About the Project
We began with a Discovery and Strategy phase, working closely with Traffi's team through workshops and process reviews to understand how the business operated and where it was headed. This included evaluating how Traffi's existing Microsoft Dynamics system for inventory, pricing and fulfilment could connect with Shopify for sales and HubSpot for customer engagement, as well as defining how a new direct-to-consumer channel would sit alongside Traffi's established distributor relationships.
From there, the team mapped tailored user journeys for Traffi's core audiences of distributors, corporate buyers and individual consumers, shaping a sitemap built around product discovery, a secure distributor portal and a centralised resource centre. Wireframes and visual design followed, translating this structure into a premium, on-brand interface across desktop, tablet and mobile.
The final stages moved into development, building a custom Shopify theme for Traffi's storefront alongside a HubSpot Content Hub-powered portal, before sitewide testing, HubSpot CMS training and a sandbox-tested rollout of the platform integrations.
HubSpot CMS
Membership Portal
Central to the new site was a HubSpot Content Hub-powered portal, built to give Traffi's distributors a secure, personalised space rather than a generic login area. Using HubSpot's Memberships tool, Axon Garside built restricted access areas so that only registered users could reach portal content, with each visitor's CRM profile determining exactly what they saw once logged in.
Distributors were given access to co-branded marketing materials, product imagery and collateral relevant to what they'd bought, alongside stock levels and account-specific pricing.
Every interaction within the portal was set up to sync back into HubSpot's CRM, so browsing and download activity could feed marketing automation and give Traffi's team a genuine view of how distributors were engaging with the platform, rather than a portal sitting disconnected from the rest of the business.
