ASAP Supplies

Usability | Functionality | Know-how


A.S.A.P. in a tweet

A.S.A.P. Supplies have been at the forefront of the marine industry for over 25 years, and are renowned for their expertise and dedication to doing things right.


The Problem

A.S.A.P. came to Folk to update and improve their website, and to bring their look and feel in line with their values and personality. The old site was built back in 2010, so it wasn't responsive, and, whilst their product list was extensive, the search functionality wasn't too easy to use.


Why Folk?

A.S.A.P. already had their tribe; in this case, it was a case of reconnecting with them. We helped A.S.A.P. to understand how their loyal customers ticked, and discovered how we could make their lives easier beyond buying marine parts.


The Solution

A fresh looking, fully responsive eCommerce site built around customer service.


A Site to Serve

With the stage set by the new logo, we rolled out new branding over a beautifully designed bespoke website. There was a keen focus on UX and ease of use, with a navigation that maintained its simplicity and logic over hundreds of product categories. The site also caters excellently for mobile and tablet use, as well as desktop users.


A.S.A.P.’s customer base was both commercial and retail oriented, so we endeavoured to provide a tailored experience. Depending on their buyer group, account users have an experience that's better suited to their needs. For example, we provided B2C customers with a Part Identifier feature so they're able to find and purchase their products easily, and B2B customers are able to see the prices without VAT by default in order to better calculate their spending.


We improved the search functionality to use Advanced Smart Search with an autocomplete function. We also equipped the site with an easy-to-use Part Identifier, where customers can give the experts an image and description of the part they need, instead of having to trawl through multiple searches to find a replacement.