03 / Brand · 2024 — 2025

Whisen.

LG / AUX catalog

— Client

Whisen, Ukraine

— Period

2024 — 2025

— Role

Information architecture · Web design · Web development · SEO

A B2B catalog of climate equipment. Filter structure, supporting PDF materials, a 7-group sidebar tree with no needless wrappers.

— Problem

An LG + AUX catalog with hard-to-describe variations: residential splits, multi-splits, cassettes, Therma-V. Dealers needed a B2B tool to find a model by spec fast and get the full materials package.

— Approach

Sidebar tree mirroring the client's Excel

We didn't invent a new structure — we rebuilt it 1:1 from the dealers' working Excel. Residential → Artcool / Dualcool, without superfluous "Special" / "Gallery" wrappers.

Variations into 7 groups

We split 58 SKUs into 7 semantic groups with 13 photos. 0 broken links, 0 404s on the site after migration.

PDF as first-class content

Every model carries the full package: spec sheet, manual, photos. All on one page, with no extra clicks.

— Visually

— Outcome

Dealers find a model in 2 clicks instead of 6. Whisen managers stopped reading specs over the phone. The SEO base is clean — no duplicates, no broken filters.

SKUs

404s on site

filter groups

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