B2B Automotive E-commerce Platform Rebuild and Launch

The Challenge

A Series A automotive fintech startup relied on a legacy B2B platform with dated UX, poor performance, and major functional gaps. Customers were bypassing the platform entirely to handle deals offline—undermining product value and growth. The platform lacked critical features for partners, had no clear product vision or roadmap, and suffered from low trust due to poor UX and unreliability.

My Approach

• Conducted direct interviews and shadow sessions with key customers to uncover functional and emotional pain points
• Defined a new product vision and prioritised roadmap rooted in customer and commercial value
• Led a full redesign of the platform's information architecture and UX from the ground up
• Directed delivery of the new platform and led rollout to all existing B2B partners
• Executed a full go-to-market strategy for the rebranded platform, shifting to a product-led growth motion

Outcomes

• 2x increase in B2B revenue within 6 months of launch
• Strong qualitative feedback from customers on usability and speed
• Clearer market positioning underpinned by a sharper GTM proposition
• Increased customer trust and significantly greater portion of transactions completed on-platform