Engineering trust through digital presence

One e-commerce platform, two audiences — B2B depth meets B2C speed

Weld Vision — welding equipment e-commerce platform

Client

Weld Vision

My Contribution

  • End-to-end UX research
  • Information architecture
  • Visual design
  • Prototyping
  • Design system

Timeline

2022

Team

  • 1 Product Designer
  • 2 Software Engineers
  • 1 Product Manager
Context

Weld Vision sells welding equipment through 800+ resellers across Brazil. Digital operation was fragmented — separate sites per product line, outdated e-commerce, no unified experience. B2B buyers hit B2C checkout. Resellers couldn't find compatible products. Sales teams built workarounds.

The challenge: unify B2B complexity with B2C speed in a single platform.

The Problem

• Fragmented platforms. 800+ resellers scattered across disconnected sites with no unified experience.

• Low SEO. Poor URL structure, missing meta, no content strategy — organic discovery almost zero.

• Conflicting needs. B2B clients needed quotations and technical manuals. B2C wanted fast purchases and simple checkout.

Core tension
How do you unify B2B complexity with B2C speed in a single platform — without compromising either experience?
B2B buyers sought quotations, technical manuals, and longer negotiation cycles — while B2C customers wanted fast product search, simple navigation, and quick checkout.
Stakeholder & user interviews
Key Decisions

Every direction had a counter-direction. These three decisions defined what the platform would become — and what it deliberately refused to be.

DecisionRejectedChosenWhy
Platform structure Two separate sites Single site, dual paths One codebase, shared SEO authority, consistent brand across audiences
Product pages One-size-fits-all template 4 category-specific templates Equipment, consumables, torches, and CNC each need different information hierarchies
SEO approach Bolt SEO onto existing structure SEO-first information architecture Clean URLs, proper heading hierarchy, and structured data from day one
The business wanted two separate sites for clarity. The design chose unity — one platform with audience-specific paths, shared SEO authority, and consistent brand identity.
Stakeholder workshops
Trade-offs

Balancing two audiences on one platform meant constant trade-offs. Three constraints shaped the design more than any feature request.

Legacy constraints
The existing admin panel had severe limitations. Any new design had to be implementable within the constraints of the current CMS — or the client would need to invest in a new backend entirely.
Stakeholder alignment
Aligning B2B sales team requirements with B2C marketing goals required multiple workshops and trade-off discussions. Every feature had two audiences requesting opposite things.
Mobile complexity
B2B product pages are information-dense — specs, compatibility charts, quotation forms. Condensing this for mobile without losing essential detail was a constant design challenge.
The Solution

The final design was a complete, functional e-commerce platform — not a set of isolated screens. It unified B2B and B2C journeys across a single codebase: audience-aware navigation, category-specific product templates, dual checkout flows, quotation negotiation, post-purchase self-service, and an SEO-first architecture.

Four product page templates — equipment, consumables, torches, and CNC machines — each prioritized the most relevant specs and actions for their category. B2B users landed on a quotation-ready catalog; B2C users got a streamlined shopping experience. Both paths shared the same backend, design system, and content structure.

Weld Vision — redesigned home page with audience-aware navigation and product catalog
Home — audience-aware navigation and unified product catalog for B2B and B2C.
Category listing with SEO-first structure, filters, and compatibility matching
Category listing — SEO-first IA with category-specific templates and advanced filters.
Weld Vision product detail and checkout flows
Product detail and checkout — dual flow architecture for quick buy and B2B quote.
Key Deliverables
Unified e-commerce platform — B2B and B2C journeys on a single codebase
Audience-aware navigation — smart mega-menu with dual entry points
Product experience system — 4 category-specific templates, search, filters, comparison
Dual checkout architecture — B2C quick buy + B2B quote negotiation
Self-service portal — order tracking, re-order, invoices, dedicated support
SEO-first foundation — clean URLs, structured data, content architecture
Impact

What I shipped: Complete e-commerce platform — audience-aware navigation, 4 category-specific product templates, dual checkout flows (quick buy + B2B quote negotiation), quotation system with negotiation history, post-purchase self-service portal, and SEO-first architecture. Single codebase serving 800+ resellers across Brazil.

800+
Resellers served by a single unified platform
4
Product templates tailored per category — equipment, consumables, torches, CNC
2
Checkout modes — B2C quick buy and B2B quote negotiation in one flow
Reflection

I would have pushed harder for a headless CMS from the start. The legacy admin panel shaped too many decisions — not always in the user's favor.

Biggest lesson: B2B and B2C don't need separate experiences. They need information architecture that surfaces the right content for the right context. "Both" instead of "either/or."