Officeworks Education B2B2C, Back to School

In 2023, Officeworks Education, major eCommerce platform streamlined its Upload School List and Classroom Essentials Services into a unified platform to enhance efficiency, reduce friction, and better serve both B2C (parents) and B2B (schools) during the peak season (Nov–Feb).

Summary

Problem: Officeworks Education aimed to eliminate duplication, improve flexibility in school list management, streamline donations and fee collection, and enhance internal workflows.

Actioned the project in three phases:

Phase 1 – Optimized internal tools for warehouse teams to manage school lists.
Phase 2 – Unified B2B and B2C journeys, incorporating insights from prior research.
Phase 3 – Strengthen brand alignment across the platform.

As a Senior UX Designer, I led multiple workshops, 3 rounds of prototype validation, 2 user testing sessions, design expectation management, and UX advocacy within the product and business teams.

Outcome:

80% features were implemented to save time and avoid duplication of work for store members as a single flow
100% implementation of customer-focused features for B2B2C, enhancing UX satisfaction and busting assumptions
Major strategic push to update branding across many channels and improve consistency

Phase 01 - Store member

Find school list, select product and replace

Store members had to manually replace product listing in all the school lists and managing 1000+ school lists during peak season was time consuming and error prone. This flow helped resolve the issues and improve efficiency. Initial feedback, test prototypes and solution deployed solved 80% of the issues as per current Design standards.

Phase 02

I validated with product, business, tech and in-house design teams multiple workshops in sprints and agile to priortise user task and features. Also, looked into marketing team data analysis HotJar, and other Apps to manage design decisions.

Most information is NDA so cannot mention them.

Phase 02 - B2C

Find school list

Combined the B2B journey (Classroom essentials) and B2C (Upload school list) to avoid duplication of efforts at backend, improve customer retention/adoption, attract B2B partnerships.

Phase 02 - B2C

View, Add, Modify, Delete School list

Focused on improving editing capabitlies for the customer which would help the schools to collect all revenue in one transaction while customer gets more freedom at shopping list, add more children, edit the product list and add more from the eCommerce wesbite in the same transaction.

Phase 02 - B2C

Check out process

Improved the interaction design of checkout process for managing school lists which would have multiple list of 100+ products by grouping, editing and saving them.

Phase 03 - B2B2C

Brand Update

The team updated interaction design, brand colors, updated logo, font color and sizing across all flows for this project.

Final Flow

In retrospect

Customer centricity can be a juggle, but collaboration is key. Setting emotions aside and focusing on solutions ensures the best outcomes for both customers and the business.

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