Feb 2024 - 4 months
Hot Buttered Eyewear B2B Platform
Mobile-first e-commerce platform for eyewear store managers
Business Context
B2B e-commerce platform serving 40+ eyewear store managers across Brazil. The existing website had poor mobile experience, affecting order efficiency and user satisfaction. The company needed to modernize their ordering system to compete in the mobile-first Brazilian market.
My Role
Product Designer
Platforms
Impact
Improved customer satisfaction among store managers
Team
1 Designer, 2-3 Developers, 1 Marketing Manager (acting as PM)
The Problem
Eyewear store managers, many over 40 and with limited digital experience, struggled to use the existing B2B website efficiently on mobile, creating a need for a dedicated mobile app version.
Key Pain Points
- Missing mobile flows
- Inconsistent UI components
- 40+ store managers with limited mobile experience
- Poor contrast ratios (failing WCAG)
- Difficulty finding products
My Responsibilities
Conducted comprehensive user research with target store managers.
Designed mobile-first experience optimized for business users.
Managed stakeholder communication and project timeline independently.
Performed accessibility audit and implemented improvements.
Created complete UI Kit and design system documentation.
Design Process
Interviewed 40+ store managers to understand pain points and workflows.
Identified and documented contrast and usability issues with existing system.
Created mobile designs prioritising target users and Brazilian market needs.
Built comprehensive UI Kit with components and guidelines for consistency.
Delivered detailed specifications for React implementation.
Key Design Decisions
Mobile-first approach given primary user behavior patterns in Brazilian market.
Redesigned onboarding screens to cover 2 different main personas.
High contrast design system to improve accessibility.
Comprehensive UI Kit to ensure consistent implementation across development team.
User Research Insights
40+
Store managers interviewed
40-55
Age range
Limited
Mobile experience
WCAG 2.1 AA
Accessibility compliance achieved