Digitizing a $1.74T industry: How we transformed brick catalogues into conversion platforms

Artyom Dovgopol, Founder of Toimi

In industries like brick manufacturing, complexity isn’t a barrier — it’s raw material. Our job is to shape it into a digital experience that feels simple without losing any of the detail.

Key takeaways👌

Brick manufacturing websites face unique challenges. They aren’t just online brochures — they have to manage thousands of SKUs, multiple collections, technical specs, and ordering flows for both retail customers and distributors. Add in pallet-based logistics, complex product variations, and the need for clear visualization, and you get one of the most demanding eCommerce environments in heavy industry. 

At the same time, the global brick market — valued at $1.74T in 2024 and projected to reach $2.36T by 2034 — is under increasing pressure to digitize, with most competitors still relying on outdated catalogues and manual order flows. This gap makes digital-first platforms not just a convenience but a competitive advantage.

When we took on this project, our goal was to rethink the digital experience from the ground up:

• make the catalogue intuitive for any visitor, whether an architect, contractor, or homeowner;
• build ordering tools flexible enough to handle both pieces and pallets;
• design product cards that feel as helpful as a live consultation;
• and create a responsive design system that works across every device.

The case shows how we transformed a complex, traditional product line into a digital catalogue that sells, informs, and scales.

TL;DR: Brick Manufacturing Website Redesign

• Industry analysis. We aligned the redesign with a $1.74T global market facing outdated digital presence, poor UX, and rising demand for configurators — turning industry gaps into a competitive advantage.
• Deep competitor analysis. Reviewing 40+ industry sites helped us identify best practices and avoid common UX pitfalls.
• Catalogue as the core. Product navigation, filtering, and ordering were rebuilt to prioritize clarity and speed.
• Ordering logic simplified. We introduced pallet-based ordering alongside piece counts — a feature tailored for distributors.
• Product cards that convert. Each card was designed to replicate a live consultation: clear specs, real-world photos, and interactive animations.
• Design system built for scale. A unified UI kit (grids, typography, icons, color palette) ensured consistency and adaptability.
• Mobile-first thinking. Filters, catalog navigation, and one-hand interactions were optimized for construction professionals on site.

The result: a catalogue platform that combines industrial precision with modern usability.

Industry Analysis

Before redesigning, we grounded the project in the realities of the brick market. Globally, the industry is valued at $1.74T in 2024 with steady growth projected to $2.36T by 2034, yet digital adoption remains behind other construction sectors. Many manufacturers still rely on static catalogs, outdated UX, and manual ordering flows — gaps that frustrate customers and limit sales potential.

Key observations from the market study included:

• Digital lag: most competitor websites lacked real-time stock, configurators, or mobile-first interfaces.
• Weak engagement: average session times under one minute signaled poor product storytelling and low buyer confidence.
• Untapped opportunity: only a few players, like Braer, invested in content and UX that translated into measurable traffic and conversion gains.

This analysis confirmed the opportunity: a well-structured, conversion-oriented platform could not only modernize a single manufacturer’s presence but also set a benchmark in a sector still catching up with digital transformation.

At the same time, when zooming in on the U.S. market, we saw additional growth signals.

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Before touching a single layout, we ran a full pre-implementation study of the market. Over 40 competitor websites were analyzed to benchmark catalogue structures, ordering flows, and UX patterns specific to the building materials sector.

Key findings from this stage:

• Navigation overload. Many industry sites buried product lines under multiple clicks, forcing users to guess their way to the right SKU.
• Filter chaos. Color, size, and collection filters were often inconsistent — or worse, non-functional.
• Weak B2B flows. Distributors couldn’t order in bulk or by pallet directly, which made large-scale procurement cumbersome.
• Visual gaps. Product pages rarely showed real-world applications of bricks, leaving buyers uncertain about end results.

Armed with this data, we built a prototype strategy focused on clarity, comparability, and conversion:

• Simplify catalogue depth without cutting detail;
• Standardize filter logic and search;
• Add ordering options that reflect how distributors actually buy;
• Integrate visual assets and animations to help buyers picture the final build.

This analytical groundwork defined every design and development decision that followed.

Website Structure & Prototyping

The first tangible step was to completely rethink the site structure. The old navigation was fragmented and inconsistent, forcing users through multiple clicks before reaching the right product. Our task was to make the catalogue the central experience — clear, logical, and fast to use.

We rebuilt the hierarchy so that every collection, filter, and product could be reached in just a few steps. Instead of treating the homepage as a static banner space, we transformed it into a functional entry point, giving users an immediate overview of the company’s range and direct access to the catalogue.

During prototyping, we validated each decision with interactive wireframes. Special attention was given to:

• Catalogue depth: striking the balance between industrial-level detail and user-friendly navigation.
• Homepage role: not just brand storytelling, but a gateway into key product categories.
• Information density: making sure technical specs, visuals, and ordering options could coexist without overwhelming the user.

This stage laid the foundation for the rest of the project. By solving the structural issues early and testing the flows in prototypes, we ensured the final build would feel intuitive for both casual homeowners and professional buyers.

Design System & Visual Direction

Once the structure was validated, we built a design system that could scale with the client’s product line. The goal wasn’t just to refresh visuals, but to create a consistent UI kit that would keep the catalogue clear and usable as it grew.

Core UI Components

• Grids and spacing rules — ensured visual balance across catalogue tiles, product cards, and technical documents.
• Typography stack — an industrial-grade sans serif family optimized for readability in both short specs and long descriptions.
• Color palette — neutral base tones with accent colors that highlight categories, filters, and interactive states.
• Iconography — a set of clean, geometric icons supporting navigation, filtering, and order management.

Visual Storytelling

Instead of generic stock photos, we integrated vector illustrations to simplify complex processes, and developed a dark theme for premium collections, underlining exclusivity and product value. Subtle animations were introduced to explain production steps and guide users through the catalogue without slowing them down.

Balance of Function & Brand

The system had to merge industrial credibility with modern UX. Every element was designed to reinforce clarity while still reflecting the raw, durable nature of brick manufacturing.

The result was a design language that balanced brutality and precision with modern clarity and convenience — reflecting both the industrial heritage of brick manufacturing and the expectations of digital-first customers.

Catalogue Functionality & Ordering Flows

The catalogue became the engine of the redesign. Every interaction — from filtering to ordering — was rebuilt to match how customers and distributors actually work with building materials.

Smarter Filtering & Navigation

We expanded the catalogue to display collections, filters, and products in both tile and list formats. Filters were rebuilt with custom logic, ensuring consistency across attributes like size, color, and collection. The result: a faster path to the right SKU, with no dead ends.

Ordering in Pieces and Pallets

Unlike typical eCommerce platforms, brick buyers often think in square meters or pallets. We developed a dual ordering system where products can be added either by the piece or by pallet — a non-standard but critical feature for B2B distributors.

Product Cards That Sell

Each card was designed to act like a digital salesperson:

• Clear technical specs at a glance;
• Real-world project photos to show bricks in context;
• Animations highlighting variations and finishes.

This shifted product cards from static data sheets to conversion-focused tools, helping customers make informed decisions quickly.

Personal Account Redesign

Beyond the catalogue itself, the personal account became a key focus of the redesign. For professional distributors, this space is where day-to-day business happens: placing bulk orders, tracking shipments, and accessing technical documentation. The old account system was cluttered with redundant statuses, buried files, and little support for communication.

We rebuilt it with three guiding principles:

• Clarity in structure. Materials and order details are now grouped into intuitive sections, so users can quickly access files, invoices, or product data without digging through menus.
• Smarter order management. Distributors can track pallet and piece orders directly, with statuses simplified to reflect real business stages instead of vague technical labels.
• Built-in communication. Messenger-style chat history lets both sides keep a clear record of discussions around orders — reducing the risk of miscommunication.

For retail buyers, the redesign made it easier to view past purchases, reorder frequently used products, and stay updated on delivery timelines. For B2B partners, it transformed the account into a reliable management hub instead of just a static archive.

Responsive Web Design

The building materials industry is inherently mobile: architects visit sites with clients, contractors order from the field, and distributors check stock on the go. That’s why responsive design wasn’t an add-on — it was central to the project.

We approached it with two priorities:

• One-handed interaction. Filters, dropdowns, and navigation elements were optimized for quick thumb use, making it realistic for a contractor to configure an order while standing on a construction site.
• Consistent experience across devices. Whether on desktop, tablet, or mobile, the catalogue adapts seamlessly. Lists and tiles reflow automatically, filters remain visible but unobtrusive, and product cards retain their balance of specs, visuals, and ordering options.

This wasn’t just about shrinking layouts. It was about designing for real-world usage scenarios: poor connectivity on site, varying screen sizes, and users multitasking between tools. The result was a platform that felt equally natural in the office and on the job site — and far more aligned with how modern buyers actually work.

Conclusion

Transforming a brick manufacturer’s catalogue into a digital-first platform meant addressing both industrial complexity and modern UX standards. From competitor analysis to prototyping, from design systems to custom ordering flows, the project proved that even the most traditional industries benefit from clarity, structure, and user-centered design.

Our approach turned a static catalogue into a scalable sales tool — one that serves homeowners, architects, and distributors with equal ease.

FAQ

What’s the hardest part of digitizing bricks?
It’s not the visuals — it’s the ordering logic. Bricks are sold in pieces, pallets, and square meters. If your site can’t handle those units correctly, you’ll frustrate both retail buyers and distributors.

Why do brick manufacturers need a digital catalogue at all?
Because buyers already expect it. Studies show that two-thirds of building materials orders are now placed digitally. Without an online catalogue, you’re asking contractors and architects to go back to fax machines and phone calls.

Isn’t a PDF price list enough?
Not anymore. A PDF can’t filter by color, size, or collection — and it doesn’t update in real time. Modern buyers want the ability to configure, compare, and order instantly, without manual calculations.

Do animations and visuals actually make a difference in sales?
Yes. We’ve seen that interactive product cards — showing real-world wall photos or color variations — reduce buyer hesitation and lead to higher conversion rates. It’s the closest thing to having a sales rep explain the product.

What’s next for digital transformation in this sector? 
We’re already seeing movement toward integrated distributor accounts, live stock levels, and even AR tools that let buyers preview walls on their own projects. The catalogue is just the beginning.

Recommended reading🤓

"Brick by Brick: How LEGO Rewrote the Rules of Innovation", David C. Robertson

A study of how LEGO reinvented itself through product design and digital thinking. A reminder that even the most traditional materials can be reimagined.

On Amazon

"Digital Transformation of the Supply Chain", Sameer Hasija, V. Padmanabhan, Arnoud De Meyer

Explains how manufacturing and construction industries are moving from analog processes to integrated digital platforms. Essential for understanding why catalogues matter.

On Amazon

"Building Construction Illustrated", Francis D.K. Ching

A classic visual reference on construction methods and materials. Helps bridge the gap between how products are made and how they should be represented digitally.

On Amazon

Download Global Brick Manufacturing Analysis

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