ShopNOSCO.
ShopNOSCO.
RAHI X GOOGLE
RAHI X GOOGLE
In 2023, with 2 more designers I partnered with Google (via Rahi/WESCO) to rethink the platform from scratch aligning user needs, business logic, and actual UX best practices. Radical concept, I know.
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.
Ran GTMetrix audits, user surveys, and stakeholder interviews
Audited 150+ screens to identify UX and performance issues
Mapped journeys across 5 key user roles
Led co-creation workshops and usability testing
Rebuilt the IA, simplified checkout, and redesigned the full UI
Built a modular design system for 150+ screens
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.
One-step checkout led to a major drop in cart abandonment
Load time improved by 34% across key pages
Task flows ran 40% faster post-launch
Navigation became intuitive — no more rage-clicking
Design system scaled smoothly across 150+ screens
87% of users gave the new experience a solid thumbs-up
Impact
Platform hit 98% performance (GTMetrix gave us an A, we framed it)
34% faster load speeds across key user flows
Modular system eased dev work across 150+ screens
87% positive first impressions — basically a B2B standing ovation
The redesign didn’t just feel better it performed better, inside and out
Arturo Reyes
Program Manager | WESCO
I recommend Omkar for his contributions to the production and design of our ShopNOSCO platform. His expertise and dedication have been instrumental in creating an efficient e-commerce portal that streamlines the global procurement of data center consumables. Omkar’s approach, attention to detail, and commitment to excellence have significantly enhanced the platform’s functionality and user experience. He is a true asset to our team and consistently delivers outstanding results.
Validation
You still don't trust me do you? You and your trust issues made me feature Arturo, Arturo is Design mentor, UX veteran, brutally honest human. He liked it. You might too.
I hope you believe him.
Challenge
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
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
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.
Validation
Validation
You still don't trust me do you? You and your trust issues made me feature Arturo, Arturo is Design mentor, UX veteran, brutally honest human. He liked it. You might too.
I hope you believe him.
Arturo Reyes
Program Manager | WESCO
I recommend Omkar for his contributions to the production and design of our ShopNOSCO platform. His expertise and dedication have been instrumental in creating an efficient e-commerce portal that streamlines the global procurement of data center consumables. Omkar’s approach, attention to detail, and commitment to excellence have significantly enhanced the platform’s functionality and user experience. He is a true asset to our team and consistently delivers outstanding results.
Arturo Reyes
Program Manager | WESCO
I recommend Omkar for his contributions to the production and design of our ShopNOSCO platform. His expertise and dedication have been instrumental in creating an efficient e-commerce portal that streamlines the global procurement of data center consumables. Omkar’s approach, attention to detail, and commitment to excellence have significantly enhanced the platform’s functionality and user experience. He is a true asset to our team and consistently delivers outstanding results.
Challenge
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
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
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.
Validation
Validation
You still don't trust me do you? You and your trust issues made me feature Arturo, Arturo is Design mentor, UX veteran, brutally honest human. He liked it. You might too.
I hope you believe him.
Arturo Reyes
Program Manager | WESCO
I recommend Omkar for his contributions to the production and design of our ShopNOSCO platform. His expertise and dedication have been instrumental in creating an efficient e-commerce portal that streamlines the global procurement of data center consumables. Omkar’s approach, attention to detail, and commitment to excellence have significantly enhanced the platform’s functionality and user experience. He is a true asset to our team and consistently delivers outstanding results.
Arturo Reyes
Program Manager | WESCO
I recommend Omkar for his contributions to the production and design of our ShopNOSCO platform. His expertise and dedication have been instrumental in creating an efficient e-commerce portal that streamlines the global procurement of data center consumables. Omkar’s approach, attention to detail, and commitment to excellence have significantly enhanced the platform’s functionality and user experience. He is a true asset to our team and consistently delivers outstanding results.