Balancing B2B & B2C
Improving User Experience for an International E‑commerce
I was part of the design team supporting the e-commerce platform of a global multi-level marketing company specialising in healthcare and beauty products.
target audience
The target audience included both individual customers and business distributors, which introduced complex B2B user flows.
The website operates across 100+ countries and territories. Our focus was on more than 15 European markets, each characterised by its own languages, specifics, and regulatory restrictions.
my role & team
I worked as a UX/UI Designer within a design team of four:
Design Team Leader
Two UX/UI Designers (including myself)
A UX Designer focused on usability testing.
We supported three development teams, which included Business Analysts, QA specialists, and FE and BE developers, each assigned to a Product Owner.
Additionally, we worked with the content team on localising copy for different regions.
process
The design team operated in two-week sprints and engaged in Scrum activities, including refinement, planning and retrospective sessions.
We actively used relative Story Points for design task estimations.
challenges
Balancing between an easy-to-use e-commerce website for everyday customers and a robust B2B tool for business distributors.
Ensuring a consistent user experience across 15+ European markets.
Design for three resolutions: desktop, tablet, and mobile.
Supporting three parallel development streams.
Transitioning from Sketch to Figma without interrupting project momentum.
Designing Core Flows
I provided UX guidance for key pages, including the Product List, Product Details, and Checkout pages, and designed flows for promotions, profit tracking, add‑to‑cart, and group orders.
Recurring Orders Functionality
I expanded a high-level concept from a previous iteration, refining it into a detailed, development-ready solution. I identified and resolved critical design gaps while ensuring stability throughout development.
By creating clear documentation and covering edge cases and validations, I managed to minimise back-and-forth communication during implementation. Such streamlined handoff led to faster release timelines.
UX Components Library
When I first joined the project, the design team used Sketch and a UI kit in a shared library that required tedious file storage and maintenance. During the project, we transitioned to Figma.
In addition to contributing to UI kit components, I developed a UX library with page templates, enabling rapid prototyping and clearer communication of screen flows with business and development teams. These templates reduced noise from irrelevant page components, keeping the team focused on key features.
Testimonials
Thanks for taking an eye on design, dev communication and support, Figma UX guide and Onboarding tutorial at the same time!
Design Team Lead, EPAM
Thank you very much, my team! It was a pleasure to work with you, and the project is a really great experience!...
UX/UI Designer, EPAM