CyberTouch
Reorganizing a complex technical catalog so engineers and procurement teams can find the right touch solution without decoding the company first.
- Role
- Creative & Strategy Director
- Focus
- Brand strategy · Data strategy · Information architecture · E-commerce
- Platform
- Claude Code · AI orchestration
- Live project
- cybertouch.com ↗
Situation
CyberTouch has designed, engineered and manufactured touch walls, multitouch tables and custom touchscreens in Southern California since 1982. Its customers arrive with specific requirements around size, technology, environment, integration and performance, which makes product discovery very different from ordinary e-commerce.
Buyers had to work through the company’s internal product structure to find what they needed, and the team spent far too much time pulling data sheets and documentation for engineers and procurement teams.
Strategy
Treat it as an information architecture and data problem first. We mapped product relationships, specifications, categories and buyer paths before redesigning anything, then organized the catalog around buyer needs rather than internal structure, so it works for both experts and less technical buyers.
The new site was built with Claude Code, using AI orchestration to take it from catalog structure to a production experience.
Execution
- Catalog and data model. Product data and relationships restructured around clearer buyer paths.
- Discovery. Product listings and filtering designed for technical buyers comparing technologies, sizes and specifications.
- Product pages. Stronger specification hierarchy, technical schematics and supporting content, with clear next steps to start a project or talk to an engineer.
- Proof. Project pages such as Suffolk Construction’s 12-foot multitouch wall, connecting products to real installations.
- Responsive research. Dense specifications kept usable on mobile.
My role
As Creative and Strategy Director, I led brand and data strategy, information architecture and the experience design, and directed the build in Claude Code from catalog structure through launch.
What changed
Engineers and procurement teams can find, compare and document the right product on their own, and the CyberTouch team spends less time answering requests the website now handles.
We struggled with helping our customers find the solutions they needed. We spent far too much time pulling data sheets and other documentation for engineers and procurement teams, instead of letting our website handle these requests. We’re grateful that we have our data and website more organized to provide us more time creating the tools our users want.
Abraham Gohari, Owner, CyberTouch
