Kamal Products - Digitizing a Wholesale Brand
Kamal Products - Digitizing a Wholesale Brand
Modernizing a B2B utensils manufacturer through a responsive e-commerce website.
Modernizing a B2B utensils manufacturer through a responsive e-commerce website.
TL;DR Summary
TL;DR Summary
Problem
Problem
Kamal Products, a family-run wholesale utensil brand, had no online presence. How might we help them scale their business digitally by making bulk orders easier and product discovery faster?
Kamal Products, a family-run wholesale utensil brand, had no online presence. How might we help them scale their business digitally by making bulk orders easier and product discovery faster?
Solution
Solution
Designed and developed a fully responsive B2B e-commerce website, improving product visibility, streamlining inquiries, and allowing for product customization—all without the complexity of traditional e-commerce checkout.
Designed and developed a fully responsive B2B e-commerce website, improving product visibility, streamlining inquiries, and allowing for product customization—all without the complexity of traditional e-commerce checkout.
Team
Team
Aayushi Gandhi
Hem Parekh
Anna Shannon
Rahul Gandhi
Aayushi Gandhi
Hem Parekh
Anna Shannon
Rahul Gandhi
My Role
My Role
UX/UI Designer
UX Researcher
UX/UI Designer
UX Researcher
Skills
Skills
UX Research
Wireframing
UX/UI Design
Web Development
B2B Strategy
UX Research
Wireframing
UX/UI Design
Web Development
B2B Strategy
Timeline
Timeline
8 weeks
8 weeks
cONTEXT
cONTEXT
Due to market shifts, Kamal Products a family-owned aluminum and steel utensil manufacturer that primarily serving offline buyers needed a strong online presence to serve wholesalers and restaurant.
Due to market shifts, Kamal Products a family-owned aluminum and steel utensil manufacturer that primarily serving offline buyers needed a strong online presence to serve wholesalers and restaurant.
Problem space
Problem space
Kamal Products lacked a website, structured catalog, and bulk order customization—creating major friction for wholesale buyers. While stakeholders wanted a digital presence, I made it a priority to balance their vision with the real needs of end users. Through surveys and interviews, I uncovered buyer pain points and used those insights to guide the design. The result was a scalable B2B platform that struck a healthy balance between stakeholder goals and a user-centered experience.
Kamal Products lacked a website, structured catalog, and bulk order customization—creating major friction for wholesale buyers. While stakeholders wanted a digital presence, I made it a priority to balance their vision with the real needs of end users. Through surveys and interviews, I uncovered buyer pain points and used those insights to guide the design. The result was a scalable B2B platform that struck a healthy balance between stakeholder goals and a user-centered experience.
rESEARCH
rESEARCH
To ensure the platform met the needs of Kamal Products’ end users, I conducted mixed-method research combining both qualitative and quantitative approaches.
To ensure the platform met the needs of Kamal Products’ end users, I conducted mixed-method research combining both qualitative and quantitative approaches.
Surveys (Google Forms)
User Interviews
Competitive Analysis
Surveys (Google Forms)
User Interviews
Competitive Analysis
Survey & Interview Focus Areas
Survey & Interview Focus Areas
I surveyed 20 participants to gather broad insights into buyer behaviors and expectations. To dive deeper, I conducted in-depth interviews with 3 local distributors and 2 restaurant owners—key end users who regularly place bulk orders.
I surveyed 20 participants to gather broad insights into buyer behaviors and expectations. To dive deeper, I conducted in-depth interviews with 3 local distributors and 2 restaurant owners—key end users who regularly place bulk orders.
Sample Interview & Survey Questions
How do you usually discover or browse utensil options for purchase?
What difficulties do you face when placing bulk orders?
Do you usually customize sizes, finishes, or quantities?
How do you prefer to contact suppliers or get quotes?
How do you usually discover or browse utensil options for purchase?
What difficulties do you face when placing bulk orders?
Do you usually customize sizes, finishes, or quantities?
How do you prefer to contact suppliers or get quotes?
Competitive Analysis
Competitive Analysis
To understand Kamal Products’ position in the utensil market and uncover opportunities for differentiation, I conducted a competitive analysis across three tiers: direct competitors, indirect competitors, and small-scale manufacturers.
To understand Kamal Products’ position in the utensil market and uncover opportunities for differentiation, I conducted a competitive analysis across three tiers: direct competitors, indirect competitors, and small-scale manufacturers.
Why I did it
Why I did it
Since Kamal Products was transitioning from an offline to an online model, it was critical to analyze:
How competitors presented their product information online.
What features they offered to support bulk orders.
How trust was built through UI elements like reviews, ratings, and forms.
Whether customization and communication flows were accessible for B2B buyers.
Since Kamal Products was transitioning from an offline to an online model, it was critical to analyze:
How competitors presented their product information online.
What features they offered to support bulk orders.
How trust was built through UI elements like reviews, ratings, and forms.
Whether customization and communication flows were accessible for B2B buyers.
Key features of different Competitors
What They Do Better
What They Do Better
Direct competitors like Prestige and Vinod have sleek, product-focused websites with strong branding, premium packaging visuals, and clear category structure. Their top sellers include cookware sets, pressure cookers, and kadhais—heavily promoted with polished product photos and testimonials.
Direct competitors like Prestige and Vinod have sleek, product-focused websites with strong branding, premium packaging visuals, and clear category structure. Their top sellers include cookware sets, pressure cookers, and kadhais—heavily promoted with polished product photos and testimonials.
Amazon and Flipkart, while indirect, dominate through scale. They offer fast search, bundled deals, and user-generated reviews, making their utensils more discoverable and trustworthy—even if they lack B2B-tailored flows.
Amazon and Flipkart, while indirect, dominate through scale. They offer fast search, bundled deals, and user-generated reviews, making their utensils more discoverable and trustworthy—even if they lack B2B-tailored flows.
Small-scale manufacturers like Nirlon and Avias operate primarily via Instagram, WhatsApp, or basic websites. They appeal to niche buyers and local resellers with flexible customization and WhatsApp ordering, but often lack cohesive branding and proper UX/UI structure.
Small-scale manufacturers like Nirlon and Avias operate primarily via Instagram, WhatsApp, or basic websites. They appeal to niche buyers and local resellers with flexible customization and WhatsApp ordering, but often lack cohesive branding and proper UX/UI structure.
Research Findings
Research Findings
Analysis of 20 survey responses and interviews with 3 local distributors and 2 restaurant owners revealed two key challenges: lack of online presence and inefficient order customization.
Over 85% of surveyed participants reported difficulty discovering products due to the absence of a digital catalog. Interviewees emphasized the frustration of managing custom bulk orders via phone, citing frequent miscommunications and order errors. Many expressed a strong need for a centralized platform where they could browse products, customize orders, and track requests in real-time—highlighting a clear gap between user expectations and current capabilities.
Analysis of 20 survey responses and interviews with 3 local distributors and 2 restaurant owners revealed two key challenges: lack of online presence and inefficient order customization.
Over 85% of surveyed participants reported difficulty discovering products due to the absence of a digital catalog. Interviewees emphasized the frustration of managing custom bulk orders via phone, citing frequent miscommunications and order errors. Many expressed a strong need for a centralized platform where they could browse products, customize orders, and track requests in real-time—highlighting a clear gap between user expectations and current capabilities.
Findings:
Findings:
No online access, made product discovery difficult
No online access, made product discovery difficult
Customization was phone-only, leading to miscommunication
Customization was phone-only, leading to miscommunication
Buyers were unsure whether suppliers were legitimate
Buyers were unsure whether suppliers were legitimate
Many Preferred a simple form-based ordering system for bulk orders
Many Preferred a simple form-based ordering system for bulk orders
design
design
Based on the user and market research, my primary design goals were to streamline the bulk ordering process, and build trust through clear product communication and brand identity. The design decisions directly addressed pain points around discoverability, customization, and communication.
Based on the user and market research, my primary design goals were to streamline the bulk ordering process, and build trust through clear product communication and brand identity. The design decisions directly addressed pain points around discoverability, customization, and communication.
Sitemaps and Ideation
Sitemaps and Ideation
A whole new website was overwhelming and I wanted to focus on important aspects of the website first. So I started by asking why, what, who and when. Me and my mentor Anna made simple flowchart.
A whole new website was overwhelming and I wanted to focus on important aspects of the website first. So I started by asking why, what, who and when. Me and my mentor Anna made simple flowchart.
Sitemap
Wireframing
Wireframing
I created low-fidelity wireframes to quickly establish layout, content hierarchy, and page functionality. This phase allowed me to focus on structure and usability before applying visual design, ensuring smooth user flow across homepage, product listings, and contact forms.
I created low-fidelity wireframes to quickly establish layout, content hierarchy, and page functionality. This phase allowed me to focus on structure and usability before applying visual design, ensuring smooth user flow across homepage, product listings, and contact forms.
Design System
Design System
To ensure consistency, scalability, and brand alignment across Kamal Products’ new digital platform, I created a comprehensive design system. This included a cohesive color palette inspired by the brand’s existing packaging and visual identity, helping preserve brand recognition online. I also defined a library of reusable UI components—buttons, forms, product cards, and navigation elements—designed with accessibility and responsiveness in mind.
To ensure consistency, scalability, and brand alignment across Kamal Products’ new digital platform, I created a comprehensive design system. This included a cohesive color palette inspired by the brand’s existing packaging and visual identity, helping preserve brand recognition online. I also defined a library of reusable UI components—buttons, forms, product cards, and navigation elements—designed with accessibility and responsiveness in mind.
Logo
Kamal
Kamal
Kamal Products
Color Palette: Red & Cream
#B70010
#EBE3D2
#F8F3E7
Indian Floral Motifs
Plus Jakarta Sans
Aa
AaBbCc
For headings and displays
Montserrat
Aa
AaBbCc
For all sub-headings and paragraphs
Form
Buttons
Cards
PROPOSED SOLUTION
PROPOSED SOLUTION
Using the findings that I discovered, I was able to complete a final redesign. I added new features and expanded on ones that were already prototyped.
Using the findings that I discovered, I was able to complete a final redesign. I added new features and expanded on ones that were already prototyped.
Homepage
Homepage
Highlights brand values, bestsellers, and an entry point to the customization flow.
Highlights brand values, bestsellers, and an entry point to the customization flow.
Product Categories
Product Categories
Improves product discoverability with visuals and hierarchy.
Improves product discoverability with visuals and hierarchy.
About Us
About Us
Humanizes the brand with its history, sustainable practices, and community focus
Humanizes the brand with its history, sustainable practices, and community focus
Multi-Device Responsiveness
Multi-Device Responsiveness
Designing for flexibility was essential for Kamal Products, considering their buyers range from local shop owners using phones to distributors working on desktops. My goal was to create a seamless, consistent experience across all devices.
Desktop: Full navigation, deep product views, and visual storytelling
Tablet: Simplified but still rich experience with preserved hierarchy
Mobile: Prioritized CTA buttons, collapsible menus, and scrollable best-seller sections
Each breakpoint was customized, ensuring users have access to the same functionality and flow no matter the screen size.
Designing for flexibility was essential for Kamal Products, considering their buyers range from local shop owners using phones to distributors working on desktops. My goal was to create a seamless, consistent experience across all devices.
Desktop: Full navigation, deep product views, and visual storytelling
Tablet: Simplified but still rich experience with preserved hierarchy
Mobile: Prioritized CTA buttons, collapsible menus, and scrollable best-seller sections
Each breakpoint was customized, ensuring users have access to the same functionality and flow no matter the screen size.
Usability Testing
Usability Testing
Usability testing of first iteration to gain user insights into proposed solution.
Usability testing of first iteration to gain user insights into proposed solution.
2. Better Product Discovery
User Feedback: Users said the homepage felt crowded and visually inconsistent. “Top Categories” lacked hierarchy and felt overwhelming to scan.
Final Iteration: Replaced "Top Categories" with a clean, horizontally scrollable “Best Sellers” section.
BEFORE
AFTER
1.Improving Product Category Layout
User Feedback: 4/6 users felt layout was cluttered and hard to scan. Red labels were distracting.
Final Iteration: Simplified the grid, used uniform image sizes, reduced visual noise, and improved hierarchy for easier browsing.
BEFORE
AFTER
1.Improving Product Category Layout
User Feedback: 4/6 users felt layout was cluttered and hard to scan. Red labels were distracting.
Final Iteration: Simplified the grid, used uniform image sizes, reduced visual noise, and improved hierarchy for easier browsing.
BEFORE
AFTER
2. Better Product Discovery
User Feedback: Users said the homepage felt crowded and visually inconsistent. “Top Categories” lacked hierarchy and felt overwhelming to scan.
Final Iteration: Replaced "Top Categories" with a clean, horizontally scrollable “Best Sellers” section.
BEFORE
AFTER
Conclusion
Conclusion
The design phase for Kamal Products’ B2B platform successfully translated business goals and user needs into a scalable, user-centered solution.
Kamal Products had no online presence prior to this project. The new website provided them with a scalable, centralized platform to showcase their catalog, connect with clients, and manage bulk inquiries—all digitally.
By replacing traditional back-and-forth communication with a structured customization and inquiry form, buyers now submit detailed bulk orders directly through the website—saving time and reducing miscommunication.
Usability testing with 6 target users validated the design direction: 100% of participants were able to complete core tasks such as browsing products and customizing an order without assistance, and 83% reported the experience as significantly more intuitive than current offline processes. With a strong foundation in place, the project is now ready for development, aligned with both stakeholder goals and real user expectations.
The design phase for Kamal Products’ B2B platform successfully translated business goals and user needs into a scalable, user-centered solution.
Kamal Products had no online presence prior to this project. The new website provided them with a scalable, centralized platform to showcase their catalog, connect with clients, and manage bulk inquiries—all digitally.
By replacing traditional back-and-forth communication with a structured customization and inquiry form, buyers now submit detailed bulk orders directly through the website—saving time and reducing miscommunication.
Usability testing with 6 target users validated the design direction: 100% of participants were able to complete core tasks such as browsing products and customizing an order without assistance, and 83% reported the experience as significantly more intuitive than current offline processes. With a strong foundation in place, the project is now ready for development, aligned with both stakeholder goals and real user expectations.
10+
Product Categories Showcased
Product Categories Showcased
89%
increase in user satisfaction
increase in user satisfaction
Future Growth
Future Growth
The site is built with responsiveness and scalability in mind, with potential for integrating:
Shopify or other e-commerce checkouts
Multilingual support (English & Hindi)
AI chatbot for guided ordering
The site is built with responsiveness and scalability in mind, with potential for integrating:
Shopify or other e-commerce checkouts
Multilingual support (English & Hindi)
AI chatbot for guided ordering
Client’s words:
“This is exactly what we needed to grow digitally. Our clients can finally see our full catalog online, and the new ordering process has already reduced our back-and-forth calls.”
— Owner, Kamal Products
“This is exactly what we needed to grow digitally. Our clients can finally see our full catalog online, and the new ordering process has already reduced our back-and-forth calls.”
— Owner, Kamal Products
What I Learned
What I Learned
The importance of translating business language into design language—understanding the user's mental model when navigating wholesale catalogs.
How to design trust-focused elements like payment badges, reviews, and bulk inquiry forms to increase credibility.
That even in traditional industries, clean layout and visual hierarchy can dramatically boost usability and brand perception.
How crucial it is to design scalable product architecture for companies planning to grow their offerings over time.
The importance of translating business language into design language—understanding the user's mental model when navigating wholesale catalogs.
How to design trust-focused elements like payment badges, reviews, and bulk inquiry forms to increase credibility.
That even in traditional industries, clean layout and visual hierarchy can dramatically boost usability and brand perception.
How crucial it is to design scalable product architecture for companies planning to grow their offerings over time.
What I Could Have Done Better
What I Could Have Done Better
Spent more time conducting interviews with end customers (wholesale buyers, vendors) to better understand their journey and friction points.
Explored more UI variations before finalizing the visual direction to better represent the traditional + modern blend.
Added micro-interactions or transitions that could enhance the tactile experience, especially for product categories.
Spent more time conducting interviews with end customers (wholesale buyers, vendors) to better understand their journey and friction points.
Explored more UI variations before finalizing the visual direction to better represent the traditional + modern blend.
Added micro-interactions or transitions that could enhance the tactile experience, especially for product categories.
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