Experience Strategy | Usability Study | UX/UI
Optimizing MWI Animal Health’s B2B e-commerce platform to enhance usability and inventory efficiency
Veterinary Supply
E-Commerce
Challenge
MWIAH launched a new B2B commerce platform consolidating multiple legacy sites into one. However, customers encountered usability issues, complex navigation, and inefficient order workflows, leading to frustration and slower adoption. Inventory tracking was inconsistent, causing stockouts and overstock situations. Additionally, technical debt from prior implementations limited flexibility for enhancements. The challenge was to streamline user interactions, improve search and order management, and optimize inventory control, ensuring a seamless and efficient digital experience for veterinary hospitals and suppliers.
How did we engage?
Partnered with MWIAH product team to conduct a comprehensive usability assessment and iterative design process. We analyzed existing customer pain points, gathered insights through stakeholder interviews, and prototyped solutions based on real-world workflows. Using Agile methodologies, we defined epics, user stories, and technical enhancements to streamline order management and improve inventory tracking. The engagement also included an improved customer journey, service design workshops, and an optimization roadmap that balanced business priorities with technical feasibility.
Solution
We redesigned MWIAH’s B2B commerce platform by implementing user-centric enhancements, reducing technical debt, and improving inventory workflows. Our approach involved:
- Conducting a usability assessment to identify pain points and optimize navigation, search, and checkout flows.
- Enhancing SWEEP, the inventory management system, by refining order suggestions, cycle counting, and product categorization for better stock control.
- Implementing a Minimum Viable Product (MVP) roadmap to prioritize features that drive immediate value, such as improved order tracking, streamlined product selection, and dynamic cart management.
- Developing interactive wireframes and high-fidelity prototypes to validate UX improvements before deployment.
- Establishing a continuous feedback loop with veterinarians, hospital managers, and internal stakeholders to ensure alignment with real-world needs.
Impact
The MWIAH B2B commerce enhancements streamlined user experience, improved inventory accuracy, and boosted online order adoption, resulting in higher customer satisfaction, reduced stockouts, and increased operational efficiency across veterinary hospitals.
Customer satisfaction
Streamlined navigation, order processes, and inventory workflows reduced friction for users.
Inventory management
SWEEP optimization enabled better stock forecasting, reducing emergency orders and improving hospital efficiency.
Online order adoption
Optimized platform experience encouraged more users to shift from manual to online ordering, increasing digital engagement.
