INTRO
The B2B Portal was my first major project at the fleet management company I currently work for. It focused on our core revenue segment: B2B customers — who, despite representing the highest revenue share, were the least engaged users.
My biggest challenge was shifting the company’s mindset on how to approach B2B clients. I conducted extensive interviews with stakeholders to understand their perceptions and priorities for the product. Then, I interviewed clients to uncover expectations and pain points, and analyzed support tickets to complement the qualitative findings.
KEY RESULTS
During development, I encountered a major blocker: a legacy system limitation that required me to pause and reassess priorities. I revisited the friction points, redefined priorities, and ensured alignment with business objectives. Another challenge was preventing uncontrolled feature creep, keeping the product vision focused and strong.
SOLUTION
I aligned design direction with both business and user needs, preventing unnecessary features and maintaining a clean, focused user experience. The new portal design emphasized usability, clarity, and relevance, resulting in increased engagement without creating additional support demands.
IMPACE AND RESULTS
The portal achieved a 500% increase in sessions and doubled the number of pages viewed per session, while also increasing session duration. Importantly, these improvements did not generate more support tickets, proving that we engaged users effectively without introducing confusion or friction.
