e-Commerce

Client

Elit

Role

Lead Product Designer

Duration

3 Months

Context

Elit is a wholesale company with over 30 years of experience in the technology distribution sector. It has established itself as a market leader, providing a wide range of solutions to retailers, businesses, and distributors, with the broadest customer reach in the country.

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:

Public site: Displays products without visible pricing.
Private site: Exclusive for registered customers, offering real-time pricing, stock availability, and advanced purchasing features.

My Role

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.

Problem to solve

Despite its market leadership, Elit faced technological and user experience stagnation in its eCommerce platform, affecting operational efficiency and customer satisfaction.

The main issues identified were:

Lack of modernization, falling behind competitors in terms of technology and design.
Difficulty in finding products due to an unintuitive search system and poor navigation.
Lack of order tracking, creating uncertainty for customers and increasing the workload for the support team.
Outdated user experience, with an unoptimized purchasing flow and limited mobile accessibility.
Resistance to change, as customers were accustomed to the existing platform, requiring a gradual transition to avoid disruptions.

Main Objective

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.

The key objectives included:

Optimizing user experience (UX/UI) by improving navigation, product discovery, and purchasing processes.
Implementing new technologies to ensure greater stability, scalability, and performance.
Enhancing order tracking, providing real-time updates and reducing customer inquiries to the support team.
Facilitating a smooth transition to the new platform, introducing changes progressively and providing training to minimize the learning curve for customers.

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.

Research and Analysis

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

The wholesale technology distribution sector has experienced significant digital transformation, with competitors adopting more agile and intuitive platforms. This shift has raised B2B customer expectations regarding:

Smoother purchasing experiences, similar to B2C eCommerce standards.
Real-time access to key information, such as stock availability, pricing, and order tracking.
Automation of purchasing processes, reducing dependency on human intervention.
Integration with management systems (ERP and CRM) to enhance operational efficiency.

To remain competitive, Elit needed to modernize its platform, improving the purchasing experience and reducing friction in product acquisition.

User Profile and Key Stakeholders

The main actors within Elit’s ecosystem were identified:

Key Users (B2B Customers)

Retailers and distributors: Companies reselling technology products that require a fast and efficient experience.
Corporations and enterprises: Organizations purchasing products in bulk, seeking system integration.
IT professionals and technicians: Users with specific needs requiring detailed product specifications and guaranteed availability.

Internal Stakeholders

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.

Key Research Insights

Various research techniques were applied to obtain an accurate diagnosis of the current platform and user expectations:

Quantitative Analysis (Data and Metrics)

An analysis of the existing eCommerce platform revealed the following key findings:

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 finding products difficult.
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, slowing down the process and creating operational dependency.
Manual and inefficient purchasing processes: No automated purchasing workflows were in place, forcing customers to complete multiple manual steps, increasing friction in the user experience.

Qualitative Analysis (User Interviews and Feedback)

Interviews and surveys were conducted with key customers to understand the main pain points within the platform. The primary findings included:

Unintuitive purchasing experience: Customers struggled to complete the buying process efficiently.
Lack of order tracking: No clear information was available regarding order status, creating uncertainty.
Too many steps to finalize a purchase: Customers reported that the process was long and confusing, involving unnecessary interactions.
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.

Analysis Conclusions

Based on the data collected, four critical areas of improvement were identified:

Optimizing the purchasing flow

Reducing the number of steps required to complete a purchase and improving navigation.

Automating purchasing processes

Minimizing the sales team’s intervention in standard transactions, allowing customers to place orders independently.

Implementing an order tracking system

Enabling customers to monitor their orders in real-time without relying on support.

Updating design and usability

Adopting a mobile-first approach and a more intuitive interface to enhance the user experience.

Strategy & Design Solution

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.

Strategic Pillars

Differentiation of Experiences: We designed two platforms with distinct functionalities:
- Public Site: Focused on customer acquisition, with limited product information and no visible prices.
- Private Site: Tailored for wholesale clients, providing access to personalized pricing, purchase history, and an optimized checkout process.
Optimizing the Purchase Flow: We eliminated unnecessary steps, automated validations, and enabled direct payments without manual intervention.
Enhancing Navigation & Search: We implemented advanced filters and an AI-powered search function to improve product discovery.
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.

Wireframes

Based on these strategic pillars, we created initial wireframes to define structure and optimize the user experience before visual implementation.

Final Prototype

After validating the wireframes with key users, we developed a high-fidelity prototype incorporating feedback-driven improvements.

Final Design of the Public Site

Modern aesthetics aligned with the brand identity.
Optimized experience for new customers, improving conversion to registration.

Login:

The login process was redesigned to enhance security, accessibility, and efficiency in accessing Elit's private site.

Public Site Home:

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.

Navegation:

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 were implemented, facilitating the creation of a more intuitive and fluid search and navigation system.

Final Design of the Private Site

Intuitive dashboard with quick access to products and recurring orders.
Simplified checkout with multiple payment methods.
Frictionless purchase flow for a seamless experience.

Private Site Home:

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:

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. Detailed product information was added, including live pricing and stock updates, enriched product descriptions, and comparison tools. Additionally, the purchase flow was simplified, allowing one-click cart additions, recurring order management, and highlighted active promotions.

Product Detail:

The product detail page was optimized with real-time pricing and stock updates, detailed descriptions, and high-quality images. The purchasing experience was improved with a quick-buy button, recurring orders, and product recommendations. Additionally, product comparisons, customer reviews, and support options were added to facilitate decision-making and increase conversions.

Shopping Cart:

The interface was optimized with clear product display, real-time pricing, and stock availability. Quick quantity editing, product removal, and saved purchases were added. Additionally, navigation was improved with "Continue Shopping" and "Next" buttons, streamlining checkout and reducing cart abandonment.

Testing & Validation

To ensure the success of Elit's new platform, extensive testing was conducted at different development stages.

Usability Testing

A/B Testing to evaluate the effectiveness of different designs and purchase flows.
User testing with key customers Simulated real order management scenarios to identify workflow friction.
Heatmaps and click analysis to understand user behavior on the platform.

Performance and Security Testing

Load speed optimization for a smoother browsing experience.
Stress testing to ensure platform stability under high traffic.
Security validation with data encryption and reinforced authentication.

Integration Validation

ERP and CRM synchronization, ensuring accurate stock and pricing updates.
Mobile and desktop testing for a fully responsive experience.
Validation of payment methods and automated invoicing for wholesale customers.

These tests helped optimize the platform before launch, ensuring an intuitive, fast, and secure user experience.

Conclusions and Next Steps

Conclusions

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, reducing friction in accessing the private platform.
Enhanced navigation and product search, with advanced filters and AI-driven recommendations.
Streamlined checkout and automated processes, minimizing unnecessary steps and improving conversion rates.
Scalable platform integrated with ERP and CRM, ensuring real-time pricing and stock accuracy.
Reduced purchase time and lower operational workload for the sales team.

The gradual implementation strategy ensured a smooth transition for customers, minimizing disruptions.

Next Steps

To further optimize the platform and maximize its impact, the following actions are planned:

Post-launch monitoring and analysis to identify improvement opportunities through conversion metrics and user behavior insights.
Iterative UX/UI optimizations, based on continuous customer feedback.
Implementation of new features, such as automated recurring orders and enhanced personalization.
Expansion of integrations with external systems, improving customer and logistics management.
Customer retention strategies, enhancing 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.

Thank You for Exploring!

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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