E-COMMERCE & OMNICHANNEL UX
Transforming a 24,000+ SKU Catalog into a Scalable Product Experience
ROLE
Product Designer (End-to-End)
Target audience
Dentists, Clinic owners, Dental manufacturers
timeline
6–7 months, ongoing
0 to 25% online order adoption after redesign launch
The platform has scale, but no discoverability
The dual audience shaped both commerce flows and brand positioning
0 to 25% online order adoption after redesign launch
Intelligent Vista Med (IVM) operates as a dental distributor with a catalog of over 24,000 SKUs, alongside multiple service offerings and global manufacturer partnerships. Despite this scale, the website was not contributing to business growth. It functioned as a static repository rather than an acquisition or transaction channel, resulting in zero traffic, no online orders, and no inbound inquiries.
From a product standpoint, the challenge extended beyond redesigning interfaces. The goal was to transform the platform into a scalable system that drives discovery, trust, and conversion across both digital and offline touchpoints.
No search or filtering capabilities
Poor information architecture
Missing SEO strategy and metadata
Incomplete product descriptions and imagery
No defined user journeys or conversion pathways
The platform has scale, but no discoverability
These goals work together to tranform IVM's website into high performing eCommerce platform that drives discoverability, trust and growth
How might we transform a non-performing catalog into a scalable, discoverable product ecosystem that supports both online and offline conversion?
This required solving across three layers:
Users & Stakeholders Primary
Based on the card sorting, I came up with information architecture and decided how the main navigation of the application will likely be.
The dual audience shaped both commerce flows and brand positioning
When I ran the idea through my professors and friends, I received positive feedback from them. However I was asked to validate my idea and try to find out the actual market and target audience for the same. Even so, I thought so – having a market niche is the need of an hour and I also had to convince my panel of professors that my idea is valid and has market potential (with legit numbers).
This is when I started out with primary and secondary market research and surveys. From the surveys I found out the following data.
These goals work together to tranform IVM's website into high performing eCommerce platform that drives discoverability, trust and growth
Impact: Treating content as product lever improved both visibility in search engines and confidence during purchase decisions
I analyzed competitor platforms and industry patterns to understand how high-SKU eCommerce experiences balance scale, discoverability, and usability.
Content as a Product Lever
I treated content as a core product component, not a secondary layer and redesigned product content to improve discoverability, clarity, and user confidence across 24,000+ SKUs.
Interface Design
Designed a clean, modular interface that scales across thousands of product pages.
Stratgic Improvements
I treated content as a core product component, not a secondary layer and redesigned product content to improve discoverability, clarity, and user confidence across 24,000+ SKUs.
This validated the improvements in structure, content, and flows directly influenced by user behaviour
Omnichannel Experience: Extending Beyond Digital
While the website is becoming the central digital touchpoint, a significant portion of IVM's business continues to rely on offline channels such as exhibitions, distributor meetings, and sales interactions. To ensure consistency across touchpoints, I designed quarterly brochures and large-scale product catalogs aligned with campaigns, inventory updates, and exhibition timelines.
Redesign that drove real digital adoption
Designed a clean, modular interface that scales across thousands of product pages.
Key Takeaways
What I learned from building IVM’s digital ecosystem
Designing for scale, discoverability, and trust across digital and print.
Next Steps
The platform continues to evolve in phases alongside development to deliver more value for users and the business.
Research revealed that structure, content, and clarity are the real differentiators in high-SKU B2B platforms. These insights shaped every design in the IVM redesign
Design Implications (How the findings were implemented)
Research revealed that structure, content, and clarity are the real differentiators in high-SKU B2B platforms. These insights shaped every design in the IVM redesign
Based on the card sorting, I came up with information architecture and decided how the main navigation of the application will likely be.
Based on the card sorting, I came up with information architecture and decided how the main navigation of the application will likely be.
Content as a Product Lever
I treated content as a core product component, not a secondary layer and redesigned product content to improve discoverability, clarity, and user confidence across 24,000+ SKUs.
I treated content as a core product component, not a secondary layer and redesigned product content to improve discoverability, clarity, and user confidence across 24,000+ SKUs.
Impact: Treating content as product lever improved both visibility in search engines and confidence during purchase decisions
Designed a clean, modular interface that scales across thousands of product pages.
Redesign that drove real digital adoption
To activate the redesigned experience, we launched a conversion-focused campaign.
This validated the improvements in structure, content, and flows directly influenced by user behaviour
Omnichannel Experience: Extending Beyond Digital
While the website is becoming the central digital touchpoint, a significant portion of IVM's business continues to rely on offline channels such as exhibitions, distributor meetings, and sales interactions. To ensure consistency across touchpoints, I designed quarterly brochures and large-scale product catalogs aligned with campaigns, inventory updates, and exhibition timelines.
Key Takeaways
What I learned from building IVM’s digital ecosystem
Designing for scale, discoverability, and trust across digital and print.
The platform continues to evolve in phases alongside development to deliver more value for users and the business.
