Rethinking a B2B sample order experience
2026
Type
UX/UI Design
Client
Rieder
Info
As a UI Designer at Rieder, I work on digital products that not only improve the user experience but also support engagement and business performance.
After an in-depth UX analysis of Rieder’s existing digital ecosystem, we identified the Sample Order flow as a key pain point. The experience was not user-friendly: selecting product cards was difficult because the clickable area was too small, the filters did not reflect the richness of Rieder’s materials, and users had little visual feedback about what they were choosing.
These usability issues were contributing to drop-offs and abandoned orders.
My role
I was responsible for the UI design of the new Sample Order experience, using the design system I had created for Rieder. We developed around six design directions and iterated the selected concept through three rounds of feedback with Client Relations, Marketing, and the CEO.
I also collaborated closely during the transition from Figma to Framer to help ensure the final product stayed as close as possible to the design vision while remaining technically feasible.
Challenge
The main challenge was to significantly improve the experience while keeping it visually consistent with the existing website.
I had to preserve certain patterns, graphic elements, and filter behaviors already used across the platform, while still introducing a clearer and more intuitive solution.
Another challenge was the design-to-development handoff from Figma to Framer, which required close communication from the start to align expectations, avoid misunderstandings, and balance design quality with technical constraints.
Process
We began with a thorough UX analysis of Rieder’s digital products, followed by a contextual inquiry of the existing Sample Order flow to better understand user frustrations, constraints, and interaction issues.
Based on these findings, we explored multiple early prototypes and tested different ways of simplifying the experience.
I focused on creating a cleaner structure, improving filter clarity, strengthening visual feedback, and reducing friction in the selection and ordering process.
The chosen direction was then refined through several iterations with internal stakeholders until we reached a solution that was both user-centered and aligned with the company’s goals.
Outcome
The final result was a clean, simple, and more engaging Sample Order experience with fewer clicks, always-visible cart, visual material filters, larger tap targets, clearer hover states.
Users now compare materials at a glance and order without second-guessing.
Reflection
This project taught me how to balance innovation with consistency inside an established digital ecosystem. It strengthened my ability to translate UX insights into interface decisions, work across multiple stakeholder perspectives, and collaborate closely with developers to deliver a final product that was both polished and feasible
It also reinforced how small interaction details can have a big impact on usability, trust, and conversion.