Constructing a Modern B2B eCommerce Solution with Optimizely.









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Overview and Goals

MSI needed to replace an existing business process for order entry and management. To digitally transform their business, MSI sought to implement the following enhancements through Optimizely:

Improve Processes

Establish new business processes for order entry and order management, moving from manual entry to automated

Modernize Experience

Develop a B2B ecommerce website leveraging Optimizely’s software to modernize the customer experience and streamline the purchasing process

Improve Customer Service

Build a custom Customer Service Representative (CSR) application for order entry leveraging legacy systems while integrating to the custom application to the new eCommerce website


For years, MSI’s order management process relied on the manual assembly of an order via pen and paper, including a human-based price calculation. Wanting to modernize their systems to provide the best possible service for their clients, MSI chose BlueBolt to implement their new content and commerce solution on the Optimizely platform. BlueBolt engaged in an in-depth discovery process to establish business process flow, pricing rules and product hierarchy definition (to standardize the process of ordering customized products). After the business rules were established, a user experience (UX) design process began to define the interface that would allow CSR’s to serve customers most efficiently, digitally.

The CSR application was built and integrated with MSI’s legacy ERP system. This allowed for CSR personnel to have the very latest information on the client, their orders and their order history at the time that they were serving the customer. The new CSR solution was built in tandem with the development of an Optimizely B2B ecommerce site. These systems were integrated together with the goal of the client and staff being able to see changes/modifications made by MSI customer service digitally in real time, so that they could approve the changes and move forward with the purchase in a timely manner.


The Optimizely based MSI website and Customer Service Representative (CSR) application are strong digital assets for the client to build upon for the future. The CSR portal provides a more streamlined process for order entry, order management and order history, which was not possible in the past. This allows for CSR personnel to react faster to customer concerns and questions, supplying them wiht much more information in an easy-to-understand interface. The final ecommerce website has cleaner, more direct paths to purchase standard products built upon the Optimizely platform.

Services Provided
  • Optimizely Implementation
  • User Experience & Functional Design
  • Custom Development
  • Systems Integration


HarperCollins – Turning the Page on Outdated Systems

MSI is a worldwide leader in mechanical labeling, servicing the identification needs of mechanical, electrical and ammonia contractors. They have been advancing the use of pipe markers, valve tags and equipment signs to enhance overall operations of commercial, industrial, health care, educational and technology facilities for the last 20 years. 348


A holistic suite of services to help you navigate the ever-changing digital economy now and into the future.