The signals before
anyone touched
a screen.
Desktop: 25% of traffic. 80% of transaction value. The platform was designed for consumer browsers. The people actually using it were running procurement for their companies. Nobody had named that gap yet. I named it, built the research case, secured the mandate, and redesigned it. Every decision ran through $50B+ in GMV.
Request the full case studyFirst Impression — B2B Signal
Sprint 01
Search Journey — B2B-Native Architecture
Sprint 02
Transaction Confidence — PDP Trust Architecture
Sprint 03
UI Components
Navigation · Search · Cards · PDP · Onboarding · Global · Tokens
I named the gap.
Secured the mandate.
Redesigned the platform.
Named the problem, built the research case, secured executive buy-in, and led three cross-functional sprints across design, research, PM, and engineering — touching every major B2B surface at $50B+ GMV scale. Strategy was grounded in procurement behavior: how professional buyers evaluate suppliers, build trust, and commit to large cross-border orders. Research shaped the hierarchy, system thinking drove the design language, and leadership made it ship.
Discovery over
browsing.
Buyers weren’t missing categories — they were missing trust. The homepage was redesigned around contextual signals: verified suppliers first, filters matched to B2B procurement workflows, and a layout that put the purchase decision, not the browse session, front and center.
Signal, not
noise.
Search returned 10,000 items when a professional buyer needed three qualified suppliers. The filter system was rebuilt around procurement logic — MOQ, certification, lead time, verified status — surfacing the right answer instead of the largest catalog.
Where hesitation
becomes a decision.
The PDP is where $50B in GMV is won or lost. Two variants — Ready-to-Ship and Custom Order — required distinct trust architectures. Trade Assurance, supplier tenure, and inspection reports were surfaced exactly where buyers stall: the moment before committing to a large, cross-border order they cannot return.