Etnia Eyewear
TIMELINE: September 2022 – February 2023
PROJECT TYPE: Case Study – Optimizing the b2b Sales platform for Etnia Barcelona.
Project Overview
Etnia Barcelona, a premium eyewear brand, needed to enhance their B2B sales app used by vendors to sell sunglasses to retail shops. The goal was to improve order efficiency, optimize product discovery, and streamline the purchasing experience for vendors managing multiple accounts.
The Challenge
Cumbersome Ordering Process: Vendors struggled with an inefficient and time-consuming sales flow.
Limited Product Discovery: The existing catalog lacked intuitive navigation and filtering options.
Lack of Customer Insights: Vendors had no easy way to track client preferences or order history.
Discovery & Research
To understand vendor pain points, I conducted User research, including:
User interviews with 10 sales representatives to analyze workflow challenges.
Field observations to see how vendors interacted with the app in real sales situations.
Data analysis on order completion rates to identify drop-off points in the process.
Our Key findings of the research were:
Ordering took too long due to complex product browsing and manual entry.
Vendors needed quick access to client purchase history to make informed recommendations.
Mobile usability was critical, as most sales happen on tablets during store visits.
Ideation & Wireframing
Based on insights, we proposed key UX improvements:
Smart Order Management: Enabled vendors to access client history and reorder in one click.
Advanced Filtering & Search: Implemented category-based navigation and keyword search.
Mobile-Optimized Interface: Designed a tablet-first experience for on-the-go sales.
I created low-fidelity wireframes and tested them with a group of vendors, refining designs before moving to high-fidelity prototypes in Figma.
Prototyping & Testing
Developed an interactive prototype showcasing the streamlined ordering system.
Conducted usability testing with real vendors, refining based on feedback.
Iterated on checkout and account management features to reduce errors.
The solution
✔ One-Tap Reordering: Vendors could quickly reorder previously purchased products.
✔ Enhanced Product Discovery: Filters, categories, and search improved browsing efficiency.
✔ Client Insights Dashboard: Provided vendors with sales history and top-selling items.
✔ Optimized for Tablets & Mobile: Ensured seamless performance on all devices.
Results & Impact
📈 Order Completion Rate Increase: 35% faster order processing time.
📉 Reduced Drop-off Rate: Checkout abandonment decreased by 20%.
⭐ Vendor Satisfaction: 88% of vendors found the new app significantly improved their workflow.
Final toughts
This project reinforced the importance of usability and efficiency in B2B applications. By streamlining navigation, optimizing the ordering process, and adding data-driven insights, we created a tool that truly supports Etnia Barcelona’s sales team, improving both productivity and customer rela
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