B2B Catalog Redesign

AXLE

WORKSCOPE:

UX/UI DESIGN

ROLE:

CO-DESIGN LEAD

TIMELINE:

5-6 MONTHS

YEAR:

2025

context.

This project involved a comprehensive design process encompassing multiple phases of benchmark analysis, UX research, and iterative design. Each iteration was carefully reviewed, tested, and refined in close collaboration with project management and product ownership, ensuring constant alignment with business goals and user needs. Due to space constraints, this case study highlights only the main design solution, but I’d be glad to further discuss additional details, insights, and specific outcomes in an interview.

original design.

Here is the starting point: the original B2B catalog relied on basic card and list views and a simple two-column product page. Navigation was minimal with no drilldown menus or category hierarchy, and filters were very basic, limited to the top of the page and offering little control for business users. The design worked, but it lacked visual appeal, interactivity, and true B2B orientation, making product exploration slow and cumbersome.

category navigation.

See How it Works

The B2B catalog was redesigned with interactive category cards that allow content prioritization for marketing campaigns or promotional highlights. Each interactive card lets users go directly to a catalog or explore sub-levels with additional subcategories, selected brands, and highlighted products, optimizing navigation through progressive disclosure. The drilldown menu mirrors this structure and allows users to choose different navigation paths, making it easier to explore complex catalogs while reinforcing discoverability.

tabular catalog.

See Vertical Scroll

See Horizontal Scroll

Also, the catalog was consolidated into a single, tabular view tailored for B2B workflows, replacing the previous card and list views. Filters are placed above the table and can be scrolled horizontally, while the interactive table offers advanced features, including a sticky vertical header and sticky horizontal critical info, ensuring key data remains visible at all times. Users can also pin columns, enabling a highly customized exploration experience. The layout supports sorting, comparison, and quick access to product information via popovers or modals while remaining clean, scalable, and B2B-oriented

Variants & Properties

Variables & Nested Components

Table Enhancement

Variants & Properties

product detail page.

results.

The product detail page features a three-column layout optimized for B2B workflows with enhanced scroll interaction. A sticky box keeps main CTAs and critical information always visible. Ratings & reviews provide social proof, while a “frequently bought together” box leverages other users’ behavior to guide discovery and subtly nudge additional purchases. The design supports efficient product evaluation and comparison for business users.

testimonial.

I find your designs truly outstanding! Big kudos for putting the user at the center and really focusing on promoting content. In my B2B experience, that’s something people often overlook, but I know for a fact it can be worth millions in revenue.

William Dunn

SBU President at Dunn Solutions

retrospective

What I would do differently

What would i do differently: blablla

Lessons

Lessons: vla bla

Key Achievements

Tradeoffs: