Designing a Scalable B2B-ready E-commerce Platform for Premium Furniture Brand in UAE - NavoErgnomics
Designing a Scalable B2B-ready E-commerce Platform for Premium Furniture Brand in UAE - NavoErgnomics
Designing a Scalable B2B-ready E-commerce Platform for Premium Furniture Brand in UAE - NavoErgnomics
E-Commerce, B2B, Enterprise
E-Commerce, B2B, Enterprise
E-Commerce, B2B, Enterprise
Role
Product Designer
Scope
Rebranding, B2B E-Com Redesign, Catalog Systems, Checkout Architecture, Design System
Timeline
3 Weeks ( Dec 2025 - Jan 2026 )
Client
NavoErgnomics, Dubai, UAE
NAVO is a premium ergonomic furniture brand serving individual consumers, businesses, architects, and interior designers across UAE. As the brand scaled, their existing e-commerce experience began to break under catalog complexity, B2B requirements, and operational overhead. I partnered directly with the founder and core team to redesign NAVO’s experience as a scalable e-commerce system capable of supporting future growth.
NAVO is a premium ergonomic furniture brand serving individual consumers, businesses, architects, and interior designers across UAE. As the brand scaled, their existing e-commerce experience began to break under catalog complexity, B2B requirements, and operational overhead. I partnered directly with the founder and core team to redesign NAVO’s experience as a scalable e-commerce system capable of supporting future growth.
01. Project Context & Challenges
B2C Ergonomic Furniture Catalog breaking under B2B Workspace Solutions Scale
B2C Ergonomic Furniture Catalog breaking under B2B Workspace Solutions Scale
Complex product catalog (variants, sub-categories, accessories)
Sales team overloaded due to increasing B2B orders
High dependency on manual follow-ups for business orders
No structured way for architects/designers to access product resources
Need to position brand as market leader, not commodity seller
Complex product catalog (variants, sub-categories, accessories)
Sales team overloaded due to increasing B2B orders
High dependency on manual follow-ups for business orders
No structured way for architects/designers to access product resources
Need to position brand as market leader, not commodity seller
Before
Before
After
After
02. Design Approach
Approaching with Systems-First Mindset - To redesign Navo's E-Commerce store as a Scalable Business System
Approaching with Systems-First Mindset - To redesign Navo's E-Commerce store as a Scalable Business System
Rather than jumping into screens, I focused on: Decision points, Business logic, Edge cases and Scalability beyond launch.
Rather than jumping into screens, I focused on: Decision points, Business logic, Edge cases and Scalability beyond launch.
03. Category & Product Architecture
Turning a Growing Product Catalog into a 3 Layer Product Discovery Model
Turning a Growing Product Catalog into a 3 Layer Product Discovery Model
NAVO’s catalog includes flagship desks, multiple desk types, accessories, and future expansions. To make discovery easier without overwhelming and to showcase the full range without overwhelming users. I introduced :
Scalable menu and sub-category structures for mobile and desktop
Flagship category landing pages to establish authority
NAVO’s catalog includes flagship desks, multiple desk types, accessories, and future expansions. To make discovery easier without overwhelming and to showcase the full range without overwhelming users. I introduced :
Scalable menu and sub-category structures for mobile and desktop
Flagship category landing pages to establish authority
Also for the flagship category page, I introduced a 3-layered discovery system which scales across future categories without breaking
Layer 1 – Desk Type (as thumbnails) Standing / Executive / Gaming / Workstations
Layer 2 – Product Series (switch tabs)
Layer 3 – Configuration inside product page (sizes, finish, accessories etc)
Also for the flagship category page, I introduced a 3-layered discovery system which scales across future categories without breaking
Layer 1 – Desk Type (as thumbnails) Standing / Executive / Gaming / Workstations
Layer 2 – Product Series (switch tabs)
Layer 3 – Configuration inside product page (sizes, finish, accessories etc)
04. Product Page Before & After
Re-Engineering Individual Product Page for High-Intent Commerce
Re-Engineering Individual Product Page for High-Intent Commerce
Before : Static Listing Page with flat product information and limited hierarchy
Before : Static Listing Page with flat product information and limited hierarchy
Static product presentation with no guided decision flow
Features, specs, and actions treated as equal-weight content
No clear support for complex configurations or buyer intent
Minimal trust cues for high-value or B2B purchases
Static product presentation with no guided decision flow
Features, specs, and actions treated as equal-weight content
No clear support for complex configurations or buyer intent
Minimal trust cues for high-value or B2B purchases
After : High-intent, scalable, decision-oriented product page architecture supporting both B2C & B2B behavior
After : High-intent, scalable, decision-oriented product page architecture supporting both B2C & B2B behavior
Dynamic configurations (Frame types, sizes, finishes), availability, and services structured as reusable logic.
Technical specifications, downloadable files, delivery, and return policies placed exactly at the point of friction and decision points
"Recommended Add-ons” and “You might also like” integrated to increase discovery and average order value
A product page that scales across categories, adapts to operational reality capable of handling complex configurations and real inventory states.
Frame types, sizes, finishes, availability, and services structured as reusable logic
Technical specifications, downloadable files, delivery, and return policies placed exactly at the point of friction
“Recommended Add-ons” and “You might also like” integrated to increase discovery and average order value
05. Inventory State Handling
Turning Availability Gaps into Lead Opportunities to Capture Demand
Turning Availability Gaps into Lead Opportunities to Capture Demand
In Stock -> Buy
Out of Stock -> Notify
Coming Soon -> Leads
In Stock -> Buy
Out of Stock -> Notify
Coming Soon -> Leads
06. Checkout System
Eliminating Sales Friction by separating B2C and B2B Intent Before Payment
Eliminating Sales Friction by separating B2C and B2B Intent Before Payment
One of the most critical issues was business customers placing bulk orders as individuals and later requesting billing changes, creating manual work for sales teams. Solutions designed to eliminate post-order manual corrections : Introduced an explicit “Ordering As: Individual / Business” switch which adapts billing/shipping/assembly
One of the most critical issues was business customers placing bulk orders as individuals and later requesting billing changes, creating manual work for sales teams. Solutions designed to eliminate post-order manual corrections : Introduced an explicit “Ordering As: Individual / Business” switch which adapts billing/shipping/assembly
Assembly & Service Logic
Assembly & Service Logic
NAVO offers optional services such as product assembly. Instead of burying this as text, I designed : A clear opt-in decision, Transparent pricing impact with Minimal cognitive load. This respected both customer clarity and business margins.
NAVO offers optional services such as product assembly. Instead of burying this as text, I designed : A clear opt-in decision, Transparent pricing impact with Minimal cognitive load. This respected both customer clarity and business margins.
07. Resources Centre for Professionals
Extending NAVO’s E-Commerce Store into a Professional Product Ecosystem for Architects, Interior Designers and Businesses
Extending NAVO’s E-Commerce Store into a Professional Product Ecosystem for Architects, Interior Designers and Businesses
NAVO serves architects, interior designers, and businesses who require : Product manuals, Technical spec sheets and CAD / 3DS Max files, So along with the download components inside individual product pages, I designed an extra dedicated Resources Centre module with :
Clear progression from discovery to download
Email/login gating for lead capture
Category + keyword search
Product-linked assets
NAVO serves architects, interior designers, and businesses who require : Product manuals, Technical spec sheets and CAD / 3DS Max files, So along with the download components inside individual product pages, I designed an extra dedicated Resources Centre module with :
Clear progression from discovery to download
Email/login gating for lead capture
Category + keyword search
Product-linked assets
08. Scope Evolution & Outcomes
Shaping Product Direction through Direct Founder Collaboration
Shaping Product Direction through Direct Founder Collaboration
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
This naturally evolved into a Phase - 1 -> Phase - 2 mindset, where design decisions were made with future iterations also in mind.
Outcomes
✔ Clear separation of B2C and B2B order flows
✔ Reduced post-purchase corrections by sales teams
✔ Stronger brand positioning as a premium, enterprise-ready platform
✔ A scalable foundation for future product categories and markets
✔ And new features like Creating an E-Quotation directly from the Cart
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
This naturally evolved into a Phase - 1 -> Phase - 2 mindset, where design decisions were made with future iterations also in mind.
Outcomes
✔ Clear separation of B2C and B2B order flows
✔ Reduced post-purchase corrections by sales teams
✔ Stronger brand positioning as a premium, enterprise-ready platform
✔ A scalable foundation for future product categories and markets
✔ And new features like Creating an E-Quotation directly from the Cart
