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The company identified a recurring issue in its B2B e-commerce platform Martins. A significant number of users were attempting to register and purchase without owning a company, which made them ineligible to complete the checkout. Most of these users were unaware that the same products were available through the company’s B2C platform, eFácil.
The goal of this project was to create a simple and fast solution that redirected non-business users from the B2B flow to the B2C e-commerce, allowing them to complete their purchases instead of abandoning the journey.
Given the tight timeline and limited team size, the focus was on speed and impact. I started by analyzing Google Analytics data and user navigation recordings to understand where users were abandoning the purchase flow.
The analysis showed that most drop-offs happened on the login and registration pages. These were the moments when users realized they could not proceed without a company registration.
After brainstorming with the team and reviewing how competitors handled similar scenarios, we aligned on a straightforward solution that required minimal development effort.
Main activities:
• Analysis of GA data and session recordings
• Identification of critical abandonment points
• Rapid ideation and competitor benchmarking
• Validation of a simple redirection strategy
Instead of redesigning flows or adding complex logic, the solution focused on clarity and guidance at the right moment.
Two key changes were introduced:
• Clear messaging and links on the login and registration pages informing users that personal purchases could be completed on the B2C platform
• Smart validation on the registration form to detect whether the document number belonged to an individual or a company, triggering the appropriate guidance
This approach reduced confusion and helped users move forward without friction.
This project reinforced how small, well-timed changes can have a significant impact. By focusing on user intent and removing ambiguity at critical decision points, we were able to recover lost conversions without complex redesigns.
It was a clear reminder that effective UX is often about clarity, not complexity.
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