TL;DR Summary
Context
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.
My Role in Team of 4
Skills
Timeline
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.
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.
rESEARCH
Surveys (Google Forms)
User Interviews
Competitive Analysis
Survey & Interview Focus Areas
I surveyed 20 participants and interviewed 3 local distributors and 2 restaurant owners—key buyers who place bulk orders regularly.
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?
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.
Why I did it
Since Kamal was transitioning from offline to online, I needed to understand how competitors presented product information, supported bulk orders, built trust through UI elements, and enabled customization for B2B buyers.
Key features of different Competitors
What They Do Better
Direct competitors like Prestige and Vinod have product-focused websites with strong branding and clear category structure.
Amazon and Flipkart dominate through fast search, bundled deals, and user reviews.
Small-scale manufacturers like Nirlon operate via Instagram and WhatsApp, offering flexible customization but lacking cohesive branding and UX structure.
Research Findings
Analysis revealed two key challenges: lack of online presence and inefficient order customization.
Over 85% of surveyed participants struggled with product discovery due to no digital catalog. Interviewees cited frustration managing custom bulk orders via phone, with frequent miscommunications and errors. Many wanted a centralized platform to browse products, customize orders, and track requests in real-time.
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.
Sitemaps and Ideation
A whole new website was overwhelming, so I focused on important aspects first. My mentor Anna and I created a simple flowchart by asking why, what, who, and when.
Sitemap
Wireframing
I created low-fidelity wireframes to establish layout, content hierarchy, and page functionality. This phase focused on structure and usability before applying visual design, ensuring smooth user flow across homepage, product listings, and contact forms.
Design System
To ensure consistency and scalability, I created a comprehensive design system including a color palette inspired by existing packaging, reusable UI components (buttons, forms, product cards, navigation), and typography choices designed with accessibility and responsiveness in mind.
PROPOSED SOLUTION
Using research findings, I completed a final redesign with new features and expanded prototypes.
Homepage
Highlights brand values, bestsellers, and an entry point to the customization flow.
Product Categories
Improves product discoverability with visuals and hierarchy.
About Us
Humanizes the brand with its history, sustainable practices, and community focus
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.
Usability Testing
Usability testing of first iteration to gain user insights into proposed solution.
Conclusion
The B2B platform successfully translated business goals and user needs into a scalable, user-centered solution.
Impact
Kamal Products gained their first online presence—a centralized platform to showcase their catalog, connect with clients, and manage bulk inquiries digitally. The structured customization and inquiry form replaced traditional back-and-forth communication, saving time and reducing miscommunication.
Usability testing with 6 target users validated the design: 100% completed core tasks without assistance, and 83% found the experience significantly more intuitive than offline processes.
Metrics
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
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
