B2B SaaS Software Procurement Platform
After leading the design of this marketplace platform SMB customers could easily procure and manage software licenses and contracts.
SaaS/ B2B / E-Commerce
Impact at a Glance
2x
Sales Conversion
SMB conversion rate jumped from 20% to 40%
+20%
Profit Margins
Improved due to new automated SMB flow
+15%
Market Share
Growth in SMB customer segment
30%
Repeat Purchases
Within first two months of launch
The Challenge
The Problem
Users faced complicated navigation and overwhelming information, leading to confusion in choosing software products.
The Goal
Design a marketplace for small and medium-sized businesses to address their challenges with the existing platform.
My Role & Team
My role
Lead Product Designer
(Strategy & Hands-On)
The Team
4 PMs,
4 Tech Leads,
4 Designers,
Engineering team,
plus stakeholders
Core Skills
Qualitative research,
Usability testing,
Interaction design,
User interface design,
Team management,
Roadmapping,
Workshop facilitation,
Stakeholder management...
Research (The Discovery)
1
User Interviews
20 team members and users across SMB segment to analyze purchase journey, challenges and insights
2
Persona Development
Understanding new SMB persona different from large enterprise procurement managers
3
R Script Analysis
Quickly explored conversations to identify patterns and pain points
4
Journey Mapping
Visualized opportunities and challenges of potential users
I couldn't fix the 'what' until I fully understood the 'why'.
The 2 Core Insights
Need for Information
Users wants to have all the information available on the same marketplace, such as reviews, easy-to-consume documentation, comparison between products.
Need for Confident Purchasing
Their biggest fear is being left without support after purchasing. They needed to know licence management was available post-purchase.
Design
(Working towards a solution)
1
User Journey Mapping
We map the user journeys to have a clear understanding of the user flows
2
Prototyping & Testing
By quickly prototyping and testing our hypotheses we could easily see if we were going on the right track
3
User Journey Ownership
Making clear paths for each of the user journeys helped assign responsibilities and give ownership to each group
We rebuilt the journey based on user insights.
Strategy 1: Improving Information Display
Based on Insight #1, I redesigned the cluttered product page to centralize all essential information, ensuring users have everything they need in one comprehensive view.
Strategy 2: Clarity after Purchase Support
Based on Insight #2, we focused on designing the post-purchase journeys. We discovered that buying a license is just the beginning; there's a lot more to do for license management.
Turning Ideas into Clear User Journeys
Mapping user journeys and workflows helped transform initial ideas into organized layouts. By outlining each user step, I clarified the experience and ensured every design decision supported the product flow.
Final UI Design
Final UI decisions aligned with our brand identity and enhanced user engagement. I adopted a clean, modern aesthetic, prioritizing readability and accessibility while ensuring critical information was prominently displayed.
Cross-Functional Collaboration
Unified Design System
I championed a design system to unify our design language and establish clear guidelines, allowing seamless collaboration across teams.
Accessibility First
I made accessibility a core goal, advocating for WCAG 2.0 AA standards and securing funding for accessibility training.
Leadership & Reflections
Building Strong Teams
Recruited diverse talent, encouraged open communication, and set clear expectations to meet ambitious goals.
Smart Prioritization
Identified most impactful tasks for users and stakeholders, keeping the team focused on what mattered most.
Key Learnings
Championed user-centered improvements and learned to adapt when priorities shifted from separate platform to unified product.
Thank You
Let's talk on how I can bring this impact to your team
Raul M. Vicente
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