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B2B Store Launchpad | Discounts, cart & checkout optimisation

As part of the commercetools B2B Store Launchpad, I led the UX and UI redesign of the cart and checkout discount experience.

The project introduced support for all major discount types, including Product Discounts, Cart Discounts, Discount Codes, Direct Discounts, and Recurring Order Discounts, while significantly improving the clarity and usability of the order summary experience. The work focused on helping business buyers better understand pricing, savings, taxes, shipping costs, and applied promotions throughout the purchasing journey.

Project metadata

Type
Project
Role
Product Designer UX/UI
Industry
B2B
Date
February 2025
Timeline
3 Months

Problem

The existing discount experience lacked consistency and transparency when multiple discount types were applied simultaneously. Customers could struggle to understand how promotions affected product prices, shipping costs, and final totals, particularly in more complex purchasing scenarios involving stacked discounts and promotional campaigns. The order summary also provided limited visibility into discount breakdowns, making it difficult for buyers to validate pricing before completing a purchase.

Challenge

The challenge was considerably larger than initially anticipated. Supporting all discount mechanisms within the B2B storefront required designing a scalable system capable of handling multiple combinations of discounts, promotional rules, shipping incentives, tax calculations, and recurring order savings across different markets and locales. At the same time, the experience needed to remain easy to understand for customers while maintaining consistency between the cart, checkout, and order summary components.

Outcome

I redesigned the entire discount experience across both cart and checkout, creating a flexible framework capable of supporting Product Discounts, Cart Discounts, Discount Codes, Direct Discounts, and Recurring Order Discounts. The work included designing new discount application flows, validation states, success and error messaging, discount code management, promotional savings breakdowns, and transaction detail views. Special attention was given to scenarios involving multiple simultaneous discounts, ensuring customers could clearly understand how each promotion contributed to the final order total. Alongside the discount experience, I redesigned the order summary component to improve visibility of product pricing, applied savings, shipping costs, tax calculations, and final totals. This resulted in a more transparent purchasing experience and reduced ambiguity during checkout. The project also included improvements to shipping and tax representations across multiple locales, ensuring calculations were communicated consistently throughout the purchasing journey. In addition, I resolved responsiveness issues within the quantity selector component, ensuring large quantities remained fully visible and usable across all supported devices and screen sizes. Outcome: the final solution delivered a significantly more robust and scalable discount framework for the B2B Store Launchpad while greatly improving the overall cart and checkout experience.

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