Case Study — 01

Revamp the User Experience of an Outdated B2B E-Commerce

Husqvarna

B2B E-Commerce

3 months

Experience Designer

4 Designers, PM, Stakeholders, Devs

Overview

Modernizing a B2B E-Commerce Platform for Dealers & Sales Reps

Husqvarna is a global leader in outdoor power products — chainsaws, robotic lawn mowers, trimmers, and garden tractors. Their dealer-facing e-commerce platform had become outdated, making product browsing and purchasing cumbersome for the dealers and sales representatives who depend on it daily.

The goal was to modernize the system by improving navigation, search functionality, and overall usability — creating a seamless shopping experience that matched how dealers actually work.

Husqvarna — Welcome to Power homepage redesign
The Challenge

A Legacy System That No Longer Matched User Expectations

What Existed

The platform had accumulated years of features without cohesive UX direction.

  • Fragmented navigation that was hard to scan and inconsistent across sections
  • Product search lacked predictive capabilities — users had to know the exact SKU
  • Checkout flow had unnecessary friction and manual steps
  • Performance issues slowed down core dealer workflows
  • Legacy HCL constraints limited design flexibility

What Users Needed

Dealers and sales reps had clear mental models — the platform just didn't match them.

  • Quick access to products, orders, and pricing from one place
  • Predictive search to find parts without deep browsing
  • Streamlined order placement and import process
  • Consistent experience across Support Portal and the main catalog
  • Speed that matched the pace of their daily operations
User Research

Understanding How Dealers Really Work

The primary users were dealers and sales representatives who relied on the platform to browse, compare, and order products efficiently. 99% of products are sold through dealers on a desktop — so desktop performance and clarity were non-negotiable.

Key Findings
  • Dealers preferred streamlined browsing over extensive filtering options
  • Predictive search significantly improved product discovery efficiency
  • Product Registration was among the most clicked links — yet buried at the bottom
  • Optimizing checkout could meaningfully reduce cart abandonment rates
"When I am a dealer managing product orders, I want to quickly browse, compare, and purchase inventory without delays, so I can focus on serving customers and increasing sales."
Husqvarna — adjusted user flow diagram from research
Husqvarna Support Portal — orders and marketing programs
The Approach

Three Pillars, Two-Week Sprints

Work was structured around two-week sprint cadences — Week 1: kickoff, wireframes, client review. Week 2: revisions, design acceptance — ensuring consistent alignment between design, development, and stakeholders.

Navigation & Information Architecture

Redesigned the navigation structure with clearer hierarchy. Eyebrow nav integrated into the main menu. Quick Order, Order Status, and Saved Accounts elevated to the primary navigation level.

Search & Product Discovery

Implemented predictive search and dynamic filtering to dramatically improve how dealers find parts and products. Parts Lookup and Import Order elevated in the navigation hierarchy.

Checkout & Order Flow Optimization

Minimized steps in the purchase process — simplified shopping cart, 3-step Import Order flow, and clear order status visibility throughout the buying journey.

Solution

A Cleaner, Faster, More Intuitive Experience

The redesigned platform gave dealers a unified, intuitive interface from homepage through order completion. Custom-designed screens prioritized (Sales Rep Home, Dashboard, Shopping Cart) while HCL out-of-the-box handled checkout flows to maintain performance.

Husqvarna — redesigned navigation with product categories and services
Husqvarna — Welcome to Power dealer homepage
Users

Who We Designed For

Primary

Dealer

Manages day-to-day purchasing of parts and products. Needs fast access to product catalog, quick order tools, and order status — all from a desktop browser.

Primary

Sales Representative

Manages multiple dealer accounts and needs a unified Sales Rep Home to access customer status, marketing programs, and ordering templates efficiently.

Secondary

Service Center Staff

Handles warranty claims, incidents, and fleet management. Needs clear access to Support Portal and Service Center tools without deep navigation.

Impact

Outcomes That Moved the Needle

Increased Engagement

Dealers spent more time on the platform due to a cleaner, faster navigation experience that matched their existing mental models and daily workflows.

Higher Conversion

Improved product discovery through predictive search and dynamic filtering led to higher conversion rates and fewer abandoned sessions.

Improved Satisfaction

Streamlined checkout flow and reduced friction in the purchase process translated directly into measurably improved customer satisfaction.

What I Learned

Key Takeaways

Two lessons from this project have shaped how I approach every engagement since.

User Feedback is Crucial

Early user testing revealed insights that shaped essential design decisions and prevented costly adjustments later. Getting feedback before finalizing the design system saved weeks of rework.

Small Details Make a Big Difference

Improvements in micro-interactions and performance tweaks significantly impacted user satisfaction — often more than major structural redesigns.

Sprint Cadence Enables Alignment

Two-week sprints with built-in client review kept design and development in sync, reducing rework and building shared ownership of the solution across all stakeholders.

Next Case Study

Baxter — Healthcare Payroll Portal

View Case Study