Making B2B ordering self-service across 8 markets

Making B2B ordering self-service across 8 markets

Business orders were worth 20–30× more than consumer orders, yet routine tasks depended on managers and support. I redesigned the dashboard and gift-certificate flow so customers could pay, manage their accounts and track orders themselves.

Business orders were worth 20–30× more than consumer orders, yet routine tasks depended on managers and support. I redesigned the dashboard and gift-certificate flow so customers could pay, manage their accounts and track orders themselves.

Desktop case study image

Product

B2B ordering dashboard and corporate certificates

Scale

14,100 businesses across 8 countries

Role

End-to-end product design, research, prototyping, experimentation and QA

Team

Product Manager, Researcher, 3D contractor
1 back-end, 2 front-end devs

Constraints

Manual operations

Balance top-ups, certificate orders and company-detail changes depended on managers or support. An invoice-based top-up could take two to three days before funds appeared.

Desktop-only access

Research identified mobile as the preferred platform, but the dashboard had no mobile version. Customers could not manage urgent orders away from a computer.

Support bottlenecks

Routine account and ordering questions consumed support capacity. Growing the service meant reducing that dependency.

Turning the dashboard into a self-service workspace
Mobile access, automated payments and clearer account controls reduced dependence on managers and support.
Making the menu easier to scan
Mobile access, automated payments and clearer account controls reduced dependence on managers and support.

Automated payments

Added QR and company card payments while retaining invoices for established procurement workflows

Editable company details

Moved routine account changes from support tickets into self-service controls.

Certificates in context

Made certificate ordering part of the dashboard rather than a separate sales process.

Support on the customer’s terms

Added Telegram, WhatsApp and email without removing phone support.

Decisions

Organised the dashboard around repeat tasks, with balances, order statuses, and next actions visible at a glance.

Trade-off

Kept invoices and phone support for customers whose procurement processes still relied on them.

×1.6

YoY revenue growth

Value of completed corporate orders

4%→28%

Retention

Customers who placed another order within a year.

×2.1

Peak order volume

During the Dec-Jan peak

6%→18%

Order conversion

Customers placing orders
÷ starting the order flow

2025 vs 2024 · same product scope and markets · internal order and account analytics.

Making corporate certificates configurable and trackable
Replaced a sales form with a branded self-service flow from budget setup to delivery.
Making corporate certificates configurable and trackable
Replaced a sales form with a branded self-service flow from budget setup to delivery.

Start with the budget

Started with budget and quantity — the inputs clients already know — then calculated certificate values with inline validation.

Choose how to deliver

Offered automatic recipient delivery alongside downloadable codes for client-managed distribution.

Track: payment to redemption

Introduced universal milestones from payment through delivery and first redemption.

Mix values in one order

Allowed multiple denominations within one order to support different recipient groups.

Shipped

Problem

63% of users dropped out of the sales-contact flow. Ten client interviews pointed to two priorities: upfront pricing and a choice of delivery methods.

Decisions

Let clients start with the budget and quantity they already knew, then choose certificate values and delivery methods. Kept ordering and tracking connected to their business account.

Trade-off

Supported up to five certificate values per order; only 0.23% of customers needed more. Support handles those exceptions.

Shipped

×5.8

Revenue per paying customer

+66%

Certificate orders

12.5

New customers per certificate order

×2.1

Order conversion

2025 vs 2024 · same product scope and markets · internal order and account analytics.

Automation without forcing one workflow

Automation without forcing one workflow

The redesign moved ordering, payments, account changes and certificate fulfilment into self-service. Invoice payments, phone support and manual certificate distribution remained available where customer processes required them.

The redesign moved ordering, payments, account changes and certificate fulfilment into self-service. Invoice payments, phone support and manual certificate distribution remained available where customer processes required them.

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