In 2023, GPC (NAPA) approached me to enhance their B2B customer experience with the goal of doubling sales by enabling customers to purchase a wider range of products and items in their catalog. To achieve this, I undertook a complete end-to-end redesign of the user experience.

The process began with revamping the homepage to create a more welcoming and engaging landing experience. During this phase, I discovered issues with the existing search functionality, which was broken and lacked effective filtering options. Additionally, the search results page needed improvements, such as offering both list and grid views for easier navigation.

I then focused on redesigning the search and product list pages, making them more intuitive and user-friendly. This allowed me to rethink the cart experience by introducing features like a mini cart in the header and a sticky cart that remains visible as items are added, similar to Amazon’s approach.

Once these critical elements—Home Page, Search, and Search Results—were addressed, customers could easily find and add more items to their carts, directly contributing to an improved shopping experience.

Throughout this project, I collaborated closely with UX Researchers, conducted numerous customer interviews, and led multiple workshops and user testing sessions. These efforts culminated in a well-designed cart experience that resulted in a 25% increase in sales in 2024.