AI Augmented Research
and Design for a B2B Distributor’s E-Commerce
Website with over 200k SKUs
Project Summary
I was hired by EVI, the nation's largest B2B commercial laundry equipment distributor. EVI had partnered with zNode, a prominent e-commerce platform specializing in distributor services. EVI's website featured an extensive SKU assortment of 200,000 items.
My tasks included:
Conducted user research (interviews, personas, and user journeys) and leveraged AI (Claude.ai, Javis.ai) to augment research to uncover deeper customer insights and pain points.
Designed the information architecture and taxonomy of the site, with a combination of traditional strategy (content strategy, and card sorting) with AI tools to analyze user data and optimize the navigation.
Rapidly iterated on visual designs, and presented to stakeholders.
Project Details
Role :
User Researcher
Content Strategist
Product Designer
Duration :
10 weeks
Tools :
Miro, Figma
Deliverables :
Challenges
Product Taxonomy
E-Commerce
EVI owned over a dozen regional commercial laundry distributors. They engaged with an e-commerce firm specializing in B2B.
They needed to white label an e-commerce solution, so each of those regional distributors could have their “own” e-commerce solution.
EVI also wanted to increase their revenue from installation services. Part of the design goals was to elevate Installation services and develop a user-centered product taxonomy.
Process
I used a pretty standard design thinking process designing the website.
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
PROTOTYPE
TEST
Key
Team Members
Product
Designer
(me)
Content
Strategist
(me)
Visual
Designer
(me)
User Research
Design
Home
Work
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ideas
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