Recognise the customer
Use account and business context to reveal the right information and actions without making the storefront feel fragmented.
One platform. Two ways of buying.
A commerce system for organisations buying at work and people buying for themselves—without forcing either journey to behave like the other.
- CLIENT
- Dacris
- MODEL
- B2B + B2C
- MARKET
- Romania
- ROLE
- Commerce · UX/UI · Platform
IMAGE DIRECTIONHERO / TWO BUYING MODES
A split but connected composition: a business purchasing context on one side and a direct customer shopping context on the other, joined by the same Dacris storefront. Use turquoise as the field, violet as a precise accent.
01
THE ASSIGNMENT
B2B and B2C share a catalogue, not the same job.
Let each customer buy the way they need to.
A direct customer wants speed and confidence. A business buyer may need company context, repeatable orders, negotiated conditions and visibility across a longer relationship.
The challenge was to create one coherent commerce foundation that respects both modes instead of reducing one to a compromised version of the other.
This is a deliberately restrained public account. It describes the shape of the work without publishing confidential decisions, unapproved metrics or claims that belong to the client.02
THE DIRECTION
One system, with meaningful differences.
Reduce repeat work
Help frequent buyers return to products, lists and decisions instead of rebuilding routine orders from zero.
Keep the catalogue coherent
Create shared product and navigation rules that remain useful across business and direct buying journeys.
03
THE WORKING PRODUCT
Design around the purchase behind the purchase.
We looked beyond the visible basket to the job each customer was completing. Real catalogue depth, account states, commercial rules and operational needs stayed inside the design and engineering conversation.
IMAGE DIRECTIONB2B + B2C JOURNEYS
Two real interface states side by side: a signed-in business customer with company-specific context and a direct customer journey. Preserve the shared design language while making the functional differences visible.
04
SELECTED EXPERIENCES
A few ways the platform meets the buyer.
Choose real captures that show why the journeys differ. Avoid generic homepage screenshots unless they demonstrate a concrete decision.
IMAGE DIRECTIONB2B ACCOUNT
Authenticated company-account area with relevant orders, addresses, users, terms or lists visible. Use only approved commercial information.
Business account context
The information and actions an organisation needs, visible without turning every page into an administration screen.
IMAGE DIRECTIONREORDER / LISTS
A reorder, saved-list, quick-order or purchase-history journey showing a clear next action.
Repeat buying
A faster route back to recurring products and orders for people whose time matters more than browsing.
IMAGE DIRECTIONB2C JOURNEY
Category, product or basket screen with useful product information and a confident path to purchase.
Direct commerce
A clear retail journey for people who simply need to find, understand and buy the right product.
05
THE SYSTEM
Shared patterns. Contextual behaviour.
A commerce language that can flex without splitting.
The system separates what should be consistent from what should respond to customer context. That gives design and engineering a reusable foundation while preserving the differences that make each journey useful.
IMAGE DIRECTIONCOMMERCE SYSTEM MAP
A diagram or working-file view connecting catalogue, customer/account context, ordering and fulfilment to shared interface components. Use Dacris brand curves or shapes subtly, not decoratively.
06
WHAT WE DELIVERED
A platform prepared for both sides of the market.
Every output had to help customers buy and help Dacris keep operating and improving the experience.
01
B2B and B2C journey strategy
02
Customer and account architecture
03
Catalogue and product discovery
04
Responsive UX and UI design
05
Reusable commerce components
06
Platform and integration direction
07
Operational state design
08
QA and continuous evolution
07
THE OUTCOME
More relevance without two disconnected platforms.
The foundation can serve different buying modes with one coherent product language and clearer ownership behind it.
Business buyers get more control. Direct customers get less friction. The team gets one system it can keep moving forward.SERVING MORE THAN ONE BUYING MODEL?