Cannabis B2B Platform

Role

UI Designer

Service

Web Responsive

Redesign of a B2B e-commerce platform that aids cannabis, ancillary, and CBD business.

Overview

I had the opportunity to work for a client in the wholesale cannabis industry that allows dispensaries to purchase goods from growers and suppliers. I worked as the UI designer and collaborated with another UX designer and we were tasked with redesigning their existing
e-commerce platform with a focus on improving their seller discovery, storefront, and product detail pages.

My Process

Define

Align on Business Strategy

Ideate

User Profiles & Journey Maps

Design

Sketching & High Fidelity Mockups

Define

We took a step back and looked at the client’s needs from a holistic point of view and defined three main business objectives.

1.

Understand how buyers at retail sites restock their shelves (or otherwise support their business).

    2.

    Diagnose the issues buyers might have purchasing products through the client’s storefront.

      3.

      Define other jobs-to-be-done on the platform.

        Ideation

        Based on the shared understanding of the business objects, we then moved into interviewing the client’s customers to better understand their job responsibilities and performed usability testing to directly observe and assess how the test participants engaged with the purchasing flows. Based on these findings, we then created a user persona as well as a journey map.

        Ideation

        Based on the user personas and journey map that we generated, we then moved into the ideation and sketching phase. From these sketches, we defined value drivers that would later help to shape the final UI concepts.

        Value Drivers

        Once the client was aligned with our research findings, we then moved into defining the overall project goals and what our tasks would be with the redesign.

        Search Functionality

        Introduce global search capabilities to allow buyers to quickly find products.

        Filtering & Sorting

        Allow for filtering and sorting across the seller discovery and storefront pages to assist with targeted search efforts.

        Product Detail Visibility

        Provide visibility into increased product details to better inform buyers.

        Seller Discovery Experience

        As a buyer looking for a specific seller, the current page makes it difficult to do that quickly.

        • We replaced the carousel function in favor of an interface that makes it easier for buyers to find the specific vendor they’re looking for.
        • Added search, sort, and filter capabilities to help buyers find specific sellers quickly.
        • Improve the visual flow of the page by focusing on the Shop Sellers section to allow buyers to focus on the main task that brings them to the seller page.
        • Added more relevant information to the seller cards that help buyers identify vendors that fit their specific criteria, such as those with new products.

        Filtering & Sorting

        The seller storefront failed to meet the needs of users looking to identity and buy a specific item quickly.

        • Product Cards
        • Indicate when a product has been sold out by showing the product in the storefront and clearly indicating it’s status.
        • Ensure all necessary information is shown on the product cards, so users can quickly make a purchase.
        • Include an option to switch between a list and grid view.
        • Show a maximum quantity of available products and allow buyers to quickly max out that quantity to add to their cart.
        • Filtering
        • Make it more clear that users filter by cannabis and non-cannabis products.
        • Break out product types (flower, edibles, etc) into separate filter categories without the need to select cannabis first.
        • Prioritize the most used filters (phenotype and categories).

        Product Detail Visibility

        Buyers making their decisions and adding products to their cart as quickly as possible. In the instance that they aren’t pressured by time, the buyer will occasionally visit the detail page.

        • Ensure that key information from the seller storefront is present on this page as well as include any secondary information that would be important to the buyer in the instance that they do want to view these details.
        • Include other sections on the product page, such as “Related Products”

        Web Responsive

        It was important to the client that the site was web responsive. So we made sure to focus on a mobile first approach to ensure that the user experience would play nicely between mobile and desktop.

        NExt Project

        Enterprise Software for Legal Collection