Tandem
Redesigning B2B Procurement for Maximum Impact
Context
Tandem is a B2B procurement platform helping companies centralize purchasing and control spend. Teams across offices, coworking spaces, and retail chains can source, approve, and track recurring purchases from office supplies to pantry goods—through a single platform.
I led product design and go-to-market initiatives, focusing on improving conversion, operational efficiency, and user satisfaction.
Challenge
Tandem had a powerful backend, but the product experience didn’t reflect it. The interface felt outdated, inconsistent, and cluttered with unnecessary content—creating friction in core workflows like sourcing, approvals, and recurring orders.
Navigation was unclear, UI patterns weren’t standardized, and users often felt overwhelmed rather than in control. The biggest challenge was simplifying complexity—bringing consistency, clarity, and confidence to a high-frequency B2B procurement workflow.
Team
I partnered closely with product and engineering, running tight feedback loops to iterate quickly and stay aligned with the broader vision. In a fast-moving environment, we maintained strong alignment from early exploration through final handoff—ensuring what we shipped was both usable and strategically sound.
Conducted user interviews with procurement managers, finance teams, and staff ordering supplies.
Mapped current workflows to identify friction points: long approval processes, confusing product catalogs, and poor visibility of recurring orders.
Analyzed quantitative data to pinpoint drop-off in checkout and approval flows.
Simplified the ordering flow with a single-screen multi-item checkout.
Designed role-based dashboards to give managers real-time visibility over team spend and recurring orders.
Introduced smart recommendations and recurring order templates to reduce decision fatigue and speed up approvals.
Worked closely with engineers to prototype and test micro-interactions, notifications, and progress indicators that improved clarity and trust.
Go-to-Market & Iteration
Partnered with sales and customer success teams to test new onboarding and approval flows with pilot clients.
Iteratively refined UI based on user feedback and conversion analytics.
Results & Impact
Conversion: +35% increase in purchase completion across multi-location accounts.
Operational Efficiency: Approval time reduced by 50%, freeing managers to focus on higher-value tasks.
User Satisfaction: NPS improved by 22 points due to clearer dashboards and simplified workflows.
Business Impact: Streamlined recurring orders led to higher client retention and increased average order volume.
Key Takeaways
Understanding both user needs and business goals is critical in B2B product design.
Small workflow improvements and clear visibility can dramatically improve conversion and operational efficiency.
Collaboration across design, engineering, and go-to-market teams ensures solutions are actionable, scalable, and impactful.
