Redesigned a legacy ordering platform from the ground up, applying product, interaction, and UX design skills to deliver a modern, customizable, feature-rich solution.
The platform supported more than 200 clients, including Ford, Best Buy, Wendy’s, and Elevance. After years of feature additions and client-specific customization, the experience had become difficult to navigate, inconsistent, and increasingly frustrating for users.
Redesigned a complex legacy ordering platform used by 200+ clients, modernizing the experience from browsing through checkout.
Led UX and interaction design, working closely with stakeholders, product, and engineering to simplify complex workflows.
User research, wireframes, prototypes, usability testing, high-fidelity UI, and a comprehensive design system.
The new platform achieved a 96% SUS score, with 16% faster checkout, 23% faster product findability, and 2 more items purchased per order.
Before redesigning the platform, we needed to understand where users were struggling and, more importantly, why those challenges existed. Because the platform supported more than 200 clients across different industries, each with unique workflows and configurations, we focused our research on identifying common pain points as well as client-specific needs.
The redesign evolved through rapid prototyping, usability testing, and close collaboration with stakeholders, product, and engineering. The goal was to simplify the experience without losing the flexibility required by a highly customizable platform.
Shop by Catalog slides out a menu that goes goes three layers deep for maximum product findability for complex catalogs. The selected row stays highlighted and each level has a Back link, so clients can compare options and narrow to the exact product without ever leaving the page.
Clicking Add briefly turns the button into a green “Added” confirmation, bumps the cart count in the header and slides the cart open with the new item highlighted. Clients can change quantities, remove items and see the subtotal update right there, then pick up where they left off with Continue Shopping, so building an order never pulls them away from browsing.
A four-step tracker (Review Cart, Checkout Details, Review Order, Submit Order) shows clients where they are. Payment Details expands in place so they can bill the order to their account on Net 30 or enter a credit card. The Review Order page lays out items, delivery, payment and contact details with an Edit link on each section, so clients can confirm everything before they submit and fix anything without starting over.
A three-step editor walks clients through their dealership details and up to two contact numbers, then the cover vehicle, showroom hours and quantity, where the price per brochure drops at higher quantities. A live proof updates as they go. Approve & add to cart stays locked until they check the box approving the proof, so a wrong address or phone number gets caught on screen instead of after printing.
The redesigned platform created a clearer and more efficient experience for customers across more than 200 client organizations. By simplifying navigation, product discovery, and checkout, the new experience reduced friction while improving overall usability. The new platform achieved a 96% System Usability Scale score, with users completing checkout 16% faster and finding products 23% faster. Orders also increased by an average of 2 additional items per purchase.
System Usability Scale score with the new UX.
Faster checkout compared to the legacy system.
Reduction in time spent finding products.
More items purchased per order.
