our years of experience in the industry.
- Third, we introduced imagery and featured our trade support agents to humanize the experience and show that real people were ready to help.
- Last, we insured that all the great new content we created was responsive and easy to navigate, no matter the screen size.

RESULTS

Two employees standing in front of a large digital screen at a trade show.

cONCLUSION

This project was especially rewarding because it gave me the chance to collaborate with teams I hadn’t worked with before and to experience how much stronger a solution can be when everyone’s expertise comes together. The redesign made our signup experience more approachable and effective for users, and also had a visible impact at the trade show and beyond. This one is a reminder of how good collaboration and thoughtful design can make a lasting difference.

Trade Account Signup