Simplifiying a complex B2B ordering portal used by labs across Europe.

As a product design consultant, I was brought in to solve a clear problem: the platform wasn’t converting users fast enough, and internal teams struggled to communicate its value.

I started by aligning with business priorities, speeding up workflows, improving adoption, and making the product easier to sell.

Rather than simply applying a new visual layer, I audited the full user journey across clinics and labs to identify points of friction and revenue leakage.

From there, I restructured the experience around clear value moments:

– A frictionless onboarding flow to reduce drop-off
– A simplified ordering process to save time and increase usage
– A secure messaging system to eliminate back-and-forth emails

Working autonomously, I integrated seamlessly with the internal team, delivered under tight deadlines, and contributed to the design system for mobile use.

It was a strategic redesign that helped the team demonstrate ROI, gain stakeholder buy-in, and prepare the product for scale.