B2B from standalone to a global solution
SHOWCASE
Scope
B2B platform research across Poland & Sweden
Methods
UX audit | Analysis | user interviews
Outcome
Strategic UX direction for a scalable global B2B platform
My role
I led the UX research phase of the project, combining platform analysis with user research to identify the features that should shape BMI’s future B2B platform.
Defining the research strategy
Leading user interviews in Sweden
Analysing product usage data
Synthesising insights and aligning stakeholders
Conducting a UX audit of the Polish B2B platform
The Challenge
The goal of this research phase was to define a clear UX direction supported by real user behaviour and insights.
BMI Group operated several B2B platforms developed independently across 2 markets. While these platforms supported contractors and distributors, they offered inconsistent experiences and unusable functionalities.
Before investing in a unified global solution, the organisation needed to understand:
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Which features truly delivered value to users
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Where key usability issues existed
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What should form the foundation of a scalable B2B platform
Research Approach
Research methods used to identify high-value features and user needs across markets.
🔍
UX Audit
Reviewed the Polish and Swedish B2B platform to evaluate usability and workflow efficiency.
📊
Data Analysis
Analysed pages and user flow to identify the most used features and friction points.
💬
User Interviews
Interviewed Swedish customers to understand real ordering workflows and pain points.
UX Audit
I conducted a UX audit of both the Polish and Swedish B2B platforms to evaluate key workflows and help us identify:
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Most usable features
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Pain points
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Usability gap
This cross-market evaluation helped highlight which components could potentially serve as the foundation for a scalable global B2B platform.
UX Dimension | Poland B2B Platform | UX Insights | Sweden B2B Platform |
|---|---|---|---|
Platform Complexity | 🔄 High complexity: many tools, multiple ordering paths, heavy navigation | ⚖️ Imbalance: Poland adds capability at cost of usability; Sweden simplifies but limits functionality | ⭐ Simpler platform: streamlined tools, fewer paths, lighter cognitive load |
Navigation & Flow | ↩️ Users frequently lose context; workflows not intuitive | 🧭 Context Loss: Users pushed out of current flow, highlights need for consistent navigation patterns | ↩️ Navigation more linear, agency-designed, guided by user priorities |
Checkout & Transactions | 🛒 Friction: address/account issues, flow interruptions, stakeholder-driven choices | 👁️ Transparency Issues: unclear post-order validation/tracking, inconsistent error handling | 💳 Checkout gaps: missing validation styles, unclear payment options, off-grid layout |
Design & Visual Consistency | 📦 Feature-focused UI, inconsistent fonts/colors, does not follow style guide | 🎨 Consistency Issues: lack of BMI style adherence reduces learnability and trust | ⭐ Clean layout, consistent visuals within off-grid system, still diverges from style guide |
Process & User Research | Stakeholder & developer-driven decisions, minimal user testing | ⚖️ Process impact: design approach affects usability and adoption | Agency-led, UX workshop-driven prioritization; decisions guided by user insights |
Poland provides many features but introduces complexity, while Sweden offers simplicity but lacks key capabilities. The future B2B platform should combine the strengths of both.
Polish Data Analysis
Product analytics highlighted which features were most used by customers.
This helped distinguish high-value components from less effective workflows.
Due to the absence of analytics and behavioural tracking on the Swedish platform, the analysis was primarily conducted on the Polish site.
Sources: Google Analytics & Mouseflow
This phase provided the foundation to understand behavioural gaps—why users abandoned flows, underutilised features, and where their needs were not being met.
Swedish User Interview
To identify the ‘must have’ features and UX for a B2B global template I prepared and conducted a user interview for Sweden.
🕵
6 interviews
⚙️
Project managers
⏱️
60 minutes
🖥️
Desktop review
90%
users
Orders completed after adding to cart
The checkout flow is effective once users reach it.
The main challenge lies earlier in the journey — product discovery and ordering efficiency.
4/6
users
Missing information impacts decisions
Key details such as price, unit, weight, and quantity are not easily accessible.
This creates uncertainty during ordering.
4/6
users
Reorder the same products frequently
Contractors repeatedly order the same materials.
They rely heavily on favourites instead of search or navigation to save time.
43%
users
Users rely on search to find products
Product discovery is a critical part of the journey.
Users need fast access to frequently ordered items.
5/6
users
Need clearer delivery information
Users lack visibility on delivery timing and status.
Many rely on calling customer service to get updates.
5/6
users
Prefer invoice payment
The current payment model meets user expectations.
No strong demand for alternative payment methods.
"I think it's better for the page to be as simple and clean as possible."
Fredrik S
"It is really good. I hate how other sites are cluttered with unnecessary information and steps, but this is so straightforward.
Johan G
Strategic Foundations
Translating research into strategic product decisions
Design System
To ensure consistency, scalability, and efficiency, the solution must be built using the BMI Design System.
Challenge
Some components are not fully developed or updated.
User-Centered Design
User needs must remain central to decision-making, avoiding assumptions.
Challenge
Ensuring access to users, reducing internal bias.
Global CMS (Contentful)
To simplify development and improve internal workflows, the recommendation was to adopt Contentful.
Challenge
SAP introduces complexity, which must be considered during the design process.
MVP Recommendations & Pillars
Based on insights from Poland and Sweden, a set of core MVP pillars was defined to guide the initial B2B solution.
These recommendations focus on delivering high-value functionality while simplifying the overall experience.
🏎️ Fast & Repeat Ordering
Quickly reorder frequently purchased products.
ℹ️ Clear Product & Pricing Information
Ensure all essential product details are accessible and consistent.
🛤️ Transparent Order Tracking
Provide visibility on order status and delivery timelines.
🧾 Simple & Reliable Checkout
Minimise friction and ensure a smooth end-to-end ordering flow.
These pillars establish a strong foundation for the MVP, while remaining flexible to evolve based on market-specific needs.
Next Step
From Strategy to Project Kick-off
While this research defined the strategic foundations of a global B2B platform, the next phase focused on applying these principles in a real product context.
🚨 Germany was selected as the pilot market, driven by a strong need to modernise its ordering processes and validate a new B2B approach through local user research.
RESEARCH
German User Research
Germany initiated local research to validate the need for a B2B solution.
DEFINITION
Clear MVP
Insights from Poland and Sweden defined the initial MVP pillars, to be validated in Germany.
DELIVERY
Design Kick-off
With tight timelines, the team was aligned and prepared for delivery.
