Designing beyond the storefront, creating a custom B2B experience.
SALESFORCE • HEADLESS B2B • UX/UI DESIGN
Headless B2B is a Salesforce-powered commerce proof of concept exploring a more flexible approach to B2B storefronts. It combines Salesforce commerce capabilities with a fully custom frontend, giving businesses greater freedom to shape, brand and tailor the customer experience while keeping the commerce technology behind the scenes.
Client
Internal / R&D
Industry
B2B Commerce
Role
UX/UI Designer
Year
2023
About the project
Exploring a more flexible approach to B2B commerce.
Headless B2B Accelerator was a proof of concept created to showcase new possibilities for Salesforce-powered B2B commerce. With the growing demand for flexible storefronts, the goal was to explore how Salesforce could power the commerce experience behind the scenes while giving businesses greater freedom to create, brand and tailor their customer-facing experience.
Custom Storefront
Designing beyond the limitations of a predefined interface to create a tailored customer experience.
Shaping the experience
Combining Salesforce commerce capabilities with a custom, flexible frontend built on Bootstrap.
I designed the end-to-end UX/UI of the platform, from user journey wireflows to high-fidelity prototypes covering the defined journeys. Throughout the process, I worked closely with Salesforce and front-end developers to explore what was possible and ensure the experience was technically feasible.
Designing the experience
Turning journeys into interfaces
Rather than designing around the limitations of a predefined storefront, the PoC gave us the freedom to explore how the B2B experience could work from the user's perspective.
01
Understanding the journeys
Mapped the key B2B journeys to understand the different steps, decisions and interactions users would need to complete.
02
Shaping the experience
Translated the journeys into wireflows and explored different approaches before moving into high-fidelity UI.
03
Ensuring feasibility
Worked closely with Salesforce and front-end developers to validated interactions, understand technical constraints and ensure the proposed experience could be implemented.
Putting the customer experience first.
Designing a B2B storefront without the usual constraints
The main opportunity of the headless approach was the freedom to design the storefront around the customer experience rather than around the limitations of a predefined Salesforce interface.
Tailored Workflows
Created customer-facing screens designed specifically around B2B purchasing behaviors and account structures
Brand Flexibility
Allowed the experience to be fully branded and tailored to the business, while Salesforce continued to provide the commerce capabilities underneath.
The Result
A flexible foundation for custom B2B commerce.
The proof of concept demonstrated how Salesforce could provide the underlying commerce capabilities while allowing businesses to create a customer-facing experience that was fully tailored to their brand, customers, and needs.
End-to-End Blueprint
Successfully prototyped 5 key user journeys, providing a clear foundation for future Salesforce-powered headless commerce projects.
Streamlined Self-Service
Designed simplified flows for reordering and account management during user journey mapping, reducing unnecessary navigation steps.
Production-ready Delivery
Handed off wireflows and high-fidelity screens built on a flexible Bootstrap grid, enabling developers to build out the accelerator framework efficiently.
Next project
From legacy to Lightning, reimagining the enterprise experience.
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Private case study · Under NDA