Online Retail | B2B
HK Olime – Transforming B2B Supplement Buying
Overview
Role: Sr UX Architect (sole Designer)
Company: HealthKart
Sector: E-commerce
Duration: 3 months
About HealthKart
HealthKart is a trusted house of brands with MuscleBlaze and HK Vitals being India's no. 1 sports nutrition and online vitamin brands. HealthKart also offers a comprehensive range of products dedicated to the vegan community, kids and women for their wellness and fitness needs
Challange
Bulk buyers (gym owners, supplement retailers, fitness influencers) need an efficient mobile platform to buy authentic supplements in bulk, manage flexible orders (including pre-orders and COD), and benefit from integrated financing and loyalty programs.
My Role
As the Sole UX Designer, Idesign the project from initial research and strategy formulation to final UI delivery, managing stakeholder collaboration, aligning user needs with business objectives, and ensuring a user-centric design approach.
Outcome
65%
Increase in online b2b Adoption rate
7%.
Increase in Average cart value
10%.
Improvement in repeat buying behavior
Significant reduction in order management complexity
Increased buyer confidence through seamless authentication
User Research & Persona Development
User Research
-
To ground the design in real needs, we conducted user research with potential bulk buyers in the fitness and nutrition industry. From interviews and surveys, we identified three primary user personas, each with distinct motivations, pain points, and goals:
Insights
All personas highly value pricing transparency (knowing their cost and margin at a glance) and trust (verification that products are authentic). They also desire efficiency in placing repeat orders and flexibility in how orders are fulfilled (either receiving goods themselves or shipping directly to someone else). These insights guided our design priorities and feature set.
User personas
Information Architecture & User Flow
With the personas’ needs in mind, we structured the app’s information architecture to prioritize bulk purchasing and trust. The app’s main navigation is simple and task-focused, with key sections for Shop, Orders, Scan/Verify, and Account/Rewards. This ensures users can quickly find products, place orders, verify authenticity, and track their rewards or orders.
Final UI & UX Design
Information Architecture & User Flow
With the personas’ needs in mind, we structured the app’s information architecture to prioritize bulk purchasing and trust. The app’s main navigation is simple and task-focused, with key sections for Shop, Orders, Scan/Verify, and Account/Rewards. This ensures users can quickly find products, place orders, verify authenticity, and track their rewards or orders.
Streamlined Bulk-Buying Experience
With the personas’ needs in mind, we structured the app’s information architecture to prioritize bulk purchasing and trust. The app’s main navigation is simple and task-focused, with key sections for Shop, Orders, Scan/Verify, and Account/Rewards. This ensures users can quickly find products, place orders, verify authenticity, and track their rewards or orders.
Trust & Authentication Features
scanning function is integrated throughout the app. A “Scan” button (accessible from the home screen or navigation) lets users scan a product’s barcode or QR code. This serves two purposes:
1. Product Authentication: After receiving inventory, the buyer can scan an item’s code to verify it’s authentic and from the official supply (the app will confirm authenticity or flag issues).
2. Quick Reorder: Optionally, the user can scan an empty product package to quickly find that item in the app for reordering. This dual-use of scanning streamlines reorders and builds trust in product genuineness.
Streamlined Bulk-Buying Experience
With the personas’ needs in mind, we structured the app’s information architecture to prioritize bulk purchasing and trust. The app’s main navigation is simple and task-focused, with key sections for Shop, Orders, Scan/Verify, and Account/Rewards. This ensures users can quickly find products, place orders, verify authenticity, and track their rewards or orders.
Outcomes & Impact
-
By focusing on the specific needs of B2B bulk buyers, we delivered a mobile app that strips away superfluous e-commerce fluff and instead provides efficient bulk purchasing, real-time product authentication, flexible fulfillment, and loyalty rewards in one place. The step-by-step UX process—from persona definition through wireframing, testing, and refinement—was key to crafting an experience that feels tailor-made for gym owners, retailers, and influencerslooking to grow their supplement business with confidence and ease. The final product was well-received in stakeholder demos, and poised to help our users save time, cut costs, and ultimately drive more revenue.