Retailer Ordering Portal
I led the redesign of a legacy B2B retailer ordering portal, transforming a dated, phone‑dependent process into a modern, self‑serve digital experience that significantly improved order accuracy and operational efficiency.
The Challenge
Retailers frequently relied on support calls due to confusing navigation, unclear inventory information, and rigid ordering flows. The system lacked clear IA, had inconsistent UI patterns, and slowed down high‑volume ordering cycles.
What I Led
Rebuilt the information architecture with a clean, intuitive navigation model
Introduced guided flows for complex order types
Added self‑serve controls to reduce reliance on support teams
Improved order review, error handling, and confirmation clarity
Reinforced consistency with a more structured visual and interaction system
Impact
The redesigned portal reduced phone support dependency, improved order accuracy, and gave retailers a faster, more reliable way to place and manage orders—leading to stronger operational efficiency and a better overall experience for both internal teams and retail partners.
