Context

The core task was empowering employees at large companies like Lowe's, Advance Auto Parts, and Domino's to easily purchase the supplies and materials they needed to run their business operations. These users required a seamless experience to perform their roles efficiently and at scale.

The stakes were high as millions of dollars in transactions occurred daily on the platform for clients like Lowe’s, Advance Auto Parts, Ulta Beauty, Domino’s, and trade organizations like manufacturers and teachers.

Before I joined, the product faced several UX challenges:

• Outdated technology with poor UX and an unintuitive UI, leading to a fragmented shopping experience.

  • Example: An ex-airplane technician reported spending 30 minutes to order necessary equipment.

• Lack of personalized features for customers.

  • Example: Retail store managers manually wrote down their own shopping lists.

• Poor search and filtering functionality.

  • Example: Searching "laptop" yielded irrelevant results like laptop cases or keyboards.

  • There were only four filters available, significantly limiting usability.

My Design Strategy

I led a consumer-like shopping experience design strategy that meets the complex needs of B2B, I focused on:

1. Owning the End-to-End Journey: I led the design for the entire purchasing flow, from login to checkout. This involved creating cohesive workflows that seamlessly connected features like search, filtering, shopping lists, item detail views, and the final checkout experience.

2. Improving Search and Filtering:

   • Expanded filters and moved them to the left side for a more intuitive layout.

   • Enhanced search relevance to prioritize terms in the item name.

   • Addressed issues where searches like "laptop" previously surfaced unrelated results, improving overall accuracy and usability.

3. Personalizing the Shopping Experience:

   • Introduced personal shopping lists for quick reordering and low-stock notifications, saving employees up to 30 minutes per purchase.

   • Highlighted frequently reordered items to save users time.

4. Accessibility Improvements:

   • Fixed over 15 accessibility issues on the homepage, including missing labels and poor color contrast compliance.

In this process, I led 15+ workflows involving 7+ product teams, ensuring alignment across diverse features and use cases.

Discovery Plan

With limited deliverable timelines, I approached each project with a streamlined Discovery plan consisting of:

1. Research: Desk research, generative user interviews, stakeholder mapping

2. Workshops: Job Definition Workshops to identify user needs and align on features.

   • Example: "When a buyer makes a purchase, they want to be notified when their items ship, with tracking info, so they can anticipate delivery."

3. Design Concepts: Rapid design generation using collaboration tools like Design Studio workshop that resulted in MVP concept designs within 2-3 hours

4. Validation: Conducted over 20 user research initiatives and iterative design workshops. This included quarterly "Walk-The-Experience" sessions with 4–5 end users to validate design decisions.

This process provided clarity for the team, ensuring data and content requirements were ready before design began.

Outcomes

Business Impact

• Revenue Growth: Generated $20M by the end of 2023.

• Efficiency Gains: Reduced conversion time (search to checkout) by 67%.

• Cost Savings: Decreased rogue spending by guiding users to adhere to contracts.

• Implemented 75+ feature improvements prioritized by scope, feasibility, and customer value.

User Outcomes

• Streamlined workflows saved significant time for users.

• Personalized features increased satisfaction and retention.

• Accessibility improvements ensured inclusivity for all users.

• Reduced time it takes to find items and checkout by 67%

• Bounce rate reduced from 30% to 15%, with users staying on the platform to complete purchases instead of looking elsewhere.

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