ESAB CorporationHybris B2B Portal7 min read
The Web Governance Board was getting flooded with internal complaints about the website. We held interviews to figure out what was going on. Turns out most of the reviewers had never even been to esab.com. They were talking about the internal B2B purchasing portal they used every single day. Old, clunky, with a user journey that made sense only to the person who built it, and that person had quit, without leaving notes.
01 / Strategy
No mobile responsiveness was a non-starter. These are warehouse managers and procurement teams placing orders from the floor, between forklifts. Getting that fixed was priority one. The whole rebuild assumed mobile as the default, with desktop as the affordance.
Checkout was a particular kind of nightmare, four separate pages to place a single order. I collapsed it into one page with collapsible sections for cart, shipping, and payment, with a live order summary always visible on the right. On mobile it stacks cleanly with accordions. The whole thing became something a user could finish in one go without losing the thread.
Quick product search sits front and center, since that's what most users open the portal to do. Order history and statements share a tabbed panel next to it, so everything a returning user needs is visible without clicking around. The navigation was rebuilt from the ground up to match ESAB's digital standards and reflect the structure of the system, not the org chart of the team that built it.
Beyond the core flows, the redesign touched the full surface area of the portal: product lookup with pricing, quote management, returns, saved carts, order books, asset management, location selectors, UOM conversion, custom product codes, SAP email templates, and customer support. All of it got the same treatment. Consistent patterns, clear hierarchy, a design language that finally felt like it belonged to ESAB.
02 / Results
A four-page checkout collapsed into a single-page flow with collapsible sections and a live order summary.
Full mobile responsiveness across every screen, designed for procurement teams placing orders from the warehouse floor.
Login, dashboard, search, checkout, quotes, statements, returns, asset management, SAP emails, every surface rebuilt to one standard.
03 / My role
Partnered with the Hybris team to dig into the real pain points, generated a site map from scratch, and rebuilt the user flow around how people work, rather than how the system happened to be wired. Owned the IA, wireframes, prototypes, visual design, the responsive breakpoints, and the documentation that handed cleanly to engineering. Worked with the Hybris developers throughout to keep the design honest against the platform's real constraints.
04 / Gallery