Inspired to improve

Imperial Brands were in need of an improved approach to their Procurement UI, to keep users within the approved portal, which was being compromised by the easier to use e-commerce websites. Leading the change, we approached the creative from a new direction, creating a look and feel inspired by the more familiar e-commerce sites we were competing with.

Clean and clear checkout process

As per the purchase process the core of the e-commerce experience, we focused first on designing and improving the product listing side by side with the product description page. With a detailed, clear and balanced flow of information, we aimed to keep the user engaged throughout the whole process from search to checkout. This resulted in an effortless, user-friendly, task-based interface.

The leagued design

Working with the existing colour scheme, we unified what had previously been a fragmented visual experience. We started strengthening the visual connection with the brand by creating the identity for the procurement platform, with its own logo and name built around identical  colours and typeface used for the company brand, generating instant familiarity and brand awareness. A set of bespoke icons, and the light and neutral colour palettes, worked well as contrast with the orange call to action primary colour, creating a design that coexisted in harmony and consistency with the existing brand.

A task-based control

With the focus the user needs to quickly accomplish their tasks, we transformed the dashboard into a robust, everyday working tool. From here, users could access vital status updates at their fingertips, along with delivery updates and notifications for new assigned tasks, which could be easily completed without leaving the dashboard.