This engagement was a comprehensive UX audit and optimization of clients’s B2B portal—a leading domain-name marketplace and parking service.

Over a four-phase process (user research & personas, benchmark analysis, heuristic review, and requirements definition), I mapped key buyer journeys, identified critical usability gaps, and crafted prioritized, data-driven recommendations to transform the wholesale ordering experience—laying the groundwork for a reliable, efficient, and ultimately delightful self-serve platform.