Balancing B2B & B2C
Improving UX for an International E‑Commerce Platform
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.
challenges
The goal was to balance an easy-to-use B2C shopping experience and robust B2B functionality, while maintaining consistency across 15+ markets and supporting three parallel development streams.
results
Delivered a seamless user experience that supported both individual customers and business distributors.
Established design consistency across 15+ European markets, each with unique language and regulatory requirements.
Supported three parallel development streams, ensuring cross-team alignment.
Transitioned from Sketch to Figma, enabling faster collaboration and reducing maintenance overhead.
target audience
The target audience included both individual customers and business distributors, which introduced complex B2B user flows. With the platform operating across 100+ countries and territories, our work focused on European markets.
my role & team
I joined a design team of four:
Design Team Leader
Two UX/UI Designers (including myself)
A UX Designer focused on usability testing.
Working with the content team for localisation.
Three development teams:
Product Owner
Business Analysts
FE and BE developers
QA specialists.
process
We worked in two-week sprints using Scrum and relative Story Points to estimate design efforts, ensuring alignment and realistic delivery expectations.
Designing Core Flows
I provided UX guidance for key pages, including the Product List, Product Details, and Checkout, and designed flows for promotions, profit tracking, add‑to‑cart, and group orders. These flows were critical for both B2C and B2B users, ensuring a smooth and consistent user experience across markets.
Recurring Orders Functionality
I refined a high-level concept into a development-ready solution by addressing design gaps, edge cases and validation rules. To minimise ambiguity and back-and-forth during implementation, I created clear documentation, streamlining handoff, accelerating release timelines and reducing support overhead.
UX Components Library
When I joined, the team was using Sketch, along with a shared UI kit library, which involved tedious manual file storage and maintenance. During the transition to Figma, I contributed to building a stronger component ecosystem.
In addition to UI kit components, I developed a UX library with page templates, which reduced distractions from irrelevant page elements and kept focus on key features. This enabled faster prototyping and improved clarity when communicating flows with business and development teams.
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