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 Digital operation was fragmented — separate sites per product line, outdated e-commerce, no unified experience.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?
Discovery & Research

I started by mapping what was known against what was assumed. The fragmentation was a fact; whether one platform could serve both audiences was not. I ran interviews with B2B sales teams and resellers, and usability sessions with B2C buyers — each audience describing the same friction from opposite sides.

• What I learned: B2B and B2C weren't two markets — they were two moments. The same buyer wanted quotation depth on a welding machine and a quick checkout on consumables.

• What I assumed: that a single platform could hold both without compromise. De-risked it by testing dual-path navigation with both audiences before any visual design.

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 — both audiences validated a single entry point in testing
Product pages One-size-fits-all template 4 category-specific templates Equipment, consumables, torches, and CNC each need different information hierarchies — buyers in research asked for different facts per category
SEO approach Bolt SEO onto existing structure SEO-first information architecture Clean URLs, proper heading hierarchy, and structured data from day one — organic discovery was the acquisition channel the fragmented sites had killed
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 home page — product category overview with catalog entry points — click to expand
Home — product category overview with catalog entry points for welding, laser, waterjet, plasma, and bending equipment. Click to expand.
Category listing page — filtered product grid with left-sidebar faceted filters — click to expand
Category listing — filtered product grid with left-sidebar faceted filters for type, voltage, current, and technology. Click to expand.
Product detail page B2B — laser machine with specs, tabs, and quotation request — click to expand
Product detail (B2B) — laser cutting machine with specification tabs, technical datasheet, and quotation request. Click to expand.
Product detail page B2C — welding machine with price, installment options, and add to cart — click to expand
Product detail (B2C) — welding machine with price, installment breakdown, add to cart, and recommended products. Click to expand.
Checkout page — cart review, shipping, payment, and order summary — click to expand
Checkout — cart review, shipping selection, payment method, and order summary. Click to expand.
Support page — FAQ, warranty, contact, and dealer locator — click to expand
Support — FAQ, warranty, contact, and dealer locator with newsletter signup. Click to expand.
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
My Ownership

I owned the entire product experience: research, IA, the four-template system, dual checkout flows, and the SEO-first structure. The decision to refuse two separate sites — against the business's initial instinct — was mine, won through workshops backed by both audiences' evidence. The PM aligned stakeholders across B2B sales and B2C marketing; the engineers owned the platform build inside the legacy CMS constraints.

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."