Fairview Microwave
Modernizing and personalizing an enterprise RF and microwave e-commerce experience from the ground up.
- Role
- Product Owner · Change Management Lead
- Focus
- Replatform · Personalization · Change management
- Platform
- AEM · Algolia · commercetools · Adobe Analytics
- Live project
- fairviewmicrowave.com ↗
Situation
Fairview Microwave is a leading supplier of high-quality RF and microwave components, including adapters, connectors, amplifiers, attenuators, coaxial cables, waveguide and terminations.
Infinite Electronics owns more than a dozen brands. Fairview was the first to undergo a digital transformation, moving from an older CMS to Adobe Experience Manager with a complete redesign and new PIM, Algolia Search, commercetools and Adobe Analytics integrations.
Strategy
Modernize and personalize. We identified user personas and built multiple shopping paths around them: custom cable design and ordering for engineers, quick account reorders and RFQs for purchasing agents, personalized search based on past purchases and searches, and product discovery based on specific project needs.
Execution
- New tech stack. Adobe Experience Manager, Algolia, commercetools, Adobe Analytics and custom tools brought together in a headless environment.
- Product page and listing enhancements. Larger imagery, quantity discount breakdowns, shipment dates, datasheets, recommended products and same-day availability. Listings added detailed filters, comparison tools and estimated shipment dates, with deeper Adobe Analytics instrumentation.
- Tools for engineers and buyers. A custom RF cable designer, technical resources, converters and calculators, guides and brochures.
- Change management. Training curricula for sales, operations, SEO, content, marketing and front-end development, each performance-tracked and reviewed weekly with the C-suite.
My role
As Product Owner, I helped the team design the UI/UX, managed vendor relationships, and led change management, working with Adobe, our vendors and every department to build a training curriculum that covered every aspect of the site.
I worked closely with the Scrum Master so vendor teams prioritized business needs in each sprint, partnered with design and front-end development to streamline the customer journey, and analyzed the AEM workflow to recommend enhancements for long-term scalability.
What changed
The redesign moved beyond a conventional catalog. Engineers can configure and identify components around technical requirements, while buyers get faster paths to availability, pricing, RFQs and repeat purchases.
The project also established a modern enterprise foundation for personalization, analytics and the Infinite Electronics brand migrations that follow.
Selected screens
