Product Management

UI/UX Design

Interaction Design

User Research & Testing

E-commerce Strategy

OffiNeeds corporate gifting platform redesign

Lead Product Manager & UI/UX Designer

16 Months( Jan 2024- July 2025)

eCommerce B2B SaaS Platform

Led the redesign of OffiNeeds’ corporate gifting platform to improve user experience, increase order efficiency, and reduce operational bottlenecks by streamlining the complex B2B gifting process.

View Live Website

The Challenge

Corporate clients faced friction in finding, customising, and ordering gifts efficiently due to scattered categories, poor product discovery, and an unclear customisation process.
This resulted in increased support tickets by 35% over 6 months and a drop in repeat order rates to 60%.

The Solution

Redesigned the entire user journey with simplified navigation, improved product discovery, clear customisation flows, and streamlined checkout. Implemented user-centred design principles and conducted extensive usability testing to validate solutions.

Design Process

1

Research & Discovery

Conducted interviews with corporate clients, analysed order data and pain points, and studied competitors to understand gaps in the gifting experience.

2

Information Architecture

Restructured product categories, filters, and the homepage to align with corporate buyer mental models and procurement workflows.

3

Wireframing & Prototyping

Created low to mid-fidelity wireframes to map gifting journeys and tested prototypes with key user segments for feedback.

4

Visual Design & Testing

Developed high-fidelity mockups with improved UI components and branding consistency, and conducted usability testing with 12 clients over 3 iterations.

2

Implementation & Launch

Worked closely with the development and merchandise teams for phased implementation and conducted beta testing with 50 corporate clients before the final launch.

Visual Design

Results & Impact

Repeat Orders

+28%

Increased from 60% to 75% within 3 months post-launch

Support Tickets

+40%

Reduced product discovery & customisation tickets by 40%

Order Completion

+30%

Increased completed orders per session by 30%

User Satisfaction

+18%

Improved average client rating from 3.8 to 4.5 out of 5

Key Learnings

User research revealed critical assumptions about corporate buyer needs were inaccurate
Iterative prototyping and usability testing reduced development rework and improved outcomes
Cross-functional collaboration with merchandise and logistics teams was essential for a smooth rollout
Tracking success metrics early helped refine features pre-launch