Improving AmbiMart: Enhancing the B2B User Experience

While we design a B2B applications, the user experience (UX) must cater all the needs of the professionals that rely on clarity, efficiency, and streamlined workflows. In the case of AmmiMart, the initial design wasn’t delivering an optimal UX for B2B customers. After receiving valuable feedback from the stakeholders, I too a step back to analyse the pain points and rethink the design approach.

Understanding the Gap : Previously, AmbiMart was designed in a “One For All” approach, catering to B2B, B2C and salesperson simultaneously. However, this approach led to lack in delivering a seamless UX, especially to B2B users, who are the main and maximum approach for now. To give a more focused and effective solution, we decided to shift entirely to a B2B centric approach. Some of the issues that were addressed : 

• Complex Navigation that made order placement cumbersome.

• Lack of clear categorisation for bulk purchases.

• Poor Information Hierarchy making it difficult for users to find relevant data quickly.

Iterations based on Insights : The feedback I get emphasised the need for a layered and intuitive experience. To address this, I focused on key UX and UI Improvements: 

• Refining the Navigation : Simplified the menu layout to prioritised bulk process.

• Enhanced Order Management : Designed an intuitive bulk order placement system, reducing friction in the process.

• Strengthening Information Hierarchy : Improved typography, spacing, and UI elements to highlight key information.

Key Learning : Walking in User’s Shoes

One of the biggest learning from this process was the importance of stepping into the shoes of the user. Designing for B2B is not just about good UI but it’s functionality, clarity and efficiency. By listening and understanding the user feedback and observing their interactions, I was able to refine AmbiMart into a platform that better serves its primary audience.

This experience has reinforced my belief that UX is an ongoing process. With every iteration, there’s an opportunity to learn, adapt, and enhance the user experience further. AmbiMart’s transformation is just one step in this journey, and I look forward to continuously improving it based on real user insights.