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E-commerceRetailB2B2025

Breaking down the B2B digital wall

A self-service procurement app for contractors: tiered pricing, credit and logistics, all without a sales call.

Pro Telhanorte app splash screen on a phone
Problem

Contractors had to leave the e-commerce site to negotiate pricing and check credit with sales reps.

Solution

Live tiered pricing, always-visible credit and automated split deliveries.

Impact

Full autonomy over pricing, credit and logistics, and less manual work for sales.

Discovery

Funnel audit

High-volume carts dropped off at the pricing summary.

Sales interviews

Reps spent most of their day on manual price validation.

Pro surveys

Payment uncertainty was the top friction point.

Key insight

Contractors don't shop for products. They shop for cash flow and logistics.

Problem statement

How might we let contractors manage high-volume procurement on their own, while increasing Telhanorte's commercial velocity?

User flow

  1. 1

    Login and context

    Site and regional inventory load.

  2. 2

    Product and pricing

    Quantity drives tier pricing live.

    Screens 1 and 2
  3. 3

    Cart and credit

    Credit stays visible.

    Screen 3
  4. 4

    Logistics

    Split delivery when stock spans warehouses.

    Screen 3
  5. 5

    Confirmation

    Credit validated, or an increase requested.

    Screens 4 to 6

Key screens

Each screen at its place in the flow.

Product and pricing

Watch the discount unlock

UI choice
The active price tier turns orange while the other is muted. A banner shows the savings.
Business value
Volume discounts become a self-served decision, not a call to sales.
Product page with unit price tier active Product page with pallet price tier unlocked and savings banner
Cart and logistics

Credit and logistics, always in view

UI choice
A persistent credit bar tops the cart. A split-delivery card appears when stock spans warehouses.
Business value
Contractors control budget and deadlines without calling logistics.
Cart with credit bar and split delivery card
Checkout gate

When credit runs out, the button becomes a lead

UI choice
Over the limit, totals turn red and the main button becomes "Request credit increase".
Business value
A failed checkout turns into a lead for the sales desk.
Checkout review within credit limit Checkout over credit limit with request credit increase button
Confirmation

Confirmed, documented, ready to repeat

UI choice
Order ID, summary tiles, delivery date, a PDF quote and a live timeline.
Business value
The PDF quote replaces paperwork with the sales desk.
Order confirmation with order ID, PDF quote and timeline

Visual guidelines

A high-contrast, industrial look for a professional tool.

Palette

Signal Orange#F3831F

Industrial Black#000000

Success#22C55E

Danger#EF4444

Typography
R$ 2.495,00

Inter / Roboto
Clean, technical sans-serifs for dense data.

Buttons
Confirmar pedidoSolicitar aumento de limiteConfirmar pedido (Bloqueado)

Testing and iteration

After a critique with Sales, Logistics and Engineering, four refinements:

Credit context

Before
Discreet progress bar
After
Persistent status header with an "Available" label

Pricing tiers

Before
Static price label
After
Reactive matrix highlighting the active tier

Logistics

Before
Delivery days estimate
After
Status cards and a split-delivery toggle

Final gate

Before
Generic error message
After
Dynamic "Request credit increase" button

Lessons learned

Design for cash flow

Moving from "shopping" to "project finance" reduced abandonment.

Prototype the logic

A working engine, not just screens, aligned engineering.

Defend the business

Solve the contractor's real operational friction.

Have a complex flow that needs to feel simple?

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