B2B Retail E-Commerce Portal

The Challenge

Design an intuitive ordering platform serving diverse user segments—from small convenience store owners to large-scale distributors—each with distinct needs, technical literacy levels, and ordering workflows.

Strategic Approach

• Stakeholder Workshops — Facilitated design review sessions with client leadership, aligning business objectives with user needs
• User Segmentation — Identified distinct personas and their unique ordering patterns, inventory tracking requirements, and pain points
• Iterative Prototyping — Developed 54 desktop screens and 30 mobile screens through multiple design iterations informed by usability testing
• Usability Validation — Conducted two rounds of usability testing, refining navigation, cart management, and product discovery flows

Outcome & Impact

The redesigned platform streamlined complex B2B ordering processes, enabling users to track product locations, manage recurring orders, and access account history seamlessly.

Success metrics led client to request a promotional explainer video (which I designed and animated) featured in internal and customer-facing campaigns highlighting the platform's benefits.

Deliverables

• 54 desktop screens and 30 mobile responsive designs
• 4 interactive prototypes demonstrating core user flows
• 2 usability test reports with actionable insights
• Promotional motion graphics video showcasing platform features