B2B Commerce
Making complex B2B transactions feel consumer-simple.
Vale Commerce Demo — fictional client
An original composition authored for this site, not a screenshot. Brief §108: every fixture asset is generated here so it is unambiguously licensable.
The challenge
Every buyer saw the same interface, and that interface had to be correct for all of them.
Negotiated pricing, contract catalogs and approval chains meant the "simple" path through the product was different for each account — so the product had been built to show everything, to everyone, always.
The approach
We separated what is true about an order from what a given account is permitted to see and do about it.
Once that boundary existed, progressive disclosure stopped being a design preference and became a property of the data model: the interface shows a buyer their own commercial reality rather than the union of everyone’s.
Outcomes
What changed.
- 37% shorter ordering flow
- 54% reduction in support-assisted orders
- 3 regional storefronts on one platform
These figures are invented fixture data. They exist to exercise the metric component and measure nothing — no engagement produced them.
Ordering became shorter for buyers and, more consequentially, quieter for the support team.
New commercial models are now configuration rather than a release.