Portfolio Details

Project Overview

  • Category: UX/UI Design
  • Client: TVape - Wholesale Portal
  • Role: Lead UX/UI Designer
  • Duration: 5 months
  • Skills: B2B UX Strategy, UI Design, User Research, Wireframing, Prototyping, User Flow Optimization, Magento 2 implementation, Usability Testing
  • TVape Wholesale (Desktop) | View PDF file
  • Checkout TVape Wholesale (Desktop) | View PDF file
  • TVape Wholesale (Mobile) | View PDF file

Transforming B2B Sales with an Intuitive Wholesale Portal

TVape’s B2B partners relied heavily on the sales team to place orders manually, leading to inefficiencies and delayed transactions. The goal? Design a self-service wholesale portal that would streamline the ordering process while maintaining the flexibility and pricing structures essential for business clients.

I led the UX/UI design of this Magento 2-based B2B portal, focusing on creating a seamless, intuitive, and efficient experience for wholesale partners.

The Challenge: Removing Sales Team Dependency

  • Manual ordering process → Partners had to contact sales reps for every order.
  • Lack of transparency → No easy way for B2B customers to check pricing, discounts, or stock levels.
  • Scalability issues → The sales team struggled to keep up with growing B2B demand.

The Strategy: A Self-Service, Intuitive UX for Wholesale Partners

1. User Research & Pain Point Analysis

Before designing, I conducted user interviews with TVape’s sales team and B2B partners to uncover key pain points:

  • Sales reps’ perspective → Repetitive tasks and bottlenecks in the ordering process.
  • B2B partner needs → Faster access to pricing, order history, and stock availability.
  • Competitor benchmarking → Studied best practices in B2B eCommerce UX.

2. UX Strategy & Information Architecture

To optimize the user experience, I structured the portal around efficiency and clarity:

  • Simplified onboarding → Quick-access registration for approved B2B partners.
  • Clear navigation & hierarchy → Easy access to product catalogs, pricing tiers, and bulk order tools.
  • Intelligent search & filtering → Ensured partners could quickly find what they needed.

3. UI Design – Optimized for B2B Efficiency

The design needed to balance functionality and usability, ensuring that wholesale partners could place orders with minimal friction:

  • Minimalist, data-driven interface → Prioritized clarity, quick scanning, and ease of use.
  • Discount & tiered pricing visibility → Partners could instantly see their custom pricing.
  • Stock availability indicators → Real-time updates to prevent out-of-stock issues.
  • Bulk order & reorder functionality → Reduced friction for repeat purchases.

4. Prototyping, Testing & Iterations

Using Adobe XD, I built interactive prototypes to test with internal teams and select B2B clients:

  • Usability testing with B2B partners → Validated ease of use and pain point resolutions.
  • A/B testing on navigation flow → Improved checkout speed and accuracy.
  • Iterative UI refinements → Enhanced readability, accessibility, and responsiveness.

The Results: A Seamless Wholesale Ordering Experience

  • Self-service adoption → Reduced dependency on sales reps for order placements.
  • Faster order processing → B2B partners could place bulk orders in minutes.
  • Improved user satisfaction → Positive feedback from wholesale customers on usability.

Final Thoughts: Enhancing B2B UX for Scalability

The TVape Wholesale Portal transformed B2B purchasing by reducing sales team workload and improving the customer experience. This project showcases my ability to design complex eCommerce solutions that prioritize efficiency, usability, and scalability.

Next Steps: Continued UX refinements based on partner feedback & business growth needs.