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Rickman B2B Portal UX/UI design

A B2B eCommerce marketplace designed to simplify the resellers’ product ordering process.

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Innovating the Reseller Experience in Northern Europe

Rickman, the powerhouse behind bringing leading-edge technology brands like JURA and Blendtec to the burgeoning Northern European market, envisioned a transformative leap for their B2B operations. The goal was clear: to transcend the outdated, manual processes of emails and Excel sheets for a sleek, automated B2B eCommerce marketplace that would redefine efficiency and user satisfaction for their resellers.

Challenge: Faced with the task of revolutionizing the traditional buying process, Xfiner set out to create a platform that not only streamlined transactions but also enhanced the overall experience for Rickman's internal team and their network of resellers. The marketplace needed to offer fast reordering, intelligent search capabilities, express checkout, and a comprehensive financial dashboard, all seamlessly integrated with Rickman's ERP system, Microsoft Business Central, via a headless eCommerce solution.

Xfiner's Solution:

  • User-Centric Marketplace Design: With a focus on simplicity and efficiency, Xfiner crafted a B2B marketplace that revolutionizes the reseller experience. Key features such as order templates, smart search, and express checkout were implemented to facilitate quick and effortless transactions.
  • Integrated Financial Dashboard: Understanding the importance of real-time financial insights, we incorporated a financial dashboard directly into the marketplace. This feature offers Rickman and their resellers a transparent view of sales metrics and purchasing data, empowering them with the information needed to make informed decisions.
  • Headless eCommerce Architecture: To ensure seamless integration with Rickman's existing business processes managed through Microsoft Business Central, we opted for a headless eCommerce approach. This strategy allows for robust API interactions, enabling a flexible, scalable platform capable of handling diverse tasks and workflows.


The launch of Rickman's B2B marketplace has marked a new era of operational efficiency and user satisfaction. The painstakingly manual ordering process has been replaced with a dynamic, intuitive platform that not only saves time but also enhances the purchasing experience for Rickman's team and their network of resellers. The impact on workflow efficiency and the bottom line has been profound, signaling a significant leap forward in how Rickman conducts business in the digital age.

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Lauri Post

Founder, Creative Director

Concepts, UX/UI Design


10+ years of experience