Kateřina Dvořáková

As a dedicated Product Designer at Atlas Copco since March 2022, I've had the privilege of contributing to global B2B projects and shaping multi-brand design systems. Over the course of nearly two years, I've have truly enjoyed navigating the intricate world of B2B complexity, where innovation meets joy.

The goal was to streamline B2B online shopping for Atlas Copco, aiming to save time for sales personnel, reduce offline selling costs, and enhance user satisfaction. This entailed aligning digital experiences with the diverse needs of engineers, sales teams, distributors, marketing departments, and end customers while navigating global market complexities and legal requirements.

My role & key responsibilities

- Wireframes and UI

- Accessibility ambassador
- Conducting interviews, customer journey mapping, service blueprints, etc.
- Owning multi-brand design systems

🌎 Member of the international CX committee, ensuring consistent and effective development across divisions and platforms.

✨ Methodology ✨

Personas ● Mapping ● Interviews ● User journey ● User testing ● AB ● Clustering

To organize all gathered data, we utilized the Clustering method.

👇

Collected over ⏳ 30 hours of user feedback materials.

17

🎤 Interviews&Validation

8

⚡️ User testing sessions

4

🎯 AB tests

Some of the end customers we've interviewed:

Questions We Asked

Mobile opt ✅

● Complete mobile optimization

● Introduce dynamic filtering options

● Streamline checkout process

● Clear visibility of stock availability and pricing

Filter refactor ✅

● Cross-family filtering based on technical attributes

● Seamless integration of filtering options to refine search results

● Find the right tool based on the parameters

Efficient comparison ✅

● Efficient comparison of similar products to identify differences

● Understand the difference between families

● Quick access to product information

● Learn more about the subcategory and solutions it offers

⚡️ Category pages must haves ⚡️

● Ability to scan products to identify differences ● All product information on one page ● Easy and intuitive navigation through subcategories

💰

Digital evolution

From paper catalogs to digital cards - providing a quick overview of stock amount, price and fast filtering option 👇

🏆

By providing access to comprehensive product information and enhancing the shopping experience, we saved time for sales personnel, reduced offline selling costs, and improved user satisfaction.

Through validation testing across diverse locations and brands, including Customer Centers in the US, Germany, Brazil, India, and Central Europe for Atlas Copco, Chicago Pneumatic, and Desoutter, we ensured usability and effectiveness, showcasing the broad impact and success of the user-centric approach. 🫰

💙

Over nearly two years, I've found immense fulfillment in navigating the complexities of the worldwide B2B landscape, where innovation brings both challenge and joy.