FUNNEL AUDIT
02E-commerce · B2B · Mobile
Pro Telhanorte · 2025
Breaking down the B2B digital wall.
A self-service procurement app for contractors: tiered pricing, credit and logistics, all without a sales call.
Problem
Contractors had to leave the e-commerce to negotiate pricing and check credit with sales reps.
Solution
Live tiered pricing, always-visible credit and automated split deliveries.
Impact
Full autonomy over pricing, credit and logistics, and less manual work for sales.
01Discovery
SALES INTERVIEWS
Reps spent most of their day on manual price validation.
PRO SURVEYS
Payment uncertainty was the top friction point.
Key insight
Contractors don’t shop for products; they shop for cash flow and logistics.
Problem statement
How might we let contractors manage high-volume procurement on their own, while increasing Telhanorte’s commercial velocity?
02User flow
01
Login & context
Site and regional inventory load.
02
Product & pricing
Quantity drives tier pricing live.
03
Cart & credit
Credit stays visible.
04
Logistics
Split delivery when stock spans warehouses.
05
Confirmation
Credit validated, or increase requested.
03UI Design
A screen for every operational decision.
Each interaction makes pricing, credit, logistics, or confirmation easier to understand and act on.
01 / Pricing
Pricing that responds to volume.
UI choice
The product screen makes unit and pallet pricing visible together, so contractors can immediately see when a bulk purchase becomes worthwhile.
Business value
Clear tier pricing turns a negotiation into a confident self-service decision.
02 / Cart
A cart that explains logistics.
UI choice
Credit usage, warehouse splits, quantities, and delivery impact are visible before the order is submitted.
Business value
Operational context reduces surprises and keeps project planning in the contractor’s hands.
03 / Checkout
Checkout that makes risk visible.
UI choice
Payment selection and credit status share the same decision space, including an explicit path when the order exceeds the limit.
Business value
Transparent approval states turn a blocked transaction into a useful next step.
04 / Confirmation
Confirmation built for follow-through.
UI choice
The final state combines order details, delivery timing, downloadable documentation, and a progress timeline.
Business value
A complete record replaces follow-up calls and gives every team a shared source of truth.
04Visual guidelines
Palette
Signal Orange
#F3831F
Industrial Black
#000000
Success
#22C55E
Danger
#EF4444
Typography
Inter / Roboto
Clean, technical sans-serifs for dense data, operational states, and high-volume purchasing decisions.
05Testing & iteration
Refining the system with the teams who run it.
After a critique with Sales, Logistics and Engineering, four refinements made the operational logic more visible.
Credit context
Before
Discreet progress bar
After
Persistent status header with “Available” label
Pricing tiers
Before
Static price label
After
Reactive matrix highlighting the active tier
Logistics
Before
Delivery days estimate
After
Status cards and split-delivery toggle
Final gate
Before
Generic error message
After
Dynamic “Request Credit Increase” CTA
06Lessons learned
01
Design for cash flow
From “shopping” to “project finance” reduced abandonment.
02
Prototype the logic
A working engine, not just screens, aligned engineering.
03
Defend the business
Solve the contractor’s real operational friction.
Thank you