Public site
Product discovery and acquisition
Displays products without visible pricing.
Two storefronts. One wholesale ecosystem.
To facilitate access to its product catalog and enhance the purchasing experience for its customers, Elit operates a B2B eCommerce platform structured into two levels.
Private site
Wholesale purchasing tools
Exclusive for registered customers, offering real-time pricing, stock availability, and advanced purchasing features.
My role
Leading the digital transformation strategy
I led the digital transformation strategy for Elit's eCommerce platform, aligning design with business objectives to enhance conversion, operational efficiency, and the wholesale customer experience. Through a data-driven approach, I leveraged user research to redesign navigation, checkout, and the shopping cart, reducing friction and improving scalability.
I also guided and supported a multidisciplinary team in executing strategic solutions, collaborating with Product, Engineering, and Sales to drive process automation and reduce reliance on the sales team. Additionally, I led usability testing and continuous validation, ensuring that every design decision directly impacted business growth and funnel optimization.
Market leadership, limited by an outdated digital experience.
Despite its market leadership, Elit faced technological and user experience stagnation in its eCommerce platform, affecting operational efficiency and customer satisfaction.
Lack of modernization
Falling behind competitors in terms of technology and design.
Difficult product discovery
An unintuitive search system and poor navigation made products harder to find.
No order tracking
Customers lacked visibility, creating uncertainty and increasing the workload for support.
Outdated usability
The purchasing flow was not optimized and mobile accessibility was limited.
Resistance to change
Customers were accustomed to the existing platform, requiring a gradual transition to avoid disruptions.
A more agile, intuitive and scalable platform.
Elit aimed to modernize its eCommerce platform by implementing a more agile, intuitive, and scalable solution without disrupting business operations or causing friction with existing customers.
UX/UI
Optimize navigation and purchasing
Improve navigation, product discovery, and purchasing processes.
Technology
Improve stability and scalability
Implement new technologies to ensure greater stability, scalability, and performance.
Visibility
Enhance order tracking
Provide real-time updates and reduce customer inquiries to the support team.
Adoption
Enable a smooth transition
Introduce changes progressively and provide training to minimize the customer learning curve.
This project represented a strategic challenge for Elit, as the digital transformation of its eCommerce platform needed to maintain operational continuity, retain customers, and position the company as an innovation leader in the wholesale technology sector.
Aligning customer expectations with business operations.
To ensure that the modernization of Elit's eCommerce platform met both business and customer needs, a research process based on quantitative and qualitative data was conducted. This analysis helped identify the main challenges and opportunities for improvement, ensuring that the solution aligned with market expectations.
Market context
B2B expectations were moving toward B2C standards
The wholesale technology distribution sector has experienced significant digital transformation, with competitors adopting more agile and intuitive platforms.
- Smoother purchasing experiences, similar to B2C eCommerce standards.
- Real-time access to stock availability, pricing, and order tracking.
- Automation of purchasing processes, reducing dependency on human intervention.
- Integration with management systems such as ERP and CRM.
To remain competitive, Elit needed to modernize its platform, improving the purchasing experience and reducing friction in product acquisition.
Key users
Three customer profiles with different purchasing needs
- Retailers and distributors: companies reselling technology products that require a fast and efficient experience.
- Corporations and enterprises: organizations purchasing products in bulk and seeking system integration.
- IT professionals and technicians: users requiring detailed product specifications and guaranteed availability.
Internal stakeholders
The platform also needed to reduce internal operational friction
Sales Team
Needed to reduce manual intervention in the sales process and improve customer conversion.
Customer Support Team
Aimed to decrease workload related to stock inquiries, order status, and tracking.
Development and Engineering Teams
Focused on implementing a scalable and efficient platform with automated processes.
Data explained where the experience was breaking down.
Quantitative analysis
Data and metrics
- Low conversion rate: many users visited the platform but did not complete purchases.
- High average search time: the lack of advanced filters and an efficient search engine made products difficult to find.
- High volume of support inquiries: more than 40% of support tickets were related to stock availability and order status.
- Excessive sales team intervention: a significant percentage of transactions required direct assistance from an executive.
- Manual and inefficient purchasing processes: no automated purchasing workflows were in place.
Qualitative analysis
User interviews and feedback
- Unintuitive purchasing experience: customers struggled to complete the buying process efficiently.
- Lack of order tracking: no clear information was available regarding order status.
- Too many steps: customers reported that the purchase process was long and confusing.
- Outdated design and usability: the interface was not optimized for mobile devices and lacked modern UI/UX elements.
These findings were crucial in shaping optimization strategies for the new platform, focusing on reducing friction at every stage of the purchasing journey.
Four areas became the product priorities.
01
Optimize the purchasing flow
Reduce the number of steps required to complete a purchase and improve navigation.
02
Automate purchasing processes
Minimize the sales team's intervention in standard transactions.
03
Implement order tracking
Enable customers to monitor orders in real time without relying on support.
04
Update design and usability
Adopt a mobile-first approach and a more intuitive interface.
Simplify, automate and separate the right experiences.
To transform Elit's digital experience, we developed a strategy based on user research insights, conversion metrics, and business needs. Our focus was on simplifying navigation, reducing commercial team intervention, and automating the purchasing process.
01
Differentiation of experiences
We designed two platforms with distinct functionalities: a public site focused on customer acquisition, and a private site tailored for wholesale clients with personalized pricing, purchase history, and an optimized checkout process.
02
Optimizing the purchase flow
We eliminated unnecessary steps, automated validations, and enabled direct payments without manual intervention.
03
Enhancing navigation and search
We implemented advanced filters and an AI-powered search function to improve product discovery.
04
Reducing operational workload
The validation and registration process was automated, allowing customers to self-manage their accounts without relying on the sales team.
These findings were crucial in shaping optimization strategies for the new platform, focusing on reducing friction at every stage of the purchasing journey.
Defining structure before visual implementation.
Based on these strategic pillars, we created initial wireframes to define structure and optimize the user experience before visual implementation.
A public acquisition experience and a private purchasing workspace.
After validating the wireframes with key users, we developed a high-fidelity prototype incorporating feedback-driven improvements.
Public site
Modern acquisition experience
- Modern aesthetics aligned with the brand identity.
- Optimized experience for new customers, improving conversion to registration.
Private site
Wholesale purchasing workspace
- Intuitive dashboard with quick access to products and recurring orders.
- Simplified checkout with multiple payment methods.
- Frictionless purchase flow for a seamless experience.
Login
Secure, accessible and efficient access
The login process was redesigned to enhance security, accessibility, and efficiency in accessing Elit's private site.
Public site home
Conversion, acquisition and positioning
Elit's Public Home was redesigned to improve conversion rates, user acquisition, and brand positioning. SEO was optimized, strategic call-to-actions were incorporated, and the registration process for wholesalers was streamlined.
Navigation
Aligned with users' mental models
The information architecture and navigation were reorganized to create a more coherent search and browsing experience.
Private site home
A dynamic dashboard for wholesale customers
The private site combines personalized recommendations, order history, real-time tracking, advanced search, and recurring order automation.
Product listing
Clearer browsing and faster product discovery
The product listing combines advanced search, smart filters, live pricing and stock updates, comparison tools, and simplified cart additions.
Product detail
More information for confident decisions
Real-time pricing, stock, comparisons, reviews, recommendations, and support options help customers evaluate products with greater confidence.
Shopping cart
A clearer path into checkout
Clear product information, real-time stock, quick editing, saved purchases, and stronger actions streamline checkout.
Designing the complete purchasing journey.
The key flows were refined as a connected system, improving access, product discovery, decision-making, and checkout across the experience.
Login
Secure, accessible and efficient access
The login process was redesigned to enhance security, accessibility, and efficiency in accessing Elit's private site.
Public site home
Conversion, acquisition and positioning
Elit's Public Home was redesigned to improve conversion rates, user acquisition, and brand positioning. SEO was optimized, strategic call-to-actions were incorporated, and the registration process for wholesalers was streamlined.
Navigation
Aligned with users' mental models
The menu and information architecture were optimized to achieve a more coherent user experience aligned with users' mental models. Card sorting techniques and user-centered design dynamics supported a more intuitive search and navigation system.
Private site home
A dynamic dashboard for wholesale customers
The private site home for wholesale customers was optimized by incorporating a dynamic dashboard with personalized recommendations, quick access to order history, and real-time tracking. Advanced search, an optimized checkout, and recurring order automation were also improved.
Product listing
Clearer browsing and faster product discovery
The product listing was optimized with a clearer interface, smooth navigation, and options for grid or list view. Advanced search was enhanced with smart filters and real-time suggestions, while live pricing, stock updates, comparison tools, and recurring orders improved discovery.
Product detail
More information for confident decisions
The product detail page was optimized with real-time pricing and stock updates, detailed descriptions, high-quality images, product recommendations, comparisons, customer reviews, and support options to facilitate decision-making and increase conversions.
Shopping cart
A clearer path into checkout
The interface was optimized with clear product display, real-time pricing, and stock availability. Quick quantity editing, product removal, saved purchases, and clearer “Continue Shopping” and “Next” actions streamlined checkout and reduced cart abandonment.
Validating usability, performance, security and integration.
To ensure the success of Elit's new platform, extensive testing was conducted at different development stages.
Usability testing
Understanding behavior and friction
- A/B testing to evaluate different designs and purchase flows.
- User testing with key customers using real order management scenarios.
- Heatmaps and click analysis to understand user behavior.
Performance and security
Preparing the platform for production
- Load speed optimization for smoother browsing.
- Stress testing to ensure stability under high traffic.
- Security validation with encryption and reinforced authentication.
Integration validation
Connecting the complete business system
- ERP and CRM synchronization for stock and pricing updates.
- Mobile and desktop testing for a responsive experience.
- Validation of payment methods and automated invoicing.
These tests helped optimize the platform before launch, ensuring an intuitive, fast, and secure user experience.
A scalable foundation for wholesale digital commerce.
The modernization of Elit's eCommerce platform significantly improved the user experience, reduced the sales team's workload, and optimized the purchase flow for wholesale customers. Through a data-driven approach, user-centered redesign, and process automation, the following key improvements were achieved:
Optimized registration and login
Reduced friction in accessing the private platform.
Enhanced navigation and search
Advanced filters and AI-driven recommendations supported product discovery.
Streamlined checkout
Automated processes minimized unnecessary steps and improved conversion.
Scalable ERP and CRM integration
Real-time pricing and stock accuracy became part of the purchasing experience.
Reduced purchase time
The solution lowered operational workload for the sales team.
The gradual implementation strategy ensured a smooth transition for customers, minimizing disruptions.
Continue improving through data and customer feedback.
To further optimize the platform and maximize its impact, the following actions are planned:
Monitoring
Post-launch analysis
Identify improvement opportunities through conversion metrics and user behavior insights.
Iteration
Continuous UX/UI optimization
Use ongoing customer feedback to prioritize improvements.
Features
Recurring orders and personalization
Implement new features such as automated recurring orders and enhanced personalization.
Integrations
Expand connected systems
Improve customer and logistics management through additional external integrations.
Retention
Strengthen customer loyalty
Enhance loyalty and engagement among wholesale buyers.
These next steps will allow Elit to continue evolving its eCommerce platform, strengthening its market leadership and providing a seamless, efficient, and scalable purchasing experience.
Every decision was crafted with purpose.
I truly appreciate you taking the time to explore this case study. Every detail and decision behind this project was crafted with passion and purpose. I hope it has inspired you as much as it has inspired me. Keep creating, innovating, and exploring. See you in the next challenge.
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