Adaptive Engineering Lab (AEL) Case Study


AEL Seating and Brilliance continue to partner together to provide ongoing improvements and performance of the website so customers can easily order.  This has resulted in:

  • eCommerce Conversation Rate of 11.15%
  • Online transactions increased 12%



Adaptive Engineering Lab (AEL) provides innovative CRT solutions to enhance the quality of life for people with disabilities.  While providing state-of-the-art technology in their products, their site was on an outdated platform that left them vulnerable to hackers.  Their desire was to move to a secure platform that allowed their reps to easily place quotes and orders.

The AEL team knew they needed to:

  • Upgrade to a modern and secure platform
  • Be mobile friendly
  • Allow marketing to easily add/update content
  • Provide quote and order capabilities for their retailers


As AEL needed a secure platform while also being flexible for needed product and ordering customizations, Brilliance worked with their team to implement a newly redesigned site on the AspDotNetStorefront platform, version 9.5.

Moving to AspDotNetStorefront removed the security issues and allowed customers to do basic best practice function such as resetting their own passwords.  Providing simple solutions such as this, allowed customer service more time to focus on key sales questions for quotes and orders.

The site also provides these key features to AEL’s customers:

  • Mobile optimization for ease of use on all screen sizes. Many of AEL's retailers are "on the road" throughout the day and need to navigate the website from a smart phone or tablet.
  • Visual menus
  • Faceted navigation for ease of narrowing category and search page results from the thousands of products and configurations that AEL offers.
  • Product configuration
  • Quote and order archives with shared access amongst multiple users within an organization.  This feature allows for purchasers to reference or convert quotes created by other employees within the same company.
  • The ability to place a quote request and print a PDF to submit for  Medicare or medical insurance approvals.  The quote is then saved on the retailer’s account, so that they can  turn the quote into an order when approved.