- initial ecommerce site was a mess (basically a page-by-page recreation of the catalog?) which saw minimal usage
- the redesign, which focused on usability --- notably reduced cognitive load --- resulted in an immediate uptick in orders which grew markedly for a long while until it represented the vast majority of their business EDIT: and also optimized for repeat orders on a schedule
If someone could find that, or a better writeup, I'd be grateful (it's _not_ the Medium.com article) and this page: https://iacollaborative.com/work/mcmaster-carr/ is just a mentioning by the company which did the underpinnings, not the overall architect. This link is decent: https://www.bedelstein.com/post/mcmaster-carr
There was of course previous discussion of this here:
https://news.ycombinator.com/item?id=34000502
Video on why the site loads so fast:
https://www.youtube.com/watch?v=-Ln-8QM8KhQ
(which is from the Medium.com article)
A fly wheel of benefits.
Slack, IFFT those sorts of platforms already having a user base willing to try new things . Massive.