Rebuilding NAVO's E-Commerce - From a Furniture Brand to a B2B/B2C Workspace Solutions Ecosystem
Rebuilding NAVO's E-Commerce - From a Furniture Brand to a B2B/B2C Workspace Solutions Ecosystem
Rebuilding NAVO's E-Commerce - From a Furniture Brand to a B2B/B2C Workspace Solutions Ecosystem
Founder-Led Redesign for a Premium Ergonomic Brand in the UAE
Founder-Led Redesign for a Premium Ergonomic Brand in the UAE
400+
Screens
3
Delivery Phases
10+
Months
400+
Screens
3
Delivery Phases
10+
Months
/ project highlights
Navo started as a standing desk brand, and was expanding into a bigger ecosystem : Workspaces, Gaming, Accessories, Brand partnerships and more. As they scaled, their existing e-commerce experience started to break under this catalog complexity & B2B requirements.
I partnered directly with the founder and core team to
lead end-to-end redesign & rebrand for supporting future growth with improved premium positioning.
Read more or See it Live.
Navo started as a standing desk brand, and was expanding into a bigger ecosystem : Workspaces, Gaming, Accessories, Brand partnerships and more. As they scaled, their existing e-commerce experience started to break under this catalog complexity & B2B requirements.
I partnered directly with the founder and core team to
lead end-to-end redesign & rebrand for supporting future growth with improved premium positioning.
Read more or See it Live.
400+
Screens
3
Delivery Phases
10+
Months
MY ROLE
Directional Product Designer embedded
with the founder and core team
Services /
Deliverables
UX Strategy · Rebranding · Catalog Architecture · Checkout System · Design System · New B2B Revenue Pathways · Printable Product Catalogues
Industry / tags
E-Commerce, B2B/B2C, Enterprise
PROBLEM Context & Challenges
How do you make a fast-growing, diverse catalog easy to discover, understand, compare & act on - for different kinds of buyers?
How do you make a fast-growing, diverse catalog easy to discover, understand, compare & act on - for different kinds of buyers?
The challanges started showing up on the sales before they showed up on the site: Bulk orders came in, then the change requests related to billing, shipping & assembly came in right behind them. Architects wanted spec sheets and CAD files. Sales team had to followup and share manually to all customers.
The real problem was not just redesigning the old website. It was:
Complex product catalog, variants & sub-categories
Weak discovery architecture
Sales team overloaded due to B2B orders
Manual follow-ups due to post order corrections
No structured way to access product resources
Brand positioned as a commodity seller, not a market leader
The challanges started showing up on the sales before they showed up on the site: Bulk orders came in, then the change requests related to billing, shipping & assembly came in right behind them. Architects wanted spec sheets and CAD files. Sales team had to followup and share manually to all customers.
The real problem was not just redesigning the old website. It was:
Complex product catalog, variants & sub-categories
Weak discovery architecture
Sales team overloaded due to B2B orders
Manual follow-ups due to post order corrections
No structured way to access product resources
Brand positioned as a commodity seller, not a market leader
Key Decisions & Trade-Offs
One System.
One System.
Instead of custom building every requests I built one design system for entire ecosystem and let it grow across multiple touchpoints
Instead of custom building every requests I built one design system for entire ecosystem and let it grow across multiple touchpoints
3 Phased Rollout.
3 Phased Rollout.
What started as a redesign quickly expanded as deeper business needs surfaced. I worked directly with the founder and the core team and identified operational pain points & prioritized high-leverage UX decisions,
To balance speed with long-term scalability I suggested a 3 phased rollout over a single big-bang relaunch so the team will be able to validate phase 1 in market before investing engineering time to Phase 2 & 3 features.
Phase 1 : Fixing what was actually breaking
Phase 2 : Configure workspace combinations easily
Phase 3 : Reaching the buyers Navo wasn't initially built for
What started as a redesign quickly expanded as deeper business needs surfaced. I worked directly with the founder and the core team and :
✔ Identified operational pain points
✔ Prioritized high-leverage UX decisions
✔ Balanced speed with long-term scalability
I suggested a 3 phased rollout over a single big-bang relaunch so the team will be able to validate phase 1 in market before investing engineering time to Phase 2 & 3 features.
Phase 1 : Fixing what was actually breaking
Phase 2 : Configure workspace combinations easily
Phase 3 : Reaching the buyers Navo wasn't initially built for
What started as a redesign quickly expanded as deeper business needs surfaced. I worked directly with the founder and the core team and :
✔ Identified operational pain points
✔ Prioritized high-leverage UX decisions
✔ Balanced speed with long-term scalability
I suggested a 3 phased rollout over a single big-bang relaunch so the team will be able to validate phase 1 in market before investing engineering time to Phase 2 & 3 features.
Phase 1 : Fixing what was actually breaking
Phase 2 : Configure workspace combinations easily
Phase 3 : Reaching the buyers Navo wasn't initially built for
5 Journeys.
5 Journeys.
NAVO was not serving for one customer anymore.
Consumers -> Direct Purchase.
Businesses -> Consultation, E-Quote, Bulk Orders, Industry Solutions
Architects/Designers -> Resource Centre, Inspiration Hub
Resellers -> Partnerships
Brands -> Sell-with-NAVO.
None of this was scoped on day one.
It surfaced because founder and I kept asking what NAVO actually needed next and building for it
NAVO was not serving for one customer anymore.
Consumers -> Direct Purchase.
Businesses -> Consultation, E-Quote, Bulk Orders, Industry Solutions
Architects/Designers -> Resource Centre, Inspiration Hub
Resellers -> Partnerships
Brands -> Sell-with-NAVO.
None of this was scoped on day one.
It surfaced because founder and I kept asking what NAVO actually needed next and building for it
phase 1
/ Category Architecture
A layered discovery model that scales
A layered discovery model that scales
phase 1
/ Checkout System
Eliminating post order corrections
Eliminating post order corrections
phase 1
/ Product Page
Rebuilding product pages around actual buying decisions
Rebuilding product pages around actual buying decisions
phase 1
/ Inventory State Handling
Capturing leads from availability gaps
Capturing leads from availability gaps
phase 2
/ print catalogues
Configure workspace combinations easily
Configure workspace combinations easily
In Phase 2, I extended the same design system to a different touchpoint. Same IA, same visual language, same product logic as the website, rebuilt as a tool the sales team can actually use in conversations.
It was not just designing a catalogue of products.
It was designing a easier system for building a workspace as well.
The actual conversation that happens between NAVO and its customer.
In Phase 2, I extended the same design system to a different touchpoint. Same IA, same visual language, same product logic as the website, rebuilt as a tool the sales team can actually use in conversations.
It was not just designing a catalogue of products.
It was designing a easier system for building a workspace as well.
The actual conversation that happens between NAVO and its customer.
A salesperson can use it to quickly communicate:
What the product is
How it can be configured
What variants are available
What it works with
How it fits into a workspace
What additional components can be added etc.
A salesperson can use it to quickly communicate:
What the product is
How it can be configured
What variants are available
What it works with
How it fits into a workspace
What additional components can be added etc.
phase 3
/ e quotes
Generate quotations directly from cart
Generate quotations directly from cart
phase 3
/ Resources Centre
Extending e-commerce store into a resources centre
Extending e-commerce store into a resources centre
phase 3
/ new b2b revenue pathways
Pinterest inspired Workspaces Hub
Pinterest inspired Workspaces Hub
Outcomes
Built foundation for NAVO's future growth through Direct Founder Collaboration
Built foundation for NAVO's future growth through Direct Founder Collaboration
✔ Unified system extended across different touchpoints
✔ Scalable foundation for future categories/markets
✔ Premium enterprise-ready brand positioning
✔ 5 distinct, purpose-built customer journeys
✔ Reduced post-purchase corrections rates
✔ Clear separation of B2C and B2B flows
✔ New features & B2B pathways
✔ Unified system extended across different touchpoints
✔ Scalable foundation for future categories/markets
✔ Premium enterprise-ready brand positioning
✔ 5 distinct, purpose-built customer journeys
✔ Reduced post-purchase corrections rates
✔ Clear separation of B2C and B2B flows
✔ New features & B2B pathways
