Global Sportswear & Retail Brand
Simplifying
Enterprise
Cart Management
End-to-end UX strategy for a global B2B retail platform — transforming a friction-heavy ordering system into an efficient, multi-market cart experience for 5,000+ enterprise users.
Role
UX Strategist & Lead Researcher
Timeline
8 Months · 2020
Team
5 Designers
Methods
Sprint · Interviews · Usability Testing
Challenge
Enterprise B2B cart management was fragmented — no order duplication across sold-to accounts, forcing manual workarounds and drop-offs.
Goal
Simplify the order experience across 5 global market areas — enabling fast, intuitive cart management and bulk operations for enterprise buyers.
Users
5,000+ retail store managers placing bulk B2B orders across multiple sold-to accounts and delivery locations globally.
Outcome
70% cart abandonment reduction · 60% user retention uplift · 20% conversion increase · 50% NPS improvement.
Understanding 5
Global Market Areas
Before designing a single screen, I led a comprehensive research phase spanning remote interviews, focus group sessions, and usability tests across North America, Europe, and Asia-Pacific. Goal: understand the real workflow of enterprise buyers — not the assumed one.
5
Market Areas
40
User Interviews
16
Focus Groups
8
Usability Tests
Key Findings
01
Fragmented Cart Experience
Users managing multiple sold-to accounts had to manually recreate carts for each location — no duplication, no bulk management.
02
Filter & Discovery Pain
Product filters were unreliable — sizes didn't match European standards, availability wasn't visible before adding to cart.
03
No Bulk Entry Tools
Power users needed to import hundreds of SKUs at once. The system had no bulk upload — forcing manual entry line by line.
Stakeholder Insights
Want possibility to search and sort products by some attributes. Sizes are not intuitive — not matching with European sizes.
Previewing product availabilities in the date selector is not optimal. Selecting and switching delivery dates is not intuitive.
Some filters are not working properly. Others are not very noticeable — like assortments.
There is no provision for adding products with single click. Calculating NPC takes too much time.
Two Archetypes,
One Shared Frustration
Personas kept design decisions grounded in real people — not assumptions.
The Power Buyer
Alex Rodriguez
Age 38 · Store Manager · Chicago, USA
“I need to save my order filters so I can reapply them — I manage 3 stores simultaneously.”
Goals
- ↗Place bulk orders efficiently
- ↗Manage multiple delivery locations
- ↗Reduce hours spent on ordering
Pain Points
- ✕No filter persistence across sessions
- ✕Sold-out items with no notification
- ✕System slowdowns at peak hours
Behaviour Profile
The Efficiency Seeker
Catherin
Age 29 · Store Manager · Metro City, USA
“I want quick flows and mass actions in just a few clicks — no 20-step processes.”
Goals
- ↗Complete orders in minimal clicks
- ↗Duplicate carts across sold-to accounts
- ↗Track order status at a glance
Pain Points
- ✕Cart duplication requires restarting from scratch
- ✕No batch actions for repeat orders
- ✕Delivery date switching not intuitive
Behaviour Profile
5 Days to Validate
the Direction
The sprint validated our How Might We statements with business teams, stakeholders, and product SMEs — compressing months of alignment into one focused week. Tools: Sketch · Mural · InVision
01
Understand
Map the problem space
- —HMW statements
- —Journey mapping
- —Stakeholder interviews
- —Sprint goal setting
02
Sketch
Diverge on ideas
- —Lightning Demos
- —Crazy 8s
- —Solution sketches
- —Art Museum review
03
Decide
Converge on best idea
- —Heat map dot voting
- —Speed critique
- —Storyboard
- —Prototype plan
04
Prototype
Build to learn
- —Divide & conquer
- —Sketch + InVision
- —Cohesive prototype
- —Test script prep
05
Test
Validate with users
- —5 user sessions
- —Structured feedback
- —Pattern analysis
- —Design decisions
01
Understand
Map the problem space
02
Sketch
Diverge on ideas
03
Decide
Converge on best idea
04
Prototype
Build to learn
05
Test
Validate with users
Three Features,
One Coherent System
Each feature was designed in direct response to a validated user pain point — problem → insight → solution.
Problem
Users managing multiple sold-to accounts had to manually recreate identical carts for each location.
User Insight
"I have to checkout 3 separate times for my stores — I always make mistakes copying the order."
Solution
A persistent multi-cart system with per-location delivery assignment. Create, name, and manage multiple carts simultaneously — with total cost visibility and full CRUD control.
Problem
Power users managing 100+ SKUs had no bulk entry option — every product had to be added individually.
User Insight
"I copy from Excel every time. Why can't I just upload it directly and let the system handle it?"
Solution
Complete import/export workflow: Excel template download, drag-and-drop upload, staged file validation, real-time cart update. Imported products highlighted as green cells.
Problem
Single-item add-to-cart was slow and error-prone for buyers who needed to add 40+ styles at once.
User Insight
"Clicking one by one wastes 20 minutes per order. I need to select all and go."
Solution
Multi-selection across the full product catalog with a single bulk add-to-cart action. Category status visually surfaced per row, seamless checkout consolidates all selections.
Measurable Results
Across Every Metric
70%
Cart Abandonment
Fewer drop-offs due to full row visibility and clear cart status before checkout.
60%
User Retention
More users returning and utilising multiple carts across sessions for different needs.
20%
Conversion Rate
Faster, focused checkout without managing unrelated items across multiple sessions.
50%
NPS Improvement
Higher customer satisfaction with consistently positive structured feedback post-launch.
The multi-cart system became the most-used feature within 3 months of launch. The bulk import tool was adopted by 40%+ of power users immediately, directly reducing support ticket volume.
What I Learned
& What's Next
Key Learning
Bringing the Design Sprint earlier compressed months of alignment into one focused week — creating a shared language between product, engineering, and business that requirements docs had never achieved.
What I'd Do Differently
Invest more time in post-test synthesis. We had rich data from 8 usability tests across 5 markets but compressed synthesis under schedule pressure — some edge-case patterns were spotted too late.
Business Impact
The multi-cart system became the most-used feature within 3 months of launch. Bulk import was adopted by 40%+ of power users immediately, directly reducing support ticket volume.
Future Direction
Saved-orders / order templates was the top-voted feature in post-launch feedback — a natural next phase building on the multi-cart infrastructure established here.