The Problem

Every order went through a human

Chempoint’s entire ordering process was handled by its sales reps. Procurement managers would call a rep, describe what they needed, and wait. The rep acted as the interface between customer and product catalog, a necessary intermediary in an industry where mistakes aren't just inconvenient; they're dangerous.

The business wanted to change this; the goal was a self-service platform that would let buyers independently search, request quotes for products, and place orders for already quoted products (a part of the regulated industry we couldn’t get around). Reducing rep workload, accelerate order velocity, and meeting the growing expectation from B2B buyers for digital-first purchasing.

  1. Inherited Brief & Stakeholder Alignment

    Starting with an existing brief, I worked closely with ChemPoint leadership, product, and sales to align goals and assumptions. Defining what success looked like before diving into designing.

  2. Information Architecture & User Flows

    Stepping back, I mapped the full ordering journey, from product discovery through checkout. Accounting for the regulated product quote workflow and compliance documentation requirements. Identifying the moments of highest friction and risk.

  3. Concept Development & Wireframing

    Working in an iterative manner, I presented multiple concepts for the core purchase flow, presenting options to stakeholders with a clear rationale for each. Using low-fidelity wireframes for heuristic evaluation and logic before investing in visual design.

  4. Prototyping & Stakeholder Testing

    Once we had a defined design direction, I produced interactive prototypes to validate the core ordering flow with internal stakeholders and sales reps acting as user proxies.

  5. High-Fidelity Design & Handoff

    After final sign-off, I delivered production-ready designs, with detailed component specifications, interaction notes, and documented design rationale, establishing handoff standards that the engineering team could follow consistently.

  6. Launch

Customer Journey | Before

[2] Order Flow

Understanding The Customer

No research budget, but rich internal knowledge

Unfortunately, formal user research wasn't available for Chempoint. Instead, I worked closely with the sales team, the people who spoke to our customers every single day. They were a direct line to real user behavior: what questions buyers asked most, where they got confused, and what they trusted.

I treated the sales team as a proxy research resource, conducting structured conversations to extract patterns from their collective customer knowledge. This gave me a working picture of the user.

The Core Challenge

Customers who don’t trust digital

The hardest design problem on this project wasn't the compliance requirements and complicated workflows; it was the users themselves. Procurement managers in Manufacturing, Healthcare, and Agricultural environments are often experienced, domain-expert buyers who have been doing their jobs the same way for years. Their relationship with their sales rep wasn't just transactional; it was a relationship of trust built over time.

Asking them to place a chemical order through a website, without a human to confirm, verify, and advise, was a significant behavioral shift. The design had to do more than work. It had to feel safe.

Design Process

From brief to launch

B2B Self-Service

[1] The Challenge

Replacing a rep-dependent phone sales process with a self-service platform for B2B buyers in a regulated, high-stakes industry.

[2] My Role

User Experience Designer

[3] Outcome

Successful Launch

Final Screens

[1] Account Dashboard

[1] Account Dashboard

The dashboard had to do three things at once: reduce the learning curve for infrequent users, surface everything a buyer needs to act quickly, and make committing to an order feel safe. Every element on this screen exists to serve one of those jobs.

[2] Order Flow

Every element on this screen is a digital equivalent of what the sales rep used to do verbally: confirming the product, price, quantity, and details before committing. The design doesn't replace the rep's function; it internalizes it.