AJIO's BULK PURCHASe JOURNEY DESIGN
Packing Painless Purchase for B2B Buyers
Packing Painless Purchase for B2B Buyers
Packing Painless Purchase for B2B Buyers
ROLE
ROLE
UX Designer (from strategy to execution)
UX Designer (from strategy to execution)
Timeline
Timeline
2023
6 months
2023
6 months
Team
Team
UX Lead, UXR, PM, UX Writer, UI Designer
UX Lead, UXR, PM, UX Writer, UI Designer
PLatform
PLatform
AJIO Business
Mobile App
AJIO Business
Mobile App
Context
Bulk purchasing in packs for shopkeepers
Ajio Business is a B2B fashion platform by Reliance designed for small & medium-sized retailers to grow their business. We dive deep into markets to find out the latest trends in fashion so that our retailers have the right collection in their stores. Enter the world of fashion where it’s not only about the business but also the wellbeing of their business.
Ajio Business is a B2B fashion platform by Reliance designed for small & medium-sized retailers to grow their business. We dive deep into markets to find out the latest trends in fashion so that our retailers have the right collection in their stores. Enter the world of fashion where it’s not only about the business but also the wellbeing of their business.
Project Goals
To enhance the current buying journey using insights from user research in order to improve conversions and make buying easier for retailers
To relook at the below-the-fold section of the PDP, measure it against the best competitive standards and refine it to keep up with the growing needs of the market
To enhance the current buying journey using insights from user research in order to improve conversions and make buying easier for retailers
To relook at the below-the-fold section of the PDP, measure it against the best competitive standards and refine it to keep up with the growing needs of the market
Project Highlight
Reshaping inventory purchase at scale
Project Scope
THE problem
Retailers struggled to build their cart in a way that matched their real restocking needs
Pack names were confusing, representations were unclear, and customization was limited or misunderstood.
With inconsistent terminology like “Ratio Pack” or “Catalogue Pack” used differently across categories, retailers couldn’t easily understand what they were buying.
They found it hard to scan long lists, test new products, or control sizes and colors - often leading to frustration and a preference for offline wholesale markets
Pack names were confusing, representations were unclear, and customization was limited or misunderstood.
With inconsistent terminology like “Ratio Pack” or “Catalogue Pack” used differently across categories, retailers couldn’t easily understand what they were buying.
They found it hard to scan long lists, test new products, or control sizes and colors - often leading to frustration and a preference for offline wholesale markets
Competitors vs AJIO
The path to purchase was full of friction and understanding what different packs comprise took additional time and effort:
INSIGHTS
NEW PACK CONFIGURATION & TAXONOMY
Iterations and evolution of the pack nomenclature
THE Impact
Laying the groundwork for seamless buying
There was no clear system to classify pack types - leading to jargon, confusion, and inconsistency
The new taxonomy simplified how packs were grouped and named, aligning with how retailers actually think and shop.
It created a shared language across teams - making collaboration and future iterations smoother.
Most importantly, it laid the foundation for a scalable design framework to display buying options consistently across the purchase journey.
There was no clear system to classify pack types - leading to jargon, confusion, and inconsistency
The new taxonomy simplified how packs were grouped and named, aligning with how retailers actually think and shop.
It created a shared language across teams - making collaboration and future iterations smoother.
Most importantly, it laid the foundation for a scalable design framework to display buying options consistently across the purchase journey.
I started with auditing the current state of the pack component
I started with auditing the current state of the pack component
Tried out different explorations for the way the pack section might be displayed
Tried out different explorations for the way the pack section might be displayed
Also tried different interactions for finding and adding the right pack
Also tried different interactions for finding and adding the right pack
As well as different ways to visualise the pack component itself to enable better perception and scanning
As well as different ways to visualise the pack component itself to enable better perception and scanning
The final UX was an expandable, condensed pack visualisation with pack name call outs and size filtering capability
The final UX was an expandable, condensed pack visualisation with pack name call outs and size filtering capability
The final UI with pack types represented by icons, and actions combined within the card
The final UI with pack types represented by icons, and actions combined within the card
DESIGN DECISIONS
A closer look at key redesigned flows:
Moderated Usability Testing
Research Questions:
Whether they were able to understand the input stepper interaction and accomplish the tasks assigned with it
If they were comfortable with the new representation of packs and were able to perceive all the information they needed with ease
Whether they understood MOQ criteria and how to qualify it
How many packs and pieces they generally add
Their understanding of and need for different pack types
Whether they prefer pre-made or customisable packs
Whether they were able to understand the input stepper interaction and accomplish the tasks assigned with it
If they were comfortable with the new representation of packs and were able to perceive all the information they needed with ease
Whether they understood MOQ criteria and how to qualify it
How many packs and pieces they generally add
Their understanding of and need for different pack types
Whether they prefer pre-made or customisable packs
Whether they were able to understand the input stepper interaction and accomplish the tasks assigned with it
If they were comfortable with the new representation of packs and were able to perceive all the information they needed with ease
Whether they understood MOQ criteria and how to qualify it
How many packs and pieces they generally add
Their understanding of and need for different pack types
Whether they prefer pre-made or customisable packs
Participant Profiles
The iterations
Based on the user feedback, the following design changes were implemented before hand off
Feature Improvements
These improvements were added to support the design and further fine-tune the user journey
Coachmarks
To guide users, coach marks were designed to educate them about the new changes and additional features in the buying journey
Colour variants visibility
Different colour variations of the same product was difficult to find earlier, but linking them in the PDP itself helped increase visibility at the start of the purchase journey itself
Buy a sample
Users unsure to buy an entire pack can test the quality and material of a specific product by ordering a sample first at a minimal cost. This would help them buy confidently and also increases seller's sales.
Learnings and takeaways
Some crucial things I learned working on this project
Designing for the whole ecosystem
In a complex setup like AJIO Business, I learned that success meant balancing the needs of retailers, manufacturers, sales teams, category heads, and brands - not just designing for end users.
Think in systems, not screens
Building scalable taxonomies and UI components helped the solution go beyond a one-off fix and shaped a foundation for long-term UX and business growth.
Cross-functional collaboration is key
Partnering with teams beyond design - sales, category, PMs, devs - helped navigate constraints and made the solution more grounded, feasible, and adopted.
Feedback beats perfection
Sharing early prototypes and rough ideas with my manager and peers helped align direction fast, improve clarity, and avoid over-designing in a silo.
Designing for the whole ecosystem
In a complex setup like AJIO Business, I learned that success meant balancing the needs of retailers, manufacturers, sales teams, category heads, and brands - not just designing for end users.
Think in systems, not screens
Building scalable taxonomies and UI components helped the solution go beyond a one-off fix and shaped a foundation for long-term UX and business growth.
Cross-functional collaboration is key
Partnering with teams beyond design - sales, category, PMs, devs - helped navigate constraints and made the solution more grounded, feasible, and adopted.
Feedback beats perfection
Sharing early prototypes and rough ideas with my manager and peers helped align direction fast, improve clarity, and avoid over-designing in a silo.
Designing for the whole ecosystem
In a complex setup like AJIO Business, I learned that success meant balancing the needs of retailers, manufacturers, sales teams, category heads, and brands - not just designing for end users.
Think in systems, not screens
Building scalable taxonomies and UI components helped the solution go beyond a one-off fix and shaped a foundation for long-term UX and business growth.
Cross-functional collaboration is key
Partnering with teams beyond design - sales, category, PMs, devs - helped navigate constraints and made the solution more grounded, feasible, and adopted.
Feedback beats perfection
Sharing early prototypes and rough ideas with my manager and peers helped align direction fast, improve clarity, and avoid over-designing in a silo.
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+1 2065369593
Write
kashvigoel38@gmail.com
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