The Problem
Exchange had strong product-market fit and an established user base, but the experience was dated and increasingly difficult to scale. Information architecture had become cluttered, catalog ordering was clunky, and users lacked clear guidance through key tasks. The brief was to modernise the UX/UI and introduce a more intuitive end-to-end journey so resellers could complete high-value actions faster and with more confidence.
The Solution
The Exchange is a B2B SaaS product delivered for SP Richards, built to help US resellers grow sales and margins through the provision and ordering of branded sales and marketing materials, including print catalogs and campaign assets. We centred the redesign on a structured design system that established visual consistency, reusable components, and faster feature rollout — reorganising content hierarchy, strengthening wayfinding, and rebuilding catalog ordering into a clearer stepped flow.
The Result
The result was a smoother, more obvious journey that improved usability and helped drive measurable commercial outcomes: 3x user base growth, 2x retention, and a platform robust enough to serve dealers, suppliers, and SP Richards internal teams with role-specific functionality.
