This project involved the redesign of a B2B e-commerce platform, PromoShop, specialized in selling promotional products with pre-established designs from the LTH brand.
As a UX/UI designer, I led the discovery research process to identify critical points in the current flow, developed wireframes aimed at simplifying order management, designed high-fidelity interfaces with a focus on visual brand cohesion, and conducted usability testing.
A key challenge was that, at the start of the project, there was no clear diagnosis of the causes of poor commercial performance, which made the research and analysis phase crucial.
Research Objectives
The main objective was to optimize the user experience to increase sales, focusing on two pillars: a more intuitive navigation for authorized brand sellers (who are the only ones with access to the platform) and an aesthetic overhaul aligned with LTH's corporate identity.
Methods
The research process was based on a hybrid approach due to the limitation of not having direct access to end-users. To compensate for this restriction, I developed a methodology that combined:
Heuristic audit applying usability principles, identifying inconsistencies in critical flows (such as the reorder process for promotional products) and visual affordance errors in key CTAs.
Immersion sessions with the client to rebuild the customer journey map from their operational perspective, prioritizing recurring issues reported by sellers, such as: lack of traffic, difficulty comparing promotional kits, and lack of clarity on product specifications.
Analysis of historical platform metrics (checkout abandonment rate, navigation patterns in the catalog) combined with qualitative data from technical support.
Benchmarking of platforms in complementary sectors (industrial supplies, wholesale sales, general e-commerce) identifying successful patterns in the organization of large catalogs.
Key findings:
42% of users attempted to customize products in steps where it was not technically possible (requiring adjustments in information architecture).
Filtering by customer type (new vs. returning) showed a 78% error rate based on interaction logs.
12 aesthetic friction points were identified that affected the perception of corporate professionalism.
Key findings
Misaligned architecture: 60% of the screen space prioritized decorative elements over key functionalities, requiring a redistribution to optimize the exposure of lagging products in strategic sections of the journey.
Lack of self-service in the purchase cycle: Metric analysis revealed that 45% of support contacts were related to inquiries about technical specifications, indicating the need to include interactive technical sheets with online comparison features to reduce operational friction.
Opportunity in loyalty programs: Sessions with the client identified that the minority of sellers were using the existing points system, which led to redesigning the visual hierarchy to highlight reward benefits in critical decision-making contexts.
Untapped demand for social capital: Benchmarking revealed that similar platforms increased their sales by implementing "success stories" sections with concrete metrics from other sellers, inspiring trust and providing replicable models.
Loss of cross-selling opportunities: Rebuilding the customer journey revealed that integrating promotional kit suggestions based on commercial seasons could reduce order setup time.
Creation process
Based on the research findings, I created a simplified 4-step order flow. The navigation was redesigned so users could complete the purchase process in clear and direct steps: product selection, preferences and quantity, order summary, payment, and confirmation with delivery details.
After several tests with the initial wireframes, I adjusted the flow to include an interactive module for customizing promotional products based on available stock, as well as displaying the number of points that would be generated depending on the quantity purchased.
Prototype design
The visual design followed a modern and minimalist approach, using vibrant colors that reflect the brand's identity, along with gradients. The focus was on visual hierarchy and readability. A sans-serif font was chosen to ensure clarity across all devices.
Key components:
The action buttons were redesigned to be more prominent, ensuring a clear visual hierarchy. Additionally, intuitive icons were introduced for sections such as My Profile, Shopping Cart, Points, etc.
Usability testing
This prototype was used in usability tests with 3 users, who provided feedback on the ease of use and speed of the process.
Testing results:
Users reported a significant improvement in understanding the flow and purchase suggestions, and the average time to complete an order was reduced. It was also mentioned that trust in the platform increased due to visual consistency.
Results and learnings
After implementing the redesign, all the areas of opportunity identified during the research were addressed, along with the emergence of creative ideas to move lagging products, thanks to seasonal purchase bundles or suggestions, an Outlet section, and giving more prominence to points generation within the platform.
I learned the importance of iterating quickly with users during the early design stages and how small improvements in navigation can have a significant impact on the overall experience.
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