B2B Customer Portal
The purpose of this engagement was to design and deliver a unified customer portal for a B2B manufacturing company. The goal was to create a seamless, consistent experience across all brands, regardless of backend systems, and to develop a self-service tool that reduces reliance on the customer care team, enhancing efficiency and customer satisfaction.
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Completed from 2023 - 2025
Deliverables
User Personas
Product Vision
Success Metrics & Dashboards
User Flows
Development Ready Designs
Software Used
Miro
Figma
PowerBI
voice of
the customer
Experience Researcher
STRATEGIC ROADMAP Planning
Experience Strategist
Application Production Design
Experience Designer
Focusing on Customer Needs
Through user interviews, surveys, and site visits multiple personas were developed for both dealer and retail customers. They all had a few common things: they were happy with the product offerings from this company, but they were frustrated with the lack of transparency and trust their experiences provided. When planning the feature set for this application, the guiding vision defined by user feedback was:
"Build a unified, standardized, 'best-in-class' ordering platform to simplify all touchpoints along their journey."
Knowledge that Empowers
Visibility into Every Order
Make it Easier
Fragmented Experiences to One Unified Portal
This company had acquired various brands over the years, but had not taken the steps to unify the customer experience or technical systems that came along with those brands. Over time that led to frustrated customers and an overloaded customer service team. Over five phases of development we were able to standardize:
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Order Terminology
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Ordering Methods (Replacement Parts​, Sample Orders, New Orders & Add Ons, Custom Orders)
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Truckload Logistics
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Order Tracking Visibility
Design Process
The design team was made up of 1-2 Designers and myself as the Experience Lead. We followed this process to support a team size of 15 engineers, both from-end and back-end while balancing user and stakeholder feedback.
Tracking Value
While entering 2025, the team had released much of our planned phases and we were seeing the early adopters utilize the feature sets. It was time to start driving full adoption of the portal. Three key desired outcomes were defined with specific metrics to determine success. These key outcomes were:
Increase Customer Satisfaction
By being the easiest to do business with, customer satisfaction and brand loyalty will increase.
Increased .5 point
Streamline Team Member Onboarding
By supplying team members with one tool to learn, the amount of onboarding time and turnover rate will reduce.
Reduced 75%
Increase Value of Self Service by Care
By increasing adoption, the number of times customer care has to intervene will decrease, taking workload off of the team
Increased 50%