B2B Ecommerce Modernization at Enterprise Scale
800+ Locations Supported · Salesforce LWR Migration · Customer Experience First
Overview
I helped a national electrical distribution company modernize a legacy B2B ecommerce platform serving more than 800 branch locations and supporting a multi-billion-dollar revenue environment.
The previous platform was heavily focused on internal ERP and operational workflows rather than modern customer expectations. The business needed a faster, more intuitive, scalable digital experience without disrupting day-to-day revenue operations.
The Challenge
- Legacy ecommerce architecture limiting growth
- User experience shaped by internal systems instead of buyers
- Fragmented digital customer journeys
- Slow enhancement and release cycles
- Complex coordination across sales, operations, IT, and leadership
- Need for enterprise modernization with low operational risk
What I Delivered
Customer Experience Strategy
Before development began, I helped shift priorities toward the customer experience.
This included:
- Buyer persona development
- User journey mapping
- Modern B2B ecommerce UX standards
- Simplified navigation and purchasing flows
- Faster self-service experiences
The North Star Framework
Every key requirement decision was guided by one principle:
The end user experience was our north star.
Design System Development
Created a scalable design system before coding started, enabling:
- Consistent user interfaces
- Faster releases
- Better usability
- Long-term scalability
Salesforce LWR Transformation
Supported migration to Salesforce Lightning Web Runtime (LWR) to modernize performance, flexibility, and future growth potential.
Product Leadership & Execution
Aligned executives, stakeholders, UX teams, and developers around roadmap priorities and agile delivery.
Results
- Improved digital experience across 800+ locations
- Modernized a revenue-critical B2B ecommerce ecosystem
- Increased speed of enhancements and releases
- Shifted platform mindset from internal-first to customer-first
- Created scalable foundation for long-term growth
Why It Matters
Many companies upgrade platforms but keep outdated user experiences.
This transformation modernized both technology and customer value delivery.
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