E-commerce Platform Redesign

Project Overview

The existing B2B e-commerce platform was outdated and difficult to use, leading to low conversion rates and high cart abandonment. The business needed a modern, intuitive platform that could handle complex B2B purchasing workflows.

The Challenge

Low conversion rates: Only 2.3% of visitors completed purchases
High cart abandonment: 78% of users abandoned their carts
Complex workflows: B2B purchasing involved multiple approvals and custom pricing
Mobile experience: Platform wasn't optimized for mobile devices
Integration issues: Poor integration with existing business systems

Research & Discovery

User Research

I conducted extensive research to understand the B2B purchasing process:

Stakeholder interviews with procurement teams, buyers, and administrators
User journey mapping for different buyer personas
Analytics analysis to identify drop-off points
Competitive analysis of leading B2B platforms

Key Findings

Multiple decision makers: B2B purchases often involve 3-5 stakeholders
Complex approval workflows: Orders required multiple approvals
Custom pricing needs: Different customers had different pricing structures
Mobile usage: 40% of users accessed the platform on mobile devices

Design Strategy

1. User-Centered Approach

Persona development for different buyer types
Workflow optimization for complex B2B processes
Mobile-first design for responsive experience

2. Information Architecture

Simplified navigation with clear product categorization
Quick access to frequently purchased items
Saved configurations for repeat orders
Approval workflows integrated into the purchasing process

Key Features

Smart Product Discovery

Advanced filtering by specifications, price, and availability
Product comparison tools for decision-making
Saved searches for frequently needed items
Recommendation engine based on purchase history

Streamlined Checkout

Multi-step checkout with progress indicators
Approval workflow integration
Custom pricing display for different customer tiers
Bulk ordering capabilities for large quantities

Mobile Optimization

Responsive design that works on all devices
Touch-friendly interface for mobile users
Offline capabilities for viewing saved items
Push notifications for order updates

Integration Features

ERP integration for seamless data flow
SSO authentication for enterprise customers
API access for custom integrations
Data export capabilities for reporting

Design Process

1. Wireframing & Prototyping

Low-fidelity wireframes for key user flows
Interactive prototypes for user testing
Responsive breakpoints for different screen sizes

2. User Testing

Usability testing with 20 B2B buyers
A/B testing of key conversion points
Accessibility testing for compliance
Performance testing for load times

3. Iterative Design

Weekly design reviews with stakeholders
Rapid prototyping for quick validation
Design system development for consistency

Results & Impact

The redesigned platform achieved significant improvements:

35% increase in conversion rates (from 2.3% to 3.1%)
50% reduction in cart abandonment (from 78% to 39%)
60% improvement in mobile usage
40% reduction in support tickets
25% increase in average order value

Technical Implementation

Frontend

React-based component architecture
Responsive design with CSS Grid and Flexbox
Progressive Web App capabilities
Performance optimization for fast loading

Backend Integration

RESTful API design for data access
Real-time updates for inventory and pricing
Secure authentication with enterprise SSO
Data synchronization with existing systems

Lessons Learned

This project taught me the importance of:

Understanding B2B complexity vs. B2C simplicity
Stakeholder management in enterprise environments
Technical constraints in legacy system integration
Mobile-first thinking for business applications

Future Considerations

The platform is now positioned for:

AI-powered recommendations for product suggestions
Voice commerce integration for hands-free ordering
AR/VR capabilities for product visualization
Advanced analytics for business intelligence