EOS B2B Commerce Platform - Fire Service College storefront homepage
Yogesh Malik
Timeline
2024 – Present
My Role
Lead UX Architect
Platform
Salesforce B2B Commerce
Client
Fire Service College
Context
The Challenge
Capita's Fire Service College needed to modernize their course booking and product sales process. The existing system relied on manual quoting, phone calls, and spreadsheets—creating friction for both customers and internal teams.
The business goal was clear: transform this into a self-service digital storefront while maintaining the personalized service that their B2B customers expected.
Key Problem Statement: How might we create a B2B commerce experience that handles complex course configurations while feeling as simple as a B2C shopping experience?
Discovery
Understanding the Problem Space
1
Stakeholder Interviews
Conducted sessions with sales teams, operations, and leadership to understand pain points and business objectives.
2
Competitive Analysis
Evaluated 5+ B2B commerce platforms to identify best practices for complex product configuration.
3
User Research
Interviewed training coordinators from fire services to understand their booking needs and workflows.
4
Platform Assessment
Analyzed Salesforce B2B Commerce capabilities and limitations to inform design decisions.
Key Findings
Complex pricing: Each course had different pricing based on delegates, dates, and accommodation options
Bulk bookings: Training coordinators often book 5-20 delegates at once
Terms acceptance: Legal requirements mandated terms acceptance before cart addition
Return visits: Most users returned to book again, making account features critical
Solution
Designing the Experience
1. Product Discovery & Catalogue
Created a visually-rich storefront that showcases courses by category, with hero imagery and clear value propositions.
Homepage featuring top-selling courses, promotions, and categorical browsing
2. Course Configuration & Booking
The product detail page handles complex configuration while maintaining clarity. Users can select dates, number of delegates, and accommodation—with real-time pricing updates.
Course detail page with inline configuration, terms acceptance, and suggested products
3. Cart & Checkout
The cart experience allows easy modification of quantities and provides clear pricing breakdown including discounts.
Cart with quantity controls, pricing breakdown, and checkout flow
Design Decisions
Dark theme: Aligned with Fire Service College branding
Inline configuration: All course options visible on one screen
Progressive disclosure: Accommodation options appear when checkbox selected
Sticky pricing: Total price always visible during configuration
Tools & Technologies
Figma Salesforce B2B Commerce Lightning Web Components Jira Confluence
Results
Projected Impact
+52%
Projected Sales Uplift
-35%
Order Fulfillment Time
+28%
User Satisfaction
-40%
Support Tickets
24/7
Self-Service Booking
5min
Avg. Booking Time
Recognition
This project contributed to receiving the Fearless Innovation Award 2025 from Capita PLC.
Reflection
What I Learned
Platform constraints can drive creativity. Salesforce B2B Commerce has limitations, but working within them forced us to prioritize ruthlessly.
B2B doesn't mean boring. Professional users still appreciate beautiful, intuitive interfaces.
Legal requirements need UX thinking. The terms acceptance requirement could have been a friction point, but integrating it thoughtfully made it nearly invisible.
Like this project
Posted Aug 6, 2026
Lead UX Architect for a Salesforce B2B Commerce storefront for Fire Service College; designed product configuration, cart & checkout — projected +52% sales, -35% fulfillment time.
Likes
0
Views
0
