work / diagnostic thinking
TKV Group
The website wasn't the whole problem
TKV Group is Australia's largest stockist of aftermarket excavator tracks and undercarriage parts. The business was preparing to move beyond a legacy B2B website towards a more scalable digital sales model.
But every sale still ran through a phone call.
TKV's inventory system could confirm whether a part was in stock, but not its price, and there was no path to purchase online. Before investing further in the website, TKV's Head of Marketing brought me in to understand what was getting in the way and where the business should focus next.
The evidence changed the brief
3,453
phone conversations
More than
2,783
across every other tracked conversion path combined
Customers weren't simply failing to use the website. They were choosing the phone because it solved their problem better.
The deeper review showed that visual design was only part of a much larger picture. TKV served two distinct customer groups through the same structure. Product information and navigation weren't ready to support the scale of a future catalogue. Trust and technical support mattered heavily in the buying journey. And the underlying business systems couldn't yet support the e-commerce experience the business ultimately wanted.
A redesign alone wouldn't solve that.
The outcome wasn't a prettier website
The work gave TKV clarity about what needed to change, what could change now, and what depended on broader business systems.
Site structure wireframe — TKV Group diagnostic review
The resulting direction separated TKV's two customer groups into clearer pathways, established a structure capable of supporting future catalogue growth, strengthened the quote journey around information the business could actually act on, and created the foundations for a more useful customer account experience.
Rather than designing towards an e-commerce model the existing systems couldn't support, the recommendations worked with the reality of the business while creating a pathway towards where it wanted to go.
From uncertainty to clear direction
The findings were documented for leadership and structured so TKV's external development team could act on them without having been part of the discovery process.
Clearer priorities before redevelopment
A more scalable website structure
Stronger paths from product discovery to enquiry
A staged direction towards account and e-commerce functionality
Evidence the Head of Marketing could use to build internal support for change
Several recommendations later appeared in the redeveloped site, including clearer industry pathways, improved product categorisation and a more prominent conversion mechanism.
You took a fairly ambiguous brief and managed to get under the hood of our organisation faster than I expected, uncovering insights that another consultant might have taken months to grasp. Your analysis was spot on.
Sam K. Head of Marketing, TKV Group
Where the Digital Health Check began
This engagement was an early version of the diagnostic thinking that eventually became Throughline Studio’s Digital Health Check.
Today’s Digital Health Check is a more focused service, designed for smaller businesses and organisations. But the principle is the same:
But the principle is the same:
understand what’s really getting in the way before deciding what to change.
Think your website should be working harder?
You don't need to know whether the answer is a rebuild, better structure, clearer content or something else. That's what the Digital Health Check is designed to help you understand.
Explore the Digital Health Check