CONTEXT: "PROLink" is a B2B e-commerce platform designed for auto shops to purchase after-market auto parts. There, users can (but not limited to): Search, order and compare auto parts and related products. Users can also create estimates, access a wealth of technical part information, integrate with shop management systems as well as access order history and invoices.

RESEARCH: Upon the coordination and execution of a comprehensive series of user research initiatives—including competitive analysis, stakeholder interviews, contextual inquiry, card sorting, heuristic evaluations, long-form user interviews, and an in-depth UX-focused examination of website performance metrics—it became increasingly evident that the existing user experience presented numerous areas for meaningful improvement.

PROBLEM STATEMENT: The existing capabilities of the previously designed PROLink platform fall short of meeting users’ current needs and do not align with established industry standards.

MY ROLE: Led the end-to-end UX redesign process, including the coordination and execution of user research, oversight of design strategy, and production of key UX deliverables. Collaborated closely with Product and Development teams within an Agile framework to ensure that user needs remained central to all design decisions.