Designing Three E-Commerce Journeys for One B2B Market

The Challenge

The New Zealand business wanted e-commerce, but its products did not fit a single consumer-style journey. Some could be bought directly, some needed an add-to-quote flow, and others required approved account access. Shipping rules, temporary access, product visibility and account management all had to be clarified before launch.

What I Did

I broke the project into three explicit customer journeys: gated quote, normal add-to-quote and direct buy-now. The team imported only approved products, enabled payment functionality, designed a custom account area and prepared the search and archive experience for testing. I required each journey to be documented so regional users could test the same steps and stage two could be built from observed behaviour.

How I Did It

• 01: Classified products by commercial and access requirements before assigning a transaction path.
• 02: Defined account permissions, temporary access and visibility rules for gated products.
• 03: Mapped payment, shipping, search and confirmation behaviour as one end-to-end experience.
• 04: Treated the New Zealand build as a reusable module for other regions, not a local one-off.

The Result

The e-commerce module reached customer-journey testing with search, account and payment components in place. More importantly, the business had three named, documentable journeys instead of one ambiguous checkout. That made testing more precise, reduced scope confusion and created a platform that could be adapted by other regions.

Why It Matters

I design B2B e-commerce around how the product can actually be specified, approved and purchased, not around a generic cart template.