Sloan Case Study | World Headquarters [ Skip to content ](#main) [ ](https://whq.co/) [Contact](https://whq.co/contact/) View ![Sloan hero image](https://whq.co/wp-content/uploads/2026/05/sloan-commercial-restroom-technology-hero.jpg.jpg?ver=1778260555) Industry - Manufacturing - Ecommerce - Architecture & Design Services - Commerce - Product Discovery - UX Platforms - Drupal - Salesforce - Threekit Partner Since 2012 [ sloan.com ](https://www.sloan.com) # Sloan A new digital standard from the category pioneer. Sloan pioneered the commercial restroom industry more than a century ago and has led it ever since. Their products are in airports, hospitals, stadiums, and schools worldwide. The digital presence hadn't kept pace. A site built for a different era of buyer behavior was leaving opportunity on the table at every stage of the customer journey, costing specification requests, slowing product launches, and limiting how effectively the brand could tell its story online. This wasn't a visual refresh. It was a fundamental rethink of how sloan.com supports the business. ![Sloan homepage tablet design](https://whq.co/wp-content/uploads/2026/05/sloan-digital-platform-homepage-strategy.jpg.jpg?ver=1778260572) 01 — The brief ## Starting with the business, not the brief. We started with interviews and working sessions across customers, wholesalers, leadership, and internal teams. That work defined the roadmap before any design began. We rebuilt the information architecture from the ground up, simplified how products are organized, and validated the experience with wireframes before visual design began. Every decision that followed had a clear reason behind it. Sloan’s audience isn’t one person. It’s architects specifying products for a new build, engineers sourcing technical documentation, facility managers finding replacement parts, and owners evaluating systems for a renovation. Each arrives with a different intent and needs a different path through the same platform. Designing around that reality was the foundation everything else was built on. ![Sloan specifications protal](https://whq.co/wp-content/uploads/2026/05/sloan-professionals-specification-portal.jpg-1140x1520.jpg?ver=1778260506) ![Sloan professionals guided specifications](https://whq.co/wp-content/uploads/2026/05/sloan-professionals-guided-specification.jpg-1140x1520.jpg?ver=1778260635) 02 — The insight ## Specification is a journey, not a transaction. The commercial restroom category doesn’t work like consumer ecommerce. An architect specifying fixtures for a hospital renovation isn’t making a quick decision. They’re building a case, evaluating performance, confirming compliance, assembling documentation, and coordinating with a project team. A platform that treats that journey like a shopping cart abandons them at exactly the moment they need the most support. We designed the experience around how professionals actually work. Multiple ways in, Markets, Collections, Room Ideas, Projects, so every buyer type can start with the context that matters to them and move toward a decision. Product pages are built to support the specification decision, not just describe the product. ![Sloan product closeup](https://whq.co/wp-content/uploads/2026/05/sloan-product-commercial-installation.jpg-1140x1520.jpg?ver=1778260608) ![Sloan product shown guideline](https://whq.co/wp-content/uploads/2026/05/sloan-inspiration-product-shown-1140x1520.jpg?ver=1778260521) ![Sloan restroom design gallery](https://whq.co/wp-content/uploads/2026/05/sloan-restroom-design-inspiration-gallery.jpg.jpg?ver=1778260592) ![Sloan mobile product display page](https://whq.co/wp-content/uploads/2026/05/sloan-website-pdp-mobile-1216x1520.jpg?ver=1778259814) ![Sloan optima product closeup](https://whq.co/wp-content/uploads/2026/05/sloan-product-optima-1216x1520.jpg?ver=1778260432) 03 — The build ## Discovery and specification at scale Sloan’s catalog is vast, thousands of products and parts, technical documentation, installation resources, and project inspiration. We designed the discovery experience so professionals can move through that depth quickly, whether they’re searching by product code, browsing by category, or filtering to exactly what a project requires. The platform is built on a PIM-driven product foundation that keeps data, imagery, specifications, and documentation connected and current. Spec sheets generate in real time from live product data, available as a web experience or a downloadable PDF. DesignSpec lets specifiers collect products from anywhere on the site, organize selections, and export a complete submittal package. For sink systems, we designed the Sloan Sink Configurator, enabling teams to configure solutions and export project-ready outputs in a few clicks. Commerce is integrated throughout, supporting the next step from research to purchase without breaking the flow. ![Sloan mobile website design](https://whq.co/wp-content/uploads/2026/05/sloan-website-mobile.jpg?ver=1778260458) ![Sloan website mockup](https://whq.co/wp-content/uploads/2026/05/sloan-website-mockup.jpg?ver=1778260489) ![Sloan design system](https://whq.co/wp-content/uploads/2026/05/sloan-design-system.jpg?ver=1778259768) > WHQ helped us turn sloan.com into a platform for growth. We move faster, launch products with confidence, and tell our story in a way that matches our business. Graham Allen CEO, Sloan ## The result The new Sloan.com changed more than the user experience. It changed the role digital plays inside the business. The platform gives Sloan the ability to launch products faster, tell richer stories, support specification workflows, and connect with customers at every stage of the decision-making process. What was once a website is now a critical business tool used across marketing, product management, sales, and customer engagement. For architects and designers, the experience introduced a more thoughtful, design-conscious side of Sloan. For the business, it created a foundation capable of supporting years of growth. Over a twelve years into our partnership, WHQ continues to help shape Sloan’s digital presence, proving that the best agency relationships are measured in decades, not projects. [Next project ## Arktura – From portfolio site to product platform and sales engine. ![Arktura ceiling panel closeup](https://whq.co/wp-content/uploads/2026/05/arktura-architectural-ceiling-panel-hero.jpg) ](https://whq.co/work/arktura/)