B2B Marketplace Redesign 

UX • UI • VISUAL DESIGN • PROTOTYPE

 REDESIGN for member signed in views of client B2B Social Marketplace

The following case study discusses a widely scoped redesign effort for a B2B marketplace, hosted by  Balluun. Balluun serves as a white label, B2B marketplace focused on driving wholesale products and member connectivity for three major retail industries; fashion, toys and Health & Wellness.  The platform allows sellers to showcase and sell their products while allowing buyers to discover, browse and purchase their products.  Three of the major stakeholders utilizing Balluun's platform include the following companies:

Problem

A large opportunity was recognized to improve Balluun’s overall member login experience by reducing friction-prone layouts, navigation, calls-to-action, language and task flows.

Approach

To execute strategy on a redesign effort, Balluun sought the expertise of a design consultancy, The Chobanian Group, to lead the redesign strategy of Balluun’s product with the goal of improving the overall usability of Balluun's online services and features. The project was given a stringent timeline to complete a generous list of epics to redesign.  To maximize the time allotted, as a design team, we leveraged visual design cues executed with UX design principles and industry best practices in mind. With that approach, I executed on a highly pragmatic and heuristic means to quickly create a collection of high-fidelity deliverables in the form of wireframes, assets and prototypes. In parallel with the redesigned views, it was integral that a collection of style guides and reusable components be curated with the creation and implementation of a scalable design language system to influence the design direction and impact the efficiency of our design process. 

My Role

I was fortunate to have joined the team of designers, developers and product management to collaborate and create the next generation of Baluun’s online experience. I was tasked with several of the epics designated for redesign which included a series of page views, task flows, micro-interactions, patterns and components. Upon review and approval of my design director and product manager, artifacts were then handed off to our team of developers.  Below I have included a few examples of the work I have contributed to Balluun's redesign and growth of their new design language system. 

The Focus

Manage Showroom: Add Product Flow

Ballun's manage showroom feature allows selling members to upload products onto their online store which combines a series of product detail forms, actions and requirements.  Below focuses on the main UX and visual issues we came across as pain-points that required redesign attention: 

The Redesign 

Manage Showroom: Add Product Flow

The New Paginated Form 

The original add product form is very complex and creates a lot of room for error for a selling member. I recognized that there was a large opportunity to break the form into several dedicated sections in a page format which aims to keep the form organized and focused, as previously mentioned,  and helps establish more control and position with the users end goal. 

For a more cohesive look and experience of the redesign, I also created a working prototype which can be accessed below: 

New Patterns

Introduction of Redesigned Patterns: Add Categories & Tags

In addition to the redesign form,  part of my responsibility was to incorporate redesigned micro-interactions and behaviours for the add categories and add tags section of the form.  Details specifications which were handed-off to our development team are shown below: 

Additional work in progress. More to follow. Stay Tuned!