Earthtronics Website & Customer Portal

EarthTronics is an innovative LED lighting manufacturer and supplier founded in 2007 and headquartered in Norton Shores, Michigan, with an additional facility in Ontario, Canada. They sell products directly to commercial and residential contractors, lighting and electrical distributors, and other commercial customers, as well as in select retail locations.

I led the front-end and back-end development efforts, collaborating closely with the design team to translate their vision into a functional and visually engaging website. My contributions included:

• Custom Layout Development: I implemented tailored layouts for key areas such as the homepage, product pages, the shop, search layout, and archive layouts,  ensuring the site was both visually appealing and user-friendly.
• Personalized Pricing & Inventory: I worked directly with the client to build a dynamic system that displayed unique pricing and stock information for each customer based on their account settings, significantly enhancing the platform's functionality and personalization.
• Dynamic Filtering System: I developed a custom filtering solution for the product archive, enabling users to easily navigate products based on specific criteria.

• Responsive Design – Fully optimized for all devices, providing a seamless experience across desktop, tablet, and mobile.
• Custom Post Fields – Tailored content for individual users, displaying correct pricing and inventory based on account settings.
• E-commerce Functionality – Integrated shopping cart, secure checkout, and product management to offer a complete online shopping experience.
• SEO Optimization – Implemented on-page SEO strategies to enhance search engine rankings and visibility.
• Private User Portal – Secure, personalized access for logged-in users, with custom pricing and account-specific data.
• Custom API – Utilizing Wordpress rest api created endpoints for the external portal to update individual product pricing, inventory and user settings

This project involved an iterative process of editing, reviewing, and repeating as the client wasn’t fully certain of the scope when the project began. Additionally, I collaborated with an external company, OWL Computing, which was responsible for creating a portal to manage user and product data.

One of the biggest challenges was implementing custom pricing and inventory for each product, specific to individual users. This required creating a system where each product could have multiple prices associated with it. Based on user settings, we displayed the relevant pricing and inventory data. Furthermore, individual users could have personalized pricing plans, which added another layer of complexity. The solution involved building a flexible, dynamic pricing function that could adapt to various user-specific scenarios while maintaining accuracy and ease of use.

The new system allows customers to view product pricing directly on the site, eliminating the need to request a quote—a feature that was previously unavailable. The overall design and functionality of the site have been radically improved, offering a more modern and user-friendly experience. Products are now filterable, which was not possible before, making it easier for users to find what they need.

Additionally, with product pricing now being private for logged-in users, the client no longer has to worry about price leaks, which had previously allowed competitors to undercut their pricing. This has helped protect the client’s competitive edge in the market.

• Wordpress & Wordpress REST API
• Beaver Builder
• HTML, CSS, & Javascript
• PHP