Würth UAE eShop
A fastener and tooling wholesaler's online shop, redesigned around how trade buyers actually reorder: fast, repeatable, and trustworthy enough to move real procurement budgets online.
The challenge
Würth UAE sells tools, fasteners and industrial supplies to both trade professionals and individual buyers across the GCC. The existing checkout flow was built for a single buyer type and leaked conversions at exactly the moment it mattered most: between adding items to cart and completing payment.
B2B buyers needed bulk reorder, quote requests and account-level pricing; B2C buyers needed something closer to a standard retail checkout. Serving both through one undifferentiated flow meant neither got what they needed, and usability testing showed drop-off was concentrated around cart review and payment method selection.
Approach
I ran user research and usability testing across both buyer segments to find where the flow actually broke down, rather than guessing from analytics alone. That surfaced friction points in step count, unclear order summaries, and a lack of trust signals at the payment step.
From there I mapped the end-to-end journey for both B2B and B2C paths, then designed a shared checkout shell with segment-aware steps, so the two audiences diverge only where their needs actually differ, keeping the system maintainable rather than forked into two separate codebases.
What I built
A redesigned checkout flow with clearer order review, simplified payment selection and fewer required steps, built on a comprehensive Figma design system I built and maintained for cross-platform consistency.
The design system reduced data management errors by standardising components, spacing and states across web and the teams building against it, which also improved developer handoff efficiency by 30% — designers and engineers were finally working from the same source of truth instead of redlines.
- Segment-aware checkout steps for B2B (bulk, quotes, account pricing) and B2C (retail-style, faster path)
- A shared Figma design system covering components, tokens and states, used across the wider digital product
- Clearer cart review and payment UI informed directly by usability testing, not assumption
Outcome
The redesign shipped with measurable results on both the conversion and the engineering side.
Because the design system is still the one in active use at Würth UAE, this isn't a one-off redesign — it's the foundation new features get built on, which is where the real compounding value of the 30% handoff improvement shows up over time.