Context
TVH supplies parts for forklifts, aerial work platforms, telehandlers, agricultural and other industrial equipment in 170 countries, with over a million different parts in stock and next-day delivery on almost all of them. Professional buyers order through the TVH webshop 24/7, with price, lead time and stock shown for every reference. I work as a UX/UI designer in the e-commerce team, with a focus on the checkout.
What made it hard
- B2B ordering isn't consumer ordering. Buyers order many lines at once, add their own references, and often order for a fleet of machines rather than a single one.
- Speed and care at once. A machine is often standing still while the buyer orders, and a wrong part costs another day.
- One shop, 170 countries. Delivery, tax and payment differ per market, and changes must roll out without disrupting daily ordering.
What I did
Research
Interviews with customer service and sales, who talk to buyers every day, plus analysis of how buyers move through the shop.
Flow and interface design
A checkout designed around how professional buyers order: multi-line, referenced, and fast to confirm.
Working with the squads
Prioritising with product leadership and handing designs to development ready to build.
Skills
- UX research
- Flow design
- B2B e-commerce UX
- Stakeholder alignment
- Design handoff
Outcome
Ongoing engagement. Happy to walk through the approach in a conversation.
Reflection
In B2B, customer service hears every reason a buyer gives up long before analytics shows it. I bring them into research on day one.