What if buying for work felt as easy as buying for yourself?
Quick Summary
As Lead UX Designer at Varis (an Office Depot-backed SaaS startup), I spearheaded the design strategy for a one-stop B2B commerce platform used by enterprise clients like Lowe's and Domino's. My end-to-end UX leadership—from discovery through delivery—drove $20M in new revenue within a year and improved user satisfaction across high-stakes, high-volume purchasing journeys.
Context
Our mission was to empower employees at large enterprises—Lowe’s, Advance Auto Parts, Ulta Beauty, Domino’s—to efficiently purchase business-critical supplies. These users operated in fast-paced environments where delays meant real operational costs. With millions in transactions daily, even small UX wins had outsized business impact.
Key UX Challenges Before My Involvement:
Outdated Tech & Fragmented UX: The platform was slow and unintuitive. One technician spent 30+ minutes just to order essential gear.
Lack of Personalization: Store managers manually tracked frequently ordered items on paper.
Ineffective Search & Filtering: Simple queries like “laptop” returned unrelated accessories. Only four filters were available, limiting product discovery.
Problems & Pain Points
““I don’t have time to dig through ten different supplier portals—I need one place to compare pricing, manage approvals, and track orders without slowing down my team.””
Design Strategy
I led a consumer-grade shopping experience strategy tailored to the complexities of B2B workflows. My work included:
End-to-End Journey Ownership: Designed cohesive workflows across login, search, filters, product detail, cart, and checkout.
Search & Filtering Overhaul: Boosted relevance by prioritizing product name matches, relocated filters to the left for intuitive navigation, and expanded filtering options.
Shopping Personalization: Introduced features like personal shopping lists and low-stock alerts—saving users 30+ minutes per order.
Accessibility Uplift: Remediated 15+ issues on the homepage, improving usability for screen readers and ensuring WCAG compliance.
In this process, I led 10+ workflows involving 7+ product teams, ensuring alignment across diverse features and use cases.
Discovery Plan
To meet tight deadlines while preserving research quality, I developed a lean Discovery framework:
Research: Conducted desk research, generative user interviews, and stakeholder mapping.
Workshops: Led Job Definition Workshops to align teams around core user needs.
Rapid Concepting: Facilitated Design Studio sessions to generate MVP concepts in 2–3 hours.
Validation: Ran 20+ research and co-design initiatives, including quarterly “Walk-the-Experience” sessions with real users.
This process provided clarity for the team, ensuring data and content requirements were ready before design even began.
Outcomes & Impact
Business Results
+$20M Revenue: Platform drove $20M in transactions within the first year.
67% Faster Checkout: Reduced search-to-checkout time, driving higher order completion rates.
Reduced Rogue Spending: Guided users toward contract-compliant purchases, cutting waste.
75+ Feature Enhancements: Prioritized by feasibility, scope, and customer impact.
User Outcomes
Streamlined shopping saved employees 30+ minutes per purchase.
Personalized features increased satisfaction and loyalty.
Accessibility updates expanded inclusivity.
Bounce rate dropped from 30% to 15%.
Another one?
Coca-Cola Mobile App
A personalized app experience that rewards Coca-Cola fans. As a UX team of one, I lead the UX strategy and execution.
👉 UX strategy, wireframes, UI design, client project
Hospitality Concierge Chatbot
A hospitality-based conceptual concierge mobile app that acts as your trusted local guide throughout your hotel stay. As the sole UX/UI designer in a cross-domain team, I delivered personas, user scenarios, wireframes, and a UI mockup flow to our client.
👉 UX strategy, wireframes, ui design, conversational design, concept, client project