What if buying for work felt as easy as buying for yourself?
✍️ Quick Summary
As Lead UX Designer at Varis (an Office Depot-backed SaaS startup), I spearheaded the design strategy for a one-stop B2B commerce platform used by enterprise clients like Lowe's and Domino's. My end-to-end UX leadership—from discovery through delivery—drove $20M in new revenue within a year and improved user satisfaction across high-stakes, high-volume purchasing journeys.
🧠 Context
Our mission was to empower employees at large enterprises—Lowe’s, Advance Auto Parts, Ulta Beauty, Domino’s—to efficiently purchase business-critical supplies. These users operated in fast-paced environments where delays meant real operational costs. With millions in transactions daily, even small UX wins had outsized business impact.
Key UX Challenges Before My Involvement:
Outdated Tech & Fragmented UX: The platform was slow and unintuitive. One technician spent 30+ minutes just to order essential gear.
Lack of Personalization: Store managers manually tracked frequently ordered items on paper.
Ineffective Search & Filtering: Simple queries like “laptop” returned unrelated accessories. Only four filters were available, limiting product discovery.
🎯 Problems & Pain Points
““I don’t have time to dig through ten different supplier portals—I need one place to compare pricing, manage approvals, and track orders without slowing down my team.””
🛠 Design Strategy
I led a consumer-grade shopping experience strategy tailored to the complexities of B2B workflows. My work included:
End-to-End Journey Ownership: Designed cohesive workflows across login, search, filters, product detail, cart, and checkout.
Search & Filtering Overhaul: Boosted relevance by prioritizing product name matches, relocated filters to the left for intuitive navigation, and expanded filtering options.
Shopping Personalization: Introduced features like personal shopping lists and low-stock alerts—saving users 30+ minutes per order.
Accessibility Uplift: Remediated 15+ issues on the homepage, improving usability for screen readers and ensuring WCAG compliance.
In this process, I led 10+ workflows involving 7+ product teams, ensuring alignment across diverse features and use cases.
🔍 Discovery Plan
To meet tight deadlines while preserving research quality, I developed a lean Discovery framework:
Research: Conducted desk research, generative user interviews, and stakeholder mapping.
Workshops: Led Job Definition Workshops to align teams around core user needs.
Rapid Concepting: Facilitated Design Studio sessions to generate MVP concepts in 2–3 hours.
Validation: Ran 20+ research and co-design initiatives, including quarterly “Walk-the-Experience” sessions with real users.
This process provided clarity for the team, ensuring data and content requirements were ready before design even began.
📈 Outcomes & Impact
Business Results
+$20M Revenue: Platform drove $20M in transactions within the first year.
67% Faster Checkout: Reduced search-to-checkout time, driving higher order completion rates.
Reduced Rogue Spending: Guided users toward contract-compliant purchases, cutting waste.
75+ Feature Enhancements: Prioritized by feasibility, scope, and customer impact.
User Outcomes
Streamlined shopping saved employees 30+ minutes per purchase.
Personalized features increased satisfaction and loyalty.
Accessibility updates expanded inclusivity.
Bounce rate dropped from 30% to 15%.
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