Industry
- Manufacturing
- Ecommerce
- Architecture & Design
Services
- Commerce
- Product Discovery
- UX
Platforms
- Drupal
- Salesforce
- Threekit
Partner Since
2012
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. Its products are in airports, hospitals, stadiums, and schools worldwide. The digital presence had not kept pace. A site built for an earlier era of buyer behavior was leaving opportunity on the table at every stage of the customer journey, so this was never a visual refresh. It was a rethink of how sloan.com supports the business.
Starting with the business, not the brief
We started with interviews and working sessions across customers, wholesalers, leadership, and internal teams, and 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 started.
Sloan’s audience is not one person. It is architects, engineers, facility managers, and owners, each arriving with different intent and needing a different path through the same platform. Designing around that reality, rather than assuming a single user, was the foundation for everything that followed.
Specification is a journey, not a transaction
The commercial restroom category does not work like consumer ecommerce. An architect specifying fixtures for a hospital renovation is not making a quick decision. They are 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 the moment they need the most support.
We designed the experience around how professionals actually work. Multiple ways in. Product pages built for the specification decision, not just the description. And the marketing team gained a platform able to tell Sloan’s story consistently across every campaign, launch, and channel where a buyer meets the brand.
Discovery and specification at scale
Sloan’s catalog is vast: thousands of products and parts, technical documentation, installation resources, and project inspiration. We designed discovery so professionals can move through that depth quickly, whether they search by product code, browse by category, or filter to exactly what a project requires.
The platform is built on a PIM-driven product foundation that keeps data, specifications, and documentation connected and current. Spec sheets generate in real time. DesignSpec lets specifiers collect products from anywhere on the site and export a complete submittal package. The Sloan Sink Configurator, designed by WHQ and built in partnership with Threekit, lets teams 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.
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
Result
Specification requests increased and product launches moved faster. The marketing team gained a platform able to tell Sloan’s story the way it deserves to be told. A business that had been operating with a site built for a different era now has the digital foundation to lead its category online the same way it leads it everywhere else. For a brand that has defined its category for over a century, the platform finally matches the reputation.
