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The company had a legacy B2B e-commerce platform that was no longer functioning as a true transactional product and was being used mainly as a product catalog. The goal of this project was to redesign the platform, address usability issues, and introduce new features that better supported B2B purchasing workflows.
A key requirement was flexibility. End users needed the ability to configure their own store experience by choosing from different templates and layouts, allowing the platform to adapt to different business needs.
The project began with a deep analysis of the existing platform to understand how features worked and which ones needed to be preserved, improved, or redesigned. This helped establish a clear baseline before proposing changes.
Competitor research was conducted to gather inspiration and identify best practices for B2B e-commerce experiences. These insights were shared with the client and helped shape new features and interaction patterns.
Once all existing and proposed features were mapped, sketches were created to explore different component variations, especially for areas where customization was required. These explorations informed the user flows and final UI design.
Main activities:
• Review of the legacy platform and existing features
• Competitor benchmarking
• Feature mapping and prioritization
• Sketching multiple component variations
• User flow mapping to reduce steps and friction
The UI focused on clarity, flexibility, and efficiency. A clean, light theme was chosen to keep the emphasis on products, while banners were strategically placed to support promotions without overwhelming the interface.
Because users could configure their own store layout, multiple versions of key pages were designed, allowing customization without sacrificing usability.
Several new features were introduced to better support B2B workflows.
Key design choices:
• Clean, light UI focused on product visibility
• Multiple homepage and layout variations
• Clear indication of login requirement for prices and purchases
• Quick shop feature allowing bulk product input via codes or spreadsheets
• Enhanced search with suggestions and product images
This project reinforced the importance of designing for flexibility in B2B environments. Business users often have very different needs, workflows, and purchasing habits compared to B2C customers.
Prior experience with B2B e-commerce helped accelerate decision-making and propose features that directly addressed user pain points, resulting in a more practical and effective solution.
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