CASE STUDY

Digital marketplace platform

Designed an enterprise-scale marketplace that brought clarity, speed, and trust to complex B2B transactions. Translated operational chaos into a unified buying experience that accelerated revenue and strengthened cross-functional alignment.

Designing clarity and speed into enterprise complexity

This project reminded me why I love solving complex problems. I led design for a digital marketplace connecting healthcare providers with 250+ products, including APIs, SaaS tools, and data services. The goal was to simplify the quote-to-contract process, which had historically slowed down deals and frustrated customers. Through systems thinking, cross-functional alignment, and data-informed design, we transformed an intricate workflow into a streamlined, intuitive experience that scaled enterprise-wide.

Outcomes

68% faster quote-to-contract time
18% increase in sales within one month
$30M projected first-year revenue

We we focused on

Mapped end-to-end purchase journeys to uncover inefficiencies and handoff friction between business and technical users.
Introduced guided navigation and dynamic pricing modules for transparency and ease of comparison.
Built modular design systems enabling rapid deployment across multiple product verticals.
Facilitated design sprints to align sales, engineering, and legal around a unified user and business flow.
Created an analytics dashboard to visualize quote performance, sales velocity, and user drop-off points for continuous optimization,

What helped

Establishing a shared language of “speed, clarity, and confidence” across teams to break silos.
Translating enterprise constraints into design opportunities, not roadblocks.
Using iterative testing cycles to validate every assumption before committing to a complete build.

What I learned

This project proved that designing a marketplace isn’t about screens and flows; it’s about orchestrating trust, alignment, and momentum across business, operational, and engineering realities. I learned that success requires more than a functional product; it requires building a system that unifies vision, removes cognitive friction, and enables scale. Designing for transaction flow became designing for confidence, confidence in the product, the data, the process, and the outcome.

I realized that when a product simplifies complexity, inspires trust, and enables self-sustaining growth, it stops being a “solution” and becomes infrastructure. The marketplace wasn’t just launched; it changed how teams thought, how customers engaged, and how business value was realized. That’s when design stops decorating and starts leading.