Increasing development velocity of the B2B sales platform of Versuni

As a recently independent company from Philips, Versuni needed their B2B sales platform to reflect their new identity while better serving their retail clients' needs. I led a UX audit and redesign to optimise the platform's user experience and align it with enterprise user expectations while lowering the amount of front-end work for developers.

One of the core issues plagueing the team at that moment was that there was no single source of truth for design. There were many inconsistencies: colors didn't match across pages, labels were similar but not identical and different menus were used to navigate to different sections of the website. This led to a higher than normal support ticket load, as users needed a lot of help onboarding and continuously had issues finding material.

Given the broad scope of issues identified and the limited I had to propose solutions, I prioritised work based on the highest need of the development team and what issues came up from analysing support tickets. Combined with an UX analysis I conducted, we agreed to focus most on navigation, order management and developing a simplified design system that would create immediate consistency while being flexible enough for future expansion.

I conducted a comprehensive UX analysis combining competitive research, heuristic evaluation, and stakeholder interviews. This revealed critical pain points in order management and navigation flows. Working closely with the product team, I developed solutions prioritised by business impact and technical feasibility.

The research informed core design principles that balanced Versuni's brand identity with B2B user needs. These guided the creation of key improvements: a streamlined navigation system, a consolidated dashboard displaying important metrics and latest orders, and a redesigned order management interface with enhanced visibility and control. As I worked with the developers to finetune what they needed from the design system, it became clear that it was becoming a significant speed boost for them. Three months after the design system started being used, the product lead told me development speed by 20%.