Grounded in a full audit of high-frequency B2B workflows
This work identifies friction across navigation, product interaction, and checkout—and defines scalable patterns to reduce complexity.Designing a scalable purchasing experience by identifying and removing friction across high-frequency ordering workflows.
- ROLE: Lead UX / Product Design
- SCOPE: Audit, Strategy, UX Systems
Context
Covetrus supports veterinary clinics managing frequent, high-volume purchasing across complex product categories. These users rely on speed, clarity, and consistency to complete repeat workflows efficiently. However, the experience evolved without a unified system, resulting in fragmentation across key interactions.
Challenge
The platform introduced friction in critical workflows:: – Inconsistent interaction patterns across PLP, cart, and checkout – Inefficient bulk and repeat ordering workflows – Fragmented navigation and product structure
Impact
– Slower ordering across high-frequency workflows – Increased cognitive load during product selection and cart management – Reduced clarity in purchasing decisions
Mapping fragmented workflows across ordering journeys revealed duplicated logic, inconsistent patterns, and unnecessary interaction steps.
Role
- Led UX strategy across audit, prioritization, and system design
- Identified high-impact opportunities across workflows
- Prioritize improvements based on user and business value
- Define scalable interaction patterns across the system
Approach
1. Discovery
Audit of workflows to identify friction points
2. Prioritization
Ranking opportunities based on user and business impact
3. System Design
Defining reusable interaction patterns
UX strategy framework
This work focused on aligning user needs, business goals, and scalable system behavior
A system designed to simplify decision-making across high-frequency workflows.
- – Reduced friction in high-frequency actions
- – Prioritized efficiency over novelty
- – Established consistent interaction patterns across touchpoints
- – Designed for repeat behavior, not one-time use
Key Opportunity Areas
1. Navigation & Discovery
Problem
Fragmented navigation slowed product discovery and increased dependency on search.
Design Direction
Simplify structure and reduce hierarchy depth to improve findability.
Outcome
Faster product access and reduced navigation friction.
2. Product Interaction (PDP & PLP)
Problem
Inconsistent add-to-cart and quantity behaviors increased effort and confusion.
Design Direction
Standardize interaction patterns and reduce steps for quantity adjustments.
Outcome
Faster product interaction and improved task efficiency.
3. Cart & Quick View
Problem
Users needed to navigate away from context to review or modify selections.
Design Direction
Introduce right-rail interactions to support quick edits and decision-making.
Outcome
Reduced context switching and faster workflows.
4. Cart & Checkout Experience
Problem
Dense layouts and a fragmented structure slowed transaction completion.
Design Direction
Streamline hierarchy and clarify order summary and actions.
Outcome
Improved checkout speed and reduced friction in final steps.
Add-to-Cart Standardization
High-Impact Improvement
- – Standardized CTAs and quantity interactions across entry points
- – Progressive disclosure of quantity and bulk actions
- – Inline adjustments without disrupting flow
- – Consistent behavior across PLP, PDP, and cart
Prioritized Roadmap
Immediate Improvements
- CTA + Quantity standardization
- Variant selector for bulk ordering
Mid-Term Enhancements
- Promo visibility and brand integration
- Right rail optimization
Strategic Initiatives
- Admin and account management workflows
Success Metrics
- – Reduced time to task completion
- – Identified bulk order opportunity
- – Higher engagement with promotions
- – Lower friction across product and checkout flows
Key Takeaway
Consistency is a performance feature in high-frequency B2B workflows. Designing systems—not screens—creates scalable impact across the experience.