Creating a truly fantastic B2B shopping experience

Husqvarna Group
Project Overview
This project focused in improving the end-user experience for dealers within Husqvarna Group, using a web-order system. The system is used by local dealers to purchase and re-stock Husqvarna, Gardena and FlyMo products, such as Lawn movers, Leaf blowers, Chainsaws and their spare.
My Contributions
I was in charge of UX Design, Research, Testing and development handoff.
UX Designer
Worked in an agile team of 2 UX designers, 6 developers and 2 business analysts.
November 2017 - July 2018

Problem statement

At the time the current system for dealers had not been updated in 10 years time, and only maintained to add on support for various ERP systems. Husqvarna Group had identified a demand for more intuitive and easy to use systems for their dealers.

Focus areas

The project boundaries was set to a re-design of the interface and behaviour of the web-ordering experience. We were limited by a set of ERP systems, shipping and warehouse storage system’s limiting the data that we was able to get.

Design process

Define problems &  Collect information

  • Interviews
  • Competetive analysis

As the lead designer of this project I started to review the pre-work with business requirements that has been done by the business analyst. This gave me valuable insights in understanding the business problem and needs. While working my way thru the business requirements I also had multiple interviews with business stakeholders to get a deeper understanding of the business goals of offer a web-order system.

I gathered a list of 20 dealers in 6 different regions, ready to be interviewed. Some participated remote and some in-person interviews. I asked them to describe their way of working, both for annual ordering and recurring orders on weekly basis. The gathered data was then thematised and further analysed.


To visualise the analysed data I created personas, empathy maps and several user journeys based on the different types of users.


I ended up in three personas, “the newcomer”, “the traditional” and “the computer skilled”. The personas was based on the interviews and their characteristics ranged and created a diverse user base to design for.

Empathy maps

Once the personas was in place I started to define Empathy maps, communication the pains and gains for each personas. What they value as extra features and what they see as standard in system like these.

User journeys

Four user journeys was created, based on different use-cases defined during the analysis of the interviews. Typically the use-cases differs in two ways, how you can get your delivery, and, what kind of product you are ordering.

For delivery methods there are mainly 2 types of orders; Weekly/Monthly orders and pre-orders before the season starts

For different kinds of products there are 2 ways of ordering: Stock products and bulky products, or special spare parts that needed to be shipped as soon as possible.

Besides the different kinds above I also saw a trend that 75% of the users heavily rely on the keyboard input and has almost all the part-numbers on their mind, while around 25% looks the part-number up in a catalogue or browsing various blueprints. (This is why we choose to design a quick input module to companion the digital product catalogue)

Develop solutions/design

After the analyze part I started to wireframe and develop a prototype for the use-cases above. The prototype was low-fidelity and wireframe style, built in Axure. The software allowed me to build complex workflows, conditional formats and using of keyboard input so that the prototype would be as realistic as possible. During the prototype building I tested different UI and interaction paths to verify that I was on the right track, before compiling the final prototype.

Test and feedback

Usability testing was performed with the prototype that I built in Axure. I performed in-person testing with dealers in Europe, and remote testing with dealers outside Europe. For a month I visited different dealers to have them test the prototype in their real environment, on their real computers and monitors.

The testing was set up using “Think aloud” so that the test subjects would talk out loud about what they where experiencing.

After the tests I iterated the prototype several times and then applied visual design, before preparing for development handoff.