Redesigning Onboarding and UI to Accelerate Supplier Activation
Redesigned Sodimac’s B2B supplier platform, reducing onboarding time by 92% and improving conversions and brand consistency with a new design system.
Timeline
Jan 2023 – May 2023
Contribution
UX Research, UI Design, Workflow Optimization
My Role
Lead UX/UI Designer
Main project view - Final design
Overview
Sodimac’s Colombian supplier platform had a long and confusing onboarding process, causing potential partners to abandon registration. The outdated UI also didn’t reflect the brand’s visual identity, creating friction and low trust.
By collaborating with Front and Back End Developers, and Customer support team, I redesigned the entire onboarding experience while implementing a scalable design system that aligned with Sodimac’s global brand. Without removing any mandatory steps, I improved comprehension, hierarchy, and tooltips, making it easier for small and medium suppliers to join independently.
The Challenge
Users got stuck during onboarding due to unclear language, lack of guidance, and poor interface structure. The outdated design also made the platform feel disconnected from Sodimac’s trusted retail brand.
- Reduce onboarding abandonment without removing mandatory steps
- Create a UI aligned with Sodimac’s visual brand
- Improve user confidence and self-service onboarding
The goal was to reduce onboarding drop-offs while keeping all required steps—and deliver a unified design system for the entire experience.
Before and After
Before
After
Process and Solution
My approach involved a comprehensive design process:
Research and Discovery
We interviewed users and support staff to uncover drop-off reasons and pain points. We observed users going through onboarding and analyzed their navigation habits post-registration. Key findings:
- Unclear language and labels caused frequent misunderstandings
- Steps were too long and visually overwhelming
- Platform UI felt disconnected from Sodimac’s trusted retail image
Information Architecture
I mapped out each onboarding step and broke down the critical point of drop-off: logistics information.
Working closely with support staff, I iterated on simplified versions that clarified required inputs and improved visual structure.
Wireframing and Prototyping
Prototyped new flows that separated steps clearly and surfaced helpful context with tooltips.
I worked closely with devs to ensure the designs were feasible and easy to implement.
Visual Design
Created and implemented a modular design system with brand-aligned colors, components, and typography.
The system reduced cognitive load and established consistency across the platform, increasing user trust.
Results and Impact
Reduction in onboarding time (from 3 days to 2 hours)
On registration-related issues
Visual consistency with the global Sodimac brand
Self-onboarding confidence through clearer UI and contextual help
The redesign enabled faster supplier activation, improved internal workflows, and provided a scalable design foundation for future Sodimac B2B tools.
Learnings and Takeaways
- Making small UX adjustments without removing core steps, can drive big impact when paired with clearer language and layout.
- Working directly with support teams uncovered valuable, often overlooked, day-to-day user issues.
- A scalable design system is not just visual, it’s structural. It empowers faster onboarding, future growth, and a stronger connection to brand trust.
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