B2B E-commerce
FH + Hering
A project to transform how retailers purchase clothing
Hering’s B2B project was part of the company’s bold digital transformation strategy. The primary objective was to design an e-commerce site for retailers who had previously made purchases offline.
Process
My approach to the project was based on the Double Diamond framework. Starting with user interviews and observation, I consolidated the research into personas and user journeys, validating them with stakeholders. The next step was designing the flow and a prototype, which was then used to validate the design with users through usability testing.
The primary goal of the user research for the project was to understand the purchasing process.
What drove the choices?
Who influenced the decision-making process?
What steps were involved in placing an order?
To answer these questions, an interview process was established involving various user profiles and stakeholders.
B2B e-commerce with a lean, responsive purchasing funnel
The proposal, developed based on research findings, followed a macro structure consisting of:
A product list, which could be a category view or search results
A PDP (Product Detail Page), featuring full details and an "add to cart" option
A shopping cart, for managing the order
Navigable prototype here.
Proposta de solução
Impact and Learnings
Lean Approach and Friction Reduction: Transitioning from an offline to a digital purchasing model demonstrated that simplifying the conversion funnel and efficiently managing the responsive shopping cart drastically reduced operational time for store owners and salespeople.
Agile Validation: Validating discovery hypotheses early on—using high-fidelity prototypes and usability testing—mitigated development risks and ensured immediate adoption upon the MVP launch.
Engineering and Business Alignment: Recognizing that salespeople (rather than just store owners) were the primary operational users allowed the multidisciplinary team to realign its priorities toward what truly drove value.