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This project focused on designing a B2B e-commerce Android app used by sales representatives to place orders on behalf of retail stores. Beyond the purchase flow, the app also supported customer management, access to documents, and a dashboard with sales metrics.
An iOS version already existed, which provided a strong reference point. The goal was to design an Android experience that addressed known usability issues while supporting the specific needs of sales professionals working in the field.
The work started with a survey sent to active users of the iOS app to identify pain points and improvement opportunities. The survey focused on core features and daily workflows, helping surface recurring usability issues and unmet needs.
Insights from the survey informed early design decisions and were complemented by competitor research to understand how similar tools supported sales teams. From there, wireframes were created and validated before moving into interactive prototypes.
Once the core flows were designed, remote user testing sessions were conducted to validate assumptions and identify usability issues, particularly around ordering and checkout.
Main activities:
• User surveys to identify pain points and feature gaps
• Competitor analysis
• Wireframing and prototyping
• Remote usability testing with sales representatives
• Iteration based on user feedback
The app was designed primarily for tablets, which were the most common devices used by sales representatives in the field. A clean, light interface following Material Design principles ensured clarity and efficiency during fast-paced workflows.
Product browsing was flexible, offering multiple viewing options to adapt to different working styles and product volumes.
Core design choices:
• Light theme with clean, distraction-free UI
• Tablet-first layout
• Multiple product views including grid, list, and table
• Advanced filters, search, and quick tags
• Persistent cart for faster order management
• Customer information organized by tabs
• Dashboard as the main entry point to surface key sales data
This project deepened my understanding of B2B products and the realities of designing for users who rely on tools to do their jobs efficiently. Observing how sales representatives worked in the field reinforced the importance of flexibility, clarity, and speed in enterprise applications.
It also highlighted how B2B and B2C products differ significantly in goals, constraints, and success metrics, and why tailored experiences are essential.
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