Enhancing B2B shopping: Streamlining product selection and ordering

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In revamping the B2B store, we addressed a key challenge: helping customers navigate the extensive array of product variants to find the right light efficiently. To streamline the ordering experience and eliminate purchasing barriers, we overhauled the product pages. This involved integrating an intuitive search engine and implementing slidable filters, enhancing ease of findability. We also reengineered the process so that customers can easily specify their lighting technology preferences and select other options such as trim size and colour, with corresponding images updating dynamically to reflect their choices.

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Throughout this process, I conducted thorough competitor research and analysed leaders in the online shopping space to inform our approach. From wireframes to production-ready designs, I collaborated closely with the CEO and developer the entire way, ensuring alignment and smooth implementation.

Revitalising the visual identity: Crafting a modern and cohesive UI experience

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To revitalise the store's appearance and reinforce the Visionary brand identity, I spearheaded a comprehensive UI refresh. Drawing inspiration from Visionary's packaging and to align the store with the marketing website, I meticulously crafted a UI style guide centred around a dark colour palette. Due to the majority of products having white trim options, we strategically enhanced product visibility and ensured a cohesive visual experience.

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I developed and implemented guidelines for colour usage, typography, and other key visual elements, ensuring seamless integration with the overarching Visionary brand identity. The result is a visually striking and user-friendly interface that elevates the overall shopping experience for customers.

Enhancements

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Loyalty system and user dashboard: An integral feature to the new store was the addition of a user dashboard. This space allows users to view their current orders with a progress on their order status, view their order history, add/remove members associated with the account and also features a new loyalty system. The loyalty rewards system gives users the ability to track their progress towards the next tier, view required points for advancement, and explore available rewards directly from their user account dashboard. These changes aimed to incentivise user participation and promote long-term engagement with the platform. I created a number of different wireframes to explore how to visually showcase tier advancement and status, eventually going with a virtual card and progress bar that provided users with easy visibility on their progress and encourages early payments of any outstanding orders.

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Technology guides: To address the challenge of users understanding the complex lighting technology options, we implemented user guides that featured infographics. These guides would be integrated into the product pages as modals, ensuring users have easy access to essential information about the products and their technological features.

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Shipment tracking: A key improvement was to introduce an in-app tracking system that provides real-time updates on an order status. Integrated with the ERP system and courier services, users now receive timely notifications as their orders progress through the shipping process. This improvement aimed to reduce reliance on customer service for order tracking inquiries.