Auditing and Improving the UX of B2B Retail Platform
Role
UX designer
Year
2024
Client
Versuni
Context
As a company that recently became independent from Philips, Versuni needed their B2B sales platform to reflect their new identity while better serving their retail clients' needs. I led a UX audit and redesign to optimize the platform's functionality and align it with enterprise user expectations.
Approach
I conducted a comprehensive UX analysis combining competitive research, heuristic evaluation, and stakeholder interviews. This revealed critical pain points in order management and navigation flows. Working closely with the product team, I developed solutions prioritised by business impact and technical feasibility.
The research informed core design principles that balanced Versuni's brand identity with B2B user needs. These guided the creation of key improvements: a streamlined navigation system, a consolidated dashboard displaying important metrics and latest orders, and a redesigned order management interface with enhanced visibility and control. These were delivered alongside recommendations to improve the continuous UX process of the team.
Results
Audited UX of platform with solutions implemented by dev team
Defined brand identity pillars to emphasise B2B focus of platform
Increased user efficiency through optimised workflows and reduced clicks for common tasks
Established design system from scratch with clear principles for consistent future development
