About
Helping employees and purchasing professionals place an order for items/services offered by vendors for internal use.
Problem Space
Poor B2B experience led to sales decline. GEP Marketing Survey Rating: Ease-of-use: Avg. 2.48/5 (Total respondents: 366)
Task
I was assigned to understand, document and design P2P buying experience for all user expertise, including first-time casual user and procurement manager.
Role
UX Designer (IC and Lead)
Team
2 UX, 2 Researchers, 7 PMs, 1 SME, Sales and Engg
Duration
1 year 2 months
Activities and Deliverables
“It is frustrating to find out what I’m looking for when I just need to order some office supplies.” — Survey Participant
“How to start shopping?” — Survey Participant
Design Strategy
The design goal is to help establish meaningful relationship between a buyer and supplier like the relationship between a doctor and a patient and less like a relationship between a salesperson and a prospect.
How?
PET (Persuasive, Emotion, Trust) design approach - influencing human behavior through product characteristics that leads to high conversion rates.
Why PET?
“Data shows B2B customers expect B2C treatment”
— https://info.sana-commerce.com/int_wp_b2b-buyer-report.html
User Quotes from Usability Testing
“It is just like any e-commerce site like Amazon, I would say way easier to access any of my orders.” — Participant
“The full flow was really simple and intuitive. I liked it.” — Participant
Results
32% increase in ease-of-use rating (4.1/5 in Jul 2023 from 2.48/5 in Oct 2022
Increase in sales, according to solution design team (Sales)
Made the company generate revenue ($) by making existing customers happy with improved UX