UX Case Study

M.Anthony Group Wines & Sprits

Major Wine producers and distributors group wanting to migrating on Salesforce B2B Commerce Cloud to unify multi-provincial commerce across BC, QC, and ON—balancing complex tax, pricing, licensing, and channel requirements.

Here's a Sneak Peek

Role

Lead Product Designer

Timeline

6 Months

Tools & Methods

Figma

Notion

Lean UX

User Interviews

Usability Testing

The Problem

"The platform had to reconcile complex, province-specific regulations with dual commerce models, while simplifying licensed onboarding, inventory visibility, and legal compliance. The UX needed to balance a frictionless buying experience for external customers with robust allocation and order management tools for internal sales teams.."

Research showed 70% of potential customers dropped off because of the complex registration and difficulty faced by Sales team on internal tools .

How might we...

…deliver compliant, salesforce native ,region‑aware B2B commerce that scales across provinces, clarifies availability and pricing, and equips internal teams to allocate inventory efficiently?

Research & Insights

Understanding the user's mental model through brainstorming sessions was key to solving this complexity puzzle.

Competitor Analysis

8+ competitors Audited

User Interviews

10 Participants

Usability Tests

3 Iterations

Key User Needs

Education

"Why do I need this license?"

"How do I handle in-transit situation?”

"Could an internal member handle this for me?”

Simplicity

"Need an easier check - out."

"Clarify if a product has limit to order."

Trust

"Is this transaction safe for me?"

"If I place an order on behalf , how does it work if the product has a limited stock?"

Routine

"Help me remember."

"Keep the check out easier for regular use cases.."

Exploring the Solution

We started with low-fidelity wireframes to test the "User Flow" concept.

Eliminated half of the registration obstacles.

Added progress indicators

Implemented 'In stock / transit / specific dates for dispatch with live updates'

The Visual System

TYPOGRAPHY

Color Palette

The Final Solution

High-fidelity screens demonstrating the new core flows.

1

Strategic UX Decisions

To validate how different user types — Licensees (B2B) and Private Buyers (B2C) — would navigate registration, product discovery, and checkout across three regional storefronts (Ontario, BC, Quebec), each with distinct rules and tax logic.

Curated Routine

Instead of a generic product list, users receive a "Routine" view, grouped by usage.

Prototypes were developed using Figma, adhering strictly to Salesforce Lightning Design System (SLDS) components for authenticity and development feasibility.

Iterations focused on key use cases:

Licensee registration and approval flow

Product availability states (In Stock, Low Stock,
Pre-order, No stock)

Checkout validation based on provincial
compliance

Account management dashboard with orders,
subscriptions, and preferences

Iterations focused on key use cases:

Licensee registration and
approval flow

Product availability states (In
Stock, Low Stock, Pre-order,
No stock)

Checkout validation based on
provincial compliance

Account management
dashboard with orders,
subscriptions, and preferences

Seamless & Scalable Internal Tools

Designed high-performance internal sales workflows that unified allocation, inventory visibility, and order management into a single, efficient system.

Role

Lead Product Designer

Timeline

6 Months

Tools & Methods

Figma

Notion

Lean UX

User Interviews

Usability Testing

Reflections

What did I learn?

Working within Salesforce Lightning Design System (SLDS) taught me how to design within rigid frameworks while ensuring brand consistency and user delight.

I learned to translate design constraints into scalable product logic — modular flows, reusable UI patterns, and compliance-driven components that could flex across three provinces (BC, ON, QC) with minimal rework.

Take Aways & What's next?

Successfully transformed a complex product into an all integrated eco - system without failing at cores of usability.
Leveraging close collaboration design, product, & engineering to translate technical complexity into clear user experience.

Next Project

Homeless Shelter Program

Back to all work

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Driving

real

results

For Products/ Services, Businesses, and Brands.

Made with lots of By Sonal 2026

Driving

real

results

For Products/ Services, Businesses, and Brands.

Made with lots of By Sonal 2026

Driving

real

results

For Products/ Services, Businesses, and Brands.

Made with lots of By Sonal 2026