Scaling B2B E-Commerce Through Systemized UX
Led UX exploration for a B2B commerce platform, focusing on reducing friction across discovery, selection, and checkout. The work centered on creating scalable interaction patterns that support speed, clarity, and consistency.
- ROLE: UX / Product Designer (Audit + Experience Strategy)
- SCOPE: Homepage → PLP → PDP → Promotions → Cart → Checkout
- FOCUS: System clarity, scalability, conversion
Fragmentation across core workflows
Core workflows were fragmented, creating friction across discovery, decision-making, and purchase.
Page from the Cart audit
Page from the Checkout audit
System audit: where friction emerges
Evaluating the end-to-end purchasing experience
Filtering and navigation lack flexibility, making it difficult to efficiently browse large product sets.
Product pages dilute critical information, weakening trust and slowing purchasing decisions.
Cart and checkout flows introduce ambiguity around pricing, promotions, and next steps.
APROACH
Diagnosed → prioritized → standardized → scaled → validated impact
Findings were mapped to usability principles: clarity, feedback, recovery, and consistency.
- – Inconsistent purchase interactions across surfaces
- – Unclear promotion logic and eligibility
- – Friction in high-frequency ordering behaviors
Special attention was given to edge cases, including:
- – Build and manage large carts
- – Resolve delivery and account constraints
- – Transition into checkout under time pressure
- – Complete payment and final review
DESIGN PRINCIPLES
Reduce decision latency
→ Minimize time between intent and action
Standardize interaction patterns
→ Create predictable behaviors across entry points
Design for repeat behavior
→ Optimize for high-frequency, habitual workflows
Surface value at the point of interaction
→ Make pricing, savings, and logic immediately visible
PRIORITIZATION
Focused on high-impact, executable opportunities to reduce friction across core purchase flows.
Opportunities were prioritized based on impact, complexity, and readiness—ensuring effort was focused on changes that would meaningfully improve the experience.
Rather than addressing issues in isolation, the next step was to evaluate them systematically and prioritize where intervention would create the most impact.
SYSTEM (CORE)
Standardizing purchase interactions
Introduced a unified CTA + quantity model across listing, detail, and quick-view surfaces—reducing friction and improving ordering efficiency.
– Inconsistent add-to-cart behavior across surfaces
– Missing quantity input in key flows
– Fragmented interaction patterns increase friction
A single interaction model unifying CTA, quantity, and feedback across all purchase surfaces.
One model. All surfaces.
From principles to system
Outcome
Defined a scalable interaction model across core purchasing flows—improving clarity, consistency, and speed in high-frequency workflows.
Impact
- – Reduced friction across purchase flows
- – Improved pricing and promotion clarity
- – Enabled scalable design system patterns
- – Strengthened cross-functional alignment