Sample Ordering & Checkout Redesign
Global B2B/B2C experience — multi-market, scalable, CRM-ready
Client: Confidential · Agency: Virtual Identity AG · Year: 2024
Context
Role
Product & UX Designer
Timeline
2024
Outcome
Scope
Constraints
Multi-market · CRM integration · Diverse user types
The Challenge
The previous experience forced every user (B2B, B2C, and internal sales) through the same long, rigid checkout, creating drop-offs and inconsistent data.
A major wood materials manufacturer needed a future-proof Sample Store that worked across all global markets, integrated with a new CRM, and remained easy for homeowners while powerful enough for design professionals.
Process Overview
Understand
Mapped all critical journeys from browsing to checkout to CRM creation. Identified gaps for each user type: professionals, homeowners, and sales teams.
Decide
Prioritized progressive registration, unified checkout with dynamic adaptation, and order-on-behalf mode for internal sales.
Design
Created user type detection, quota messaging patterns, address validation flows, and high-volume product selection patterns.
Deliver
Delivered complete checkout ecosystem with prototypes, documentation, and engineering alignment. Currently in development.
A unified ordering flow for B2B professionals, homeowners, and internal sales teams
Password protected for client privacy
Design Decisions
- →Progressive registration: Collect essentials first, enrich profile later. Reduces friction and improves CRM data quality without overwhelming first-time users.
- →Dynamic checkout adaptation: One checkout structure that adapts to B2B, B2C, and sales-on-behalf scenarios based on user type detection.
- →Quota messaging patterns: Clear, contextual feedback on free samples, quotas, and availability — communicated simply despite complex business rules.
- →Order-on-behalf mode: Dedicated flow for internal sales teams to place orders for customers, reducing manual workarounds.
Key Features
Progressive Registration
Lightweight form collecting essentials first, enriching profile later.
Unified Checkout
One structure adapting dynamically to B2B, B2C, and sales scenarios.
Quick Checkout
Faster flows for returning users and high-volume ordering.
Order-on-Behalf
Dedicated mode for sales teams placing customer orders.
Smart Validation
Address verification and quota checks with clear feedback.
CRM Integration
Clean data flow to CRM with validated, enriched user profiles.
Outcome
- —Complete checkout ecosystem designed and documented
- —Scalable flows for all markets and user types
- —Progressive registration pattern reduces friction while improving CRM data
- —Currently in development with engineering teams
The new design aligns with business rules, market differences, and CRM needs without adding friction for users. Strategic goal: turning sample orders into real product sales.
What This Project Demonstrates
- •Conversion optimization for complex checkout flows
- •Multi-persona design (B2B, B2C, internal users)
- •Progressive disclosure and form design
- •CRM integration and data quality considerations
- •Multi-market scalability
- •Cross-team alignment with engineering and business