Product Design · Dashboard · 2025
Buyer Dashboard
An end-to-end purchasing experience that turns a fragmented buying journey into a single, confident flow.
Overview
Project overview
The Buyer Web App is the primary surface where customers discover, evaluate, and purchase products. I redesigned the journey to reduce friction and build trust at every step.
01
The problem
The legacy flow was stitched together from multiple internal tools. Buyers dropped off at evaluation and checkout because pricing, availability, and order status were scattered across disconnected screens.
02
My role
I led product design end-to-end: discovery research, journey mapping, IA, interaction design, prototyping, and design-system contributions, partnering closely with PM and two engineers.
03
Who we designed for
Procurement managers and small-business owners who buy in bulk, often comparing several suppliers under time pressure and needing predictable delivery.
04
Research
- 12 moderated interviews with active and churned buyers.
- Funnel analysis across 90 days of checkout behaviour.
- Competitive teardown of 6 B2B purchasing platforms.
- Unmoderated tree-testing to validate a simplified IA.
05
Key insights
Buyers abandoned when they couldn't trust delivery timelines.
Hidden fees at the last step were the single biggest drop-off cause.
Power users wanted to re-order in two clicks, not re-discover.
Mobile was 38% of traffic but treated as an afterthought.
06
Design decisions
Surface trust early
Pricing, availability, and delivery estimates moved to the product surface so decisions happen before checkout, not during it.
A single, linear checkout
Collapsed a 5-step process into a focused 2-step flow with a persistent order summary and zero surprise fees.
Re-order shortcuts
Introduced saved carts and one-tap re-ordering for repeat procurement workflows.
07
Final solution
A calm, content-first interface with a consistent component language. The journey now reads as one continuous story: discover, build confidence, and check out — fully responsive across desktop and mobile.
Impact
The impact
42%
Faster checkout time
+18%
Completed orders
−27%
Support tickets
Reflection
What I learned
- Trust is a design material — exposing the right information early did more than any visual polish.
- Designing the re-order path first reframed the entire IA around real buyer rhythms.
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