Acme had an ageing website that wasn’t keeping pace with its growth and the fast-changing expectations of a B2B customer. Due to the limited functionality of their old site, many customers were diverting to making their orders over the phone or email, putting significant strain on the customer service team.
Taking a customer-centric approach to User Interface and Experience (UI/ UX) design, our solution focused on resolving the pain points of a B2B buyer. We first prioritised navigation and easy access to product information, while orientating a “3-clicks max” principle to the UI. Products were displayed by brands and categories, and the customised search bar was positioned front and centre, with the ability to explore by product name, keywords or SKU.
B2B buyers are often time-poor, so we designed a range of convenient features for Acme customers. This includes enabling Quick Order, Multi-cart, and Instant Buy features that make purchasing a breeze.
We implemented two-way ERP integration, enabling real-time visibility of stock levels for Acme customers, and more accurate product demand forecasting for procurement. While reducing the marketing and customer support workload, as new products and SKU-level information are automatically added to the web catalogue as the warehouse team stocks them.
In the customer portal, we created a custom ‘multi-cart’ system which allow customers to purchase for multiple accounts or locations easily. This helped reduce admin time for Acme’s customers while simplifying purchase orders and invoicing. For regular customers that prefer to buy without looking around the site, the quick order system allows customers to upload a CSV of SKUs instead of shopping online.
The project’s overall success encouraged Acme to digitise more of its processes, and we’ve added enhancements such as billing and delivery dispatch information to the customer portal. In addition, Acme’s customers enjoy the functional and easy-to-navigate UI experience, the innovative quick reorder capability, and the multiple cart system. Ultimately, we were able to create a system that digitised this stationery giant.
