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Industrial Online Sales Process Improvement


The primary institutional digital sales channel for an industrial company was facing low adoption rates due to its complexity.
Users found it difficult to navigate, leading to a high volume of support calls and a reliance on manual processes.


The challenge was to improve the existing Legacy application’s digital acquisition flow and process, making it simpler and easier for clients to use.



Following comprehensive research and analysis of the application, I identified several critical issues that required attention:

  • UI Inconsistency: The user interface lacked a cohesive design, causing confusion.
  • Information Overload: Users were overwhelmed by the sheer amount of information presented.
  • Incorrect Information Grouping: The order and grouping of information were not intuitive, complicating the user journey.

By addressing these issues, I aimed to streamline the acquisition process, making it more user-friendly and efficient.


The client names and other confidential details have been modified to comply with signed non-disclosure agreements (NDA)

My Contribution

As the UX designer, my role encompassed several key responsibilities:

  • Expert Review and Analysis: Conducted a thorough review and analysis to identify pain points and areas for improvement.
  • Collaboration with Development Team: Worked closely with the development team to understand and negotiate the limitations of the legacy system, ensuring that proposed changes were feasible and realistic.
  • Redesign Navigation and IA: Revamped the navigation structure, information architecture, hierarchies, processes, actions, and the presentation of relevant information.
  • Low-Fidelity Wireframes: Created initial wireframes to outline the redesigned user flow and structure.
  • High-Fidelity Wireframes: Developed detailed wireframes to visualize the final design.
  • Interactive Prototypes: Produced high-fidelity interactive prototypes for testing and validation.
  • Documentation: Documented all UX improvements, patterns, functionalities, and the overall look & feel.



The redesigned digital sales platform resulted in several notable improvements:

  • User Independence: Prior to the redesign, users often had to rely on phone calls or company employees to log in and complete orders on their behalf due to the complexity of the process. After the redesign, users were able to complete the entire process independently, freeing up significant time for company employees.
  • Operational Efficiency: The simplification of the process reduced the need for employees to bypass the system or assist clients, leading to substantial time savings and increased efficiency.
  • Positive User Adoption: The majority of clients seamlessly adopted the new process, leveraging the improved system to efficiently complete their orders.


User Feedback

Before the redesign, users frequently resorted to phone orders, requiring company employees to log in with commercial user accounts to place orders due to the process’s complexity.

Post-redesign, this issue was resolved, with users able to navigate and complete the process independently.
This not only improved user satisfaction but also significantly reduced the workload for the staff.