Quality Motors — Quality Motors · Moscow
Redesign of a B2B wholesale platform — catalogue, registration, dealer cabinet. Conversion to first order grew 3.8×.
Context
Quality Motors is a wholesale supplier of car parts for dealer networks across Russia and CIS. The legacy platform had been running since 2015: 80 000+ SKU catalogue, dealer cabinet, multi-currency price lists. New-dealer conversion to first order — 6%.
Problem
Registration took 11 steps with manager approval on four of them. Catalogue search required an exact OEM code — brand filters only appeared after the article number was typed in. 70% of dealers placed their first order by phone, which destroyed analytics and overloaded the sales team.
Role
I led product design end-to-end: research, prototypes, handoff. Five in-depth interviews across three dealer segments. Audit of the registration funnel in GA + Hotjar. Three catalogue concepts in parallel. A joint session with the back-end team on simplifying the registration API.
Process
- Discovery, 3 weeks. Interviews, audit, JTBD maps for three segments: independent garage, dealer chain, corporate buyer.
- Concept, 2 weeks. Three catalogue variants: search-first, brand-first, deal-first. Tested on five dealers; search-first with inline brand and year filters won.
- Design, 8 weeks. Registration (11 → 4 steps), new catalogue, cart with multi-warehouse delivery, dealer cabinet with multi-currency price lists.
- Handoff and support, 4 weeks. Figma Dev Mode, weekly sync with the front-end team, support for two sprints after release.
Outcome
- Conversion to first order: 6% → 23% within 3 months of release.
- Registration drop-off: −62%.
- Web vs phone order share: 30% → 71%.
- Sales team cut new-dealer onboarding from 4 days to 1.