📌 Project: B2B & B2C eCommerce Marketplace
👤 Role: Sr. UX Manager · eCommerce Lead · SME
🏢 Company: Office Depot (Global retailer specializing in business services, supplies, and technology solutions)
📆 Timeline: Feb 2020 – Jun 2021
⚡ Focus: SaaS · B2B2C eCommerce · Marketplace UX · Responsive Web & Mobile
🛠 Services: UI · UX · CX · Team Leadership · SaaS Design
🎯 Impact: Directed the redesign of Office Depot’s B2B and B2C platforms while managing a team of four designers and researchers. Balanced leadership with hands-on IC design, creating new marketplace flows alongside enhancements to the consumer site. Delivered a component-based SaaS framework for purchasing funnels and product configurators, improve shopping journeys, and establish scalable design practices across enterprise and consumer experiences.
During COVID-19, Office Depot decided that brick-and-mortar stores were no longer viable and pivoted to a B2B2C model. Instead of being the warehouse for all office supplies, they allowed vendors to hold their own inventory and sell to consumers through Office Depot's marketplace. Although OD already offered B2B and B2C experiences, they hired me to design a new UI for this transition. After familiarizing myself with the existing systems, I began developing the prototype web and mobile experiences for the new offering.
Order Details
Tracking a Package Flow
BOPIS - Buy Online Pick Up In Store
Budget B2B Flow Design
The end-to-end experience required understanding various aspects of the e-commerce ecosystem. This process began with search functionality to locate items, followed by detailed item description pages and a streamlined payment funnel. Post-purchase features included delivery tracking, returns management, marketing upsells, and options for modifying payments for both businesses and individual customers.
There was a strong push to draw inspiration from Amazon, Office Depot's direct competitor. They aimed for the site to adopt similar front-end strategies to cater to businesses and customers already familiar with Amazon's interface. Using large square buttons and providing ample space for images and text enhanced transaction ease. This new approach reduced call center volume, simplified returns, and introduced a "delivery tracker" feature, significantly reducing issues with lost items.
Outcome: Redesigned the end-to-end delivery flow to improve clarity and reduce customer confusion. While no formal tracking was in place, internal teams reported fewer support escalations related to delivery status and improved confidence in customer-facing communication.
Simplified the product purchase journey by reducing unnecessary clicks and reorganizing key actions. Usability testing and stakeholder feedback indicated the updated flow felt faster and more intuitive, helping remove friction from the path to checkout.
Order Tracker Flow: Step 1 Ordered
Order Tracker Flow: Step 2 Processing
Order Tracker Flow: Step 3 Shipped
Order Tracker Flow: Step 3.5 Shipping Details
Order Tracker Flow: Step 3.6 Arriving Today
Order Tracker Flow: Step 4 Out for Delivery
Order Tracker Flow: Step 5 Delivered Signature
Order Tracker Flow: Step 5 Delivered to Door
Order Tracker Flow: Step Not Delivered
Order Tracker Flow: Step Delayed
Order Tracker Flow: Step Attempted Delivery
Order Tracker Flow: Package Includes