B2B webshop transformation
Improving Stanley/Stella's B2B online store with better design and easier workflows for dealers.
Role
UX/UI Designer
Client
Stanley/Stella
Channel
Website
Areas
Fashion
Challenge
Stanley/Stella needed to update their e-commerce website to match their premium brand while meeting their wholesale partners’ needs. We aimed to create a site that delivers a high-end user experience while also offering practical functionality for business buyers.
User interviews
Talked with dealers from different markets to find their needs, problems, and workflow issues.
Competitive analysis
Studied other B2B platforms to find best practices and opportunities to stand out.
User testing
Tested designs with real dealers to get feedback and improve the experience before launch.
Strategy
After analyzing our research, we built our redesign around three main design principles:
Design system
Built a library of design components that work well together and make future updates easier.
Premium brand look
Used clean typography, space, and smooth interactions to show Stanley/Stella's quality positioning.
B2B-focused experience
Created easy navigation, bulk ordering, and fast checkout designed for business buyers.
Impact
The improved Stanley/Stella B2B e-commerce platform delivered great results for the business and dealers through user-centered design:
Higher sales
The new platform increased average order value by 32% by helping dealers find main and related products.
Better brand image
Surveys after launch showed dealers now see Stanley/Stella as more premium and quality-focused.
Time savings
Dealers reported spending 40% less time managing orders, improving both satisfaction and efficiency.
Dealers especially appreciated these UX/UI improvements:
Improved website design
Dealers liked the new visual design that better shows Stanley/Stella's premium brand.
Faster ordering process
The simpler buying process saved dealers time and helped them manage inventory better.
This project demonstrates how effective UX/UI design can enhance brand image, streamline operations, and increase e-commerce sales in the competitive premium fashion market.
