Michał Giel
Portfolio
About me

Redesign of B2B site

My role

UX Design
UI design
Copywriting

Tools

Figma
Miro
Google Analytics

Duration

March - April 2022

mobile and desktop preview of b2b website I created

Project background

Zegarek.net is one of the biggest e-commerce shops with watches and jewelry in Poland. Their B2B site experienced a 100% bounce rate and decreasing number of orders for a few months. My task was to evaluate the site to find out why users are leaving the site without interaction and improve it.

My goal

My task was to increase the time spend on page, reduce bounce and increase the number of B2B leads generated by site.

View prototype

Design process

Project roadmap

1. Evaluating current stage

I analyzed performance of the site using Google Analytics to set benchmarks for this project.

Then I assessed the current version of the B2B site to find potential pain points users can encounter.

2. Looking for solution

By talking to sales department I found out what are the most frequently asked question by B2B clients.

Then I compared sites of competitors to find repetitive patterns, ways for improvement and create Unique Value Proposition.

3. Redesigning site

I created a proposition of new desktop and mobile version of the site.

4. Gathering feedback and introducing changes

By showcasing my initial design to colleagues and stakeholders we decided what section should be further developed.

I created a new version that was more accessible and intuitive for everyone.

Final product

Desktop and mobile website

Content is now easier to read and disected it into scanable sections.

Each stage of B2B order is clearly explained showing what customer can expect.

Contact form with clear call to action enables customers to easily reach the business.

First iteration

desktop view of old way of presenting process details for b2b order

Final design

desktop view of first section of b2b site
(01)

Write less, say more

After confronting first draft with other the decision was made to introduce more white space and make text concise and easier to scan, as the target audience experiences lack of time.

Call to action button stands out using brand colors. By clicking it users will be directed to the contact form. To see if this improves the number of leads I would suggest conducting A/B tests, one with CTA and one without.

First iteration

desktop view of old contact form for b2b order

Final design

desktop view of a new contact form for b2b order
(02)

Fast and easy contact

As contact form is a commonly used feature on this type of website users might expect to find it, hence I decided to design one. Talking to the sales department helped me to identify which fields will be needed. I made changes to the structure and design based on insights from others.

I moved contact information to the left following the common reading pattern. Separating sections by color helps to balance the design and ensures that users know what they are looking at, making Call To Action more visible.

mobile view of first section of b2b site
mobile view of third section of b2b site
mobile view of second section of b2b site
mobile view of fourth section of b2b site

Final results

Due to lack of the time of developers we only changed the content on the site, without introducing contact form and carousel.
Therefore I couldn’t test if it will increase the number of leads.

However just this change helped to reduce bounce rate to only 14% and make users stay on the site longer.

Reflections

If I had an opportunity I would conduct interviews with previous B2B customers of our site to better understand their needs and pain points. In addition to that I would like to do A/B testing of the site, where on one version contact from is above highlights. It will showcase which version drives more conversions.

I learned a lot design wise when I was presenting my initial ideas to others. I helped me to introduce changes that improved it.

Contact me to hear more about the details of this project and how each stage affected the final design.

Other projects

02

Mobile app for ordering at restaurant

Reducing the time people spend waiting to order products

View project
screens for mobile app design

Concept project

Design of e-commerce for jewelry brand

Enhancing the user experience of the old-fashioned website

View project
mobile and desktop preview of ecommerce website I created

Concept project