Omkar Talwalkar

ShopNOSCO.

RAHI X GOOGLE

In 2023, I helped Google through Rahi to identify issues with the current website and doing an end to end research, approach google with a solution, implementing it and exceeding the stakeholders expectations after the launch.

My Role

UI/UX Designer

Date

1 Feb 2023

Timeline

3 Months for end to end planning & implementation

3 Months

Challenge

ShopNOSCO was a B2B e-commerce platform that shipped to 40+ countries and managed over 900 product numbers.

Impressive on paper, right?

But under the hood, It was dragging. Think slow load times, cluttered layouts, confusing nav, and a checkout process that felt like a mini escape room. Users were bouncing, conversions were flatlining, and the whole thing felt like it needed a UX defibrillator.

Action

We didn’t just slap on a prettier UI and call it a day.

First, we rolled up our sleeves and got deep into the data GTMetrix audits, stakeholder interviews, support tickets, customer surveys, and enough redlined UX screenshots to wallpaper a room.

We mapped the journey across five user roles, ran co-creation sessions, and did crazy testings.

The result? A one-step checkout, simplified navigation, and a modular design system that actually made sense, all designed to move faster, feel cleaner, and scale smoother.

User Feedback Analysis
Website’s extremely slow!
UX Audit
Load Time & Performance Analysis
Coverage Analysis
Performance Analysis
Current Information Architecture
User Segmentation
Procurement Managers
Inventory Managers
Logistics Coordinator
Financial Officers
End Users
Focusing on issues after a 2x2
No need to showcase or ask for order details if there is no order placed
User flow needs optimisation
Order summary details section
should display more data
Checkout process needs to be optimized
Checkout process should be more
intuative
On selecting multiple options in category, ‘category' and 'remove this item’ are displayed multiple times
Feedback should be received in
a single step
Order details in one full page in order to cross check all the details
Non - clickable buttons that can be misleading
Filter section is confusing
Cards lack consistency
Too many pages with similar content
Says add quantity instead of minimum quantity
Sections are repeated
Graphics need to be more clear
Cards have misleading information
Lack of proper navigation bar
Lack of breadcrumbs makes it difficult to navigate
Reloads the entire page everytime a filter is selected
Sort options is not necessary
UI/UX & Functionality Issues
Proposed Information Architecture
New Task Flows for Individual & Bulk Orders
Lo-Fidelity Wireframes

Result

The glow-up was real.

The platform finally felt usable. The load time was slashed, checkout became a breeze, and users actually found what they needed without rage-clicking.

Critical task flows ran 40% faster, and the one-step checkout alone reduced drop-offs dramatically.

Navigation was clear, the layout didn’t fight back, and usability scores jumped with 87% of surveyed users giving the new experience a solid thumbs up.