Led UX strategy and product design for a new global digital ecosystem, helping define the experience from the ground up across public product discovery and an authenticated B2B vendor portal. From research and information architecture through commerce, role-based administration, design systems, and development guidance, I helped establish a scalable experience designed to make complex healthcare product discovery and purchasing feel as intuitive as modern consumer commerce.
UX Strategy & Product Design Lead
Building a Global B2B Commerce & Vendor Experience from the Ground Up
UX Strategy · 0→1 Product Design · Global Enterprise UX · B2B Commerce · UX Research · Design Systems · Conversational UX · Accessibility
What I Did
I led the UX process across research, planning, information architecture, user flows, interaction design, prototyping, and development collaboration, translating complex global business requirements into an experience that could support multiple personas, administrative levels, and third-party vendor relationships.
For the authenticated Vendor Portal, I designed the end-to-end experience beginning with vendor registration, corporate approval, and role-based access. Once approved, users entered a personalized portal where they could discover and compare products, receive recommendations based on products viewed or selected, manage a simplified shopping cart and checkout experience, review orders and invoices, access reporting, and receive assistance through an integrated chatbot.
A major focus was bringing consumer-grade commerce patterns into a complex B2B environment. Product discovery incorporated search, filtering, detailed product information, comparisons, recommendations, recently viewed products, and access to technical documentation reducing the complexity traditionally associated with enterprise purchasing.
I also helped establish the experience foundation required for a global rollout, including persona and permission structures, reusable interaction patterns, accessibility considerations, and the Cobalt design system. Throughout delivery, I worked closely with development teams to communicate UX/UI requirements, review implementation, and maintain consistency between the intended experience and the product being built.
Outcome
The work established a scalable UX foundation for a new global digital experience, connecting product discovery, B2B commerce, vendor administration, operational tools, and support within a unified ecosystem.
Created a 0→1 Enterprise Experience
Helped define and design a new digital platform rather than incrementally redesigning an established product, translating business requirements and user needs into an end-to-end experience architecture.
Simplified Complex B2B Commerce
Applied familiar consumer-commerce patterns to enterprise purchasing, making product search, comparison, recommendations, cart management, and checkout easier for third-party vendors to understand and use.
Connected the Vendor Lifecycle
Designed experiences spanning account registration and corporate approval through purchasing, order management, invoices, reporting, and ongoing support.
Enabled Role-Based Enterprise Administration
Established experiences for multiple personas and levels of administrative access, allowing capabilities and information to adapt to different responsibilities within the ecosystem.
Established a Foundation for Global Scale
Created reusable UX patterns and design-system standards that supported consistency, accessibility, and development alignment across a global enterprise rollout.
Improved the Path from Product Discovery to Action
Designed a clearer information architecture connecting product search and discovery with detailed specifications, technical documentation, comparisons, purchasing, and support.
Leadership Feedback
“Andreà quickly established himself as a trusted creative lead... Our key client leader said he had never seen ‘design executed this well’ in his career. The quality of the design work helped build greater trust with the client and positioned the firm for additional work.”
Scott Daniel
DC Studio Senior Manager, Deloitte
