WISCO Automotive: Elevating
Collision Repair Through
Digital Precision
About the Client
WISCO Automotive becomes an innovative representative of the brand, innovating the area of vehicle repairs as it provides professional-grade paint kits and instruments useful for B2B workshops and well-meaning DIY enthusiasts. WISCO is known for its consistent production of shop-quality results and reliability, allowing customers to confidently tackle collision repair without sacrificing quality. These are engineered for precision in the line of products, and a customer base is further increased by the company’s openness to innovations, simplicity, and trustworthy results.
The Starting Point
Although everyone in the industry appreciates the product quality and technical innovation that WISCO products provide, the digital status of WISCO does not reflect the same standard. The website is now old and non-responsive, failing to underscore the main pillars of the brand—well-known professionalism, innovation, and user empowerment. On the outside, visitors do not stay long enough to learn about the values that WISCO has to offer. The change has also caused some loss in potential conversion from B2B buyers and enthusiastic DIYers.
Our Journey Begins
WISCO approached Esferasoft with a direct request: “Make our digital platform feel as premium as our products.” We needed a complete redesign of the experience—just making it “look good” would not suffice. It had to communicate credibility, educate buyers, and drive conversion across terminal devices. The new digital platform needed to bridge two distinct buyer journeys: professional businesses and consumer enthusiasts, without diluting the brand message.
Discovery & Insights
Through interviews, UX audits, and analyses of user behaviour, we uncovered a few key insights:
1
Visual authority matters. Users would easily and quickly decide about the quality of the product according to its visual polish.
2
The DIYers were looking for learning paths, while the professionals were more interested in efficiency and specification details.
3
Navigation was too generic, failing to guide users to the right tools or solutions for their repair needs.
4
Trust signals that could assure quality to the users, like quality badges, how-to guides, and testimonials, were either absent or underutilised.
Strategy & Planning
With this insight, we based everything on four principles:
Sales
Enablement
Develop straightforward user flows that guide customers on a journey of confidence from the landing page to purchase.
Brand
Credibility
The use of typography, layout, and visual hierarchy will reflect WISCO’s premium and professional message.
Segmented Buyer
Journeys
Create tailored pathways towards relevance and personalisation, specifically for business clients versus DIY users.
Mobile
Responsiveness
Build with a mobile-first approach to capture users making decisions and shopping on the fly.
Execution & Innovation
Conversion-Driven Design
We created dynamic landing pages alongside simpler navigation structures and high-impact product visuals for increased engagement and clarity.
Branding Authority Statements
There was strong, clean, confident visual language that could be used—bold typefaces, modern colour palettes based on trust (blues and greys), and messaging giving clear indications of professional-grade qualities.
Experience Individuality
Separate funnels were developed for B2B buyers (bulk orders, quotations, and product specification sheets) and DIYers (how-to-create content, level-of-difficulty kits, and tool bundles), ensuring that each visitor feels recognised and catered to.
Interactive UI Elements
Micro-interactions and hover states were bringing depth and clarity to user behaviour while steering them subtly toward calls to action and educational content.
The Roadblocks We Overcame
Ageing infrastructure not only required smashing down and rebuilding but was also needed to have site speed, SEO friendliness, and a secure checkout incorporated into it.
Working on copy and visual designs was necessary to integrate both professional and DIY elements seamlessly on the same platform.
We simplified complex products' representation while maintaining technical credibility through progressive disclosure in product cards and content modals.
The Outcome
After its launch, the measurable outcomes delivered by the WISCO excitation through digital experience included:
Lower bounce rate from easy navigation and visual appeal.
Increased conversion rates across both B2B and DIY user paths.
Time on site has doubled, with users engaging more deeply with product details and educational content.
Customers find the new site "professional", "trustworthy", and "confidence-inspiring to purchase".
Turning Vision into Velocity
WISCO’s makeover is not just aesthetic; the transformation is fundamentally digital, corroborating WISCO’s mission of empowering confident repairs and building trust at every touchpoint. With that spirit, Esferasoft empowered WISCO to convert its digital shop into an engine of trust and revenue, parallel to the precision of the products it represents.
