B2B Ecommerce Redesign
SALON SERVICE GROUP
A comprehensive redesign of Salon Service Group’s ecommerce platform to modernize the user interface, improve usability, and simplify shopping and account management flows, delivering a seamless experience for busy salon professionals.
Overview
Audience
Salon professionals, stylists, and beauty business owners.
KEY CONTRIBUTIONS
Led the end-to-end redesign of a B2B ecommerce platform
Rebuilt core journeys across Home, PLP, CDP, PDP, Cart, Checkout, and Account
Established a scalable design system to support growth and reuse
Delivered mobile-first experiences optimized for repeat purchasing
Reduced friction in high-frequency ordering through clearer hierarchy and flow optimization
THE CHALLENGE
The existing platform struggled with usability, particularly on mobile, creating friction from an outdated UI, confusing login and checkout flows, ineffective product filtering, and performance issues.
These challenges slowed ordering and made it difficult for salon professionals to quickly find, evaluate, and repurchase products.
As a stylist constantly on the go, I need a shopping experience that’s fast, intuitive, and hassle-free.
Carlos T., Independent Stylist
THE SOLUTION
A responsive, user-centered redesign for B2B stylists, emphasizing speed, clarity, and efficiency. Mobile-first layouts, intelligent filtering, and streamlined flows minimizing friction, supporting daily tasks and strengthening long-term loyalty.
Research & Discovery
RESEARCH PROCESS
We gathered insights through user and stakeholder interviews, mobile and tablet usability testing, analytics reviews, and competitive analysis, building a deep understanding of stylist needs and industry benchmarks to guide the redesign.
Competitive Audit
Audited top B2B beauty ecommerce platforms like Sally Beauty and CosmoProf to uncover usability gaps and best practices in navigation, product discovery, and checkout. These insights guided a streamlined, user-focused redesign tailored to busy salon professionals.
Information Architecture & Strategy
Redefined the site’s structure to prioritize key user tasks and simplify navigation for busy stylists. Developed a clear, scalable hierarchy with intuitive categories and streamlined access to product discovery, account management, and promotions.
WIREFRAMES
Created wireframes featuring persistent (always-visible) navigation with integrated cart and clear navigation items. Introduced quick reorder and streamlined login. Simplified complex product choices via modal selectors.
User Feedback
User testing confirmed clear navigation and intuitive workflows, revealing opportunities to simplify interactions and boost user confidence for a seamless experience.
Design SYStem
Built a scalable, component-driven design system that translated product strategy into reusable UI patterns, ensuring consistency, faster iteration, and seamless collaboration across teams.
FINAL DESIGNS
The final design delivered a modern interface that reinforced the brand’s professionalism while ensuring clarity and ease of use across all devices.
Outcomes & Strategic Growth
KEY OUTCOMES
The redesign boosted user satisfaction and engagement, streamlined workflows, and improved mobile performance, positioning the platform for sustained growth and stronger customer loyalty.
NEXT STEPS
Post-launch, focus will shift to refining features based on user feedback, enhancing personalization, and expanding integrations to further streamline workflows and deepen customer engagement.
