Rebuilding Inforius from the ground up.

Rebuilding Inforius from the ground up.

Rebuilding Inforius from the ground up.

A calm, fast, unified redesign of a legacy B2B/B2C e-commerce management platform — from a cramped 2019 admin console into a modern commerce operating system, complete with a new brand and a full design system.

Role

Web and Grapic Designer(UI/UX)

Team

2 design · 10 eng · 1 PM

Client

Inooga K.K. Tokyo, Japan

Type

Platform redesign + brand refresh

From a 2019 admin panel
to a commerce OS.


Design system 40+ screens

New Brand

From a 2019 admin panel
to a commerce OS.


Design system 40+ screens

New Brand

From a 2019 admin panel
to a commerce OS.


Design system 40+ screens

New Brand

Project Overview

Project Overview

Project Overview

A trusted platform that had outgrown its interface.

A trusted platform that had outgrown its interface.

A trusted platform that had outgrown its interface.

The business problem

Inforius eCommerce Manager powered orders, partners, logistics and catalog for hundreds of hybrid B2B/B2C merchants across APAC — but the interface hadn't been touched since 2019. Dense tables, low-contrast chrome and a wall of tiny unlabeled icons made everyday work slow and error-prone. New hires took weeks to onboard, and enterprise churn was climbing as competitors shipped cleaner tools.

Objectives

The underlying platform was powerful and sticky. A ground-up redesign — plus a brand that signaled maturity — could turn Inforius from "the tool ops teams tolerate" into the workspace they choose, defending revenue and opening an upmarket motion.

Objectives
Cut task time

Make the top 10 daily workflows dramatically faster.

One system

Replace ad-hoc screens with a governed component library.

Modern brand

Signal reliability and craft to enterprise buyers.

Defend revenue

Reduce churn and lift expansion in key accounts.

Business KPI

−30% enterprise churn
+18% expansion revenue

Marketing KPI

Demo→trial +42%
LP conversion 2.1%→5.4%

Creative KPI

1 unified brand
120 components shipped

User KPI

Task time −46%
SUS 52 → 86

The Problem — Before

The Problem — Before

The Problem — Before

The interface hadn't kept up with the platform.

The interface hadn't kept up with the platform.

The interface hadn't kept up with the platform.

The original Partner Search screen — a representative example of the whole console. Every screen inherited the same problems.

Inforius e-commerce Manager · Partner Search · 2019 build

Punishing density

Cramped rows and 8px gaps forced constant squinting and misclicks.

Cryptic icon actions

A row of tiny unlabeled icons — users memorized positions to survive.

No hierarchy

Gradients, three logos and clashing greens fought for attention.

Fails accessibility

Contrast and target sizes fell well short of WCAG AA.

Market Research

Market Research

Market Research

A crowded market rewarding clarity and speed.

A crowded market rewarding clarity and speed.

A crowded market rewarding clarity and speed.

$8.9B

2020 commerce-platform market

$21.4B

Projected by 2024

15.7%

CAGR through 2024

63%

Ops teams run hybrid B2B/B2C

Competitive landscape
Shopify Plus
Shopify Plus

Best-in-class polish, weaker native B2B and APAC localization.

Best-in-class polish, weaker native B2B and APAC localization.

Adobe Commerce
Adobe Commerce

Deeply capable, heavy and complex to operate day to day.

Deeply capable, heavy and complex to operate day to day.

BigCommerce
BigCommerce

Solid mid-market, generic admin experience.

Solid mid-market, generic admin experience.

commercetools
commercetools

Composable and flexible, requires engineering to wield.

Composable and flexible, requires engineering to wield.

Salesforce Commerce
Salesforce Commerce

Enterprise reach, high cost and steep learning curve.

Enterprise reach, high cost and steep learning curve.

Inforius (de)
Inforius (de)

Sticky ops depth & APAC fit — held back only by a dated UI.

Sticky ops depth & APAC fit — held back only by a dated UI.

SWOT
Trends & the gap
Strengths
Strengths

~ Deep ops feature set

~ Deep ops feature set

~ Sticky, hard to rip out

~ Sticky, hard to rip out

~ Strong APAC footprint

~ Strong APAC footprint

Weaknesses
Weaknesses

~ Dated 2019 UI

~ Dated 2019 UI

~ Slow onboarding

~ Slow onboarding

~ No design system

~ No design system

Where the market is going
Where the market is going

Consolidation onto single workspaces, AI-assisted operations, composable back-ends, and B2B buyers demanding consumer-grade UX.

Consolidation onto single workspaces, AI-assisted operations, composable back-ends, and B2B buyers demanding consumer-grade UX.

Opportunities
Opportunities

~ Upmarket motion

~ Upmarket motion

~ Modern brand equity

~ Modern brand equity

~ Self-serve trials

~ Self-serve trials

Threats
Threats

~ Faster-shipping rivals

~ Faster-shipping rivals

~ Price pressure

~ Price pressure

~ Buyer expectations

~ Buyer expectations

The unique opportunity
The unique opportunity

No incumbent owns "calm, fast, localized ops for hybrid B2B/B2C in APAC." Inforius already had the depth — it needed the experience and brand to claim it.

No incumbent owns "calm, fast, localized ops for hybrid B2B/B2C in APAC." Inforius already had the depth — it needed the experience and brand to claim it.

Target Audience & Personas

Target Audience & Personas

Target Audience & Personas

Built for the people running the storefront.

Built for the people running the storefront.

Built for the people running the storefront.

Primary users are operations, merchandising and finance teams at hybrid B2B/B2C merchants — power users who live in the tool 6+ hours a day. Secondary: leadership tracking performance, and partners viewing their own records.

Primary users are operations, merchandising and finance teams at hybrid B2B/B2C merchants — power users who live in the tool 6+ hours a day. Secondary: leadership tracking performance, and partners viewing their own records.

RT

Rina Tanaka

Ops Manager · 34 · Tokyo

Runs order and partner operations across both B2B and B2C. Lives in search, bulk actions and exports.

Goals

Fewer clicks, faster lookups, confident bulk edits.

Pain points

Cramped tables, cryptic icons, constant context switching.

"I shouldn't need to memorize which icon does what."

MA

Marco Alvarez

Merchandiser · 29 · Osaka

Owns the catalog. Edits products, pricing and collections all day, often against a launch clock.

Goals

Instant edits, live previews, safe undo.

Pain points

No visual hierarchy; every task feels equally heavy.

"Show me what I'm changing before I hit save."

PN

Priya Nair

Finance & Partner Admin · 41

Keeps partner records, discounts and payment data accurate and compliant across regions.

Goals

Scannable data, clean exports, an audit trail.

Pain points

Dense tables cause data-entry errors and rework.

"One wrong row can mean a compliance headache."

Brand Strategy

Brand Strategy

Brand Strategy

The trusted operator, made modern.

The trusted operator, made modern.

The trusted operator, made modern.

Mission

Make commerce operations feel effortless for the teams behind the storefront.

Vision

The operating system for modern hybrid B2B/B2C commerce in APAC — and beyond.

Positioning statement

For operations teams running hybrid B2B/B2C commerce, Inforius is the unified manager that turns fragmented, dated tools into one calm, fast, dependable workspace — so teams spend their day moving orders, not fighting software.

For operations teams running hybrid B2B/B2C commerce, Inforius is the unified manager that turns fragmented, dated tools into one calm, fast, dependable workspace — so teams spend their day moving orders, not fighting software.

Clarity
Clarity

Every screen answers "what now?" instantly.

Every screen answers "what now?" instantly.

Craft
Craft

Details signal a tool built with care.

Details signal a tool built with care.

Reliability
Reliability

Predictable, safe, hard to break.

Predictable, safe, hard to break.

Momentum
Momentum

The tool keeps work moving.

The tool keeps work moving.

Clarity

The Trusted Operator

Sage × Everyman. Clear, confident, human. Plain language over jargon. We reassure, we never hype.

Sage × Everyman. Clear, confident, human. Plain language over jargon. We reassure, we never hype.

Messaging pillars

~ One workspace

~ Built for speed

~ Trustworthy at scale

~ Localized for APAC

~ One workspace

~ Built for speed

~ Trustworthy at scale

~ Localized for APAC

Brand keywords

unified

fast

calm

dependable

localized

precise

Visual Identity & System

Visual Identity & System

Visual Identity & System

One system, drawn from the logo's own palette.

One system, drawn from the logo's own palette.

One system, drawn from the logo's own palette.

in

inforius

Wordmark

Inter Extra-Bold, −3% tracking

Inter Extra-Bold, −3% tracking

Inter Extra-Bold, −3% tracking

Typography

Effortless ops

Hooked — display & headlines

The quick, calm workspace for commerce teams.

Inter — UI & body, weights 400–800

Crimson

#CC2028

Deep

#9E161D

Olive

#7F9A3F

Ink

#211C1B

Canvas

#FAF7F4

Line

#ECE6E2

Component system

Primary

Secondary

Ghost

Active

Draft

Badge

Search partners…

Brand keywords

The Redesign — After

The Redesign — After

The Redesign — After

The same power, finally easy to use.

The same power, finally easy to use.

The same power, finally easy to use.

Partner Search, rebuilt: labeled actions, a scannable table, real hierarchy and generous targets — the same data, a fraction of the friction.

Before · 2019

After · Inforius 2020

Labeled, grouped actions
Labeled, grouped actions

The cryptic icon row became clear primary actions plus a tidy overflow menu.

The cryptic icon row became clear primary actions plus a tidy overflow menu.

Scannable data
Scannable data

Avatars, status pills and breathing room turn a wall of text into a glance.

Avatars, status pills and breathing room turn a wall of text into a glance.

Filters as chips
Filters as chips

A 10-field form collapsed into removable, obvious filter chips.

A 10-field form collapsed into removable, obvious filter chips.

Results & Impact

Results & Impact

Results & Impact

Measured in the first two quarters.

Measured in the first two quarters.

Measured in the first two quarters.

−46%

time on core workflows

2.1→5.4%

landing-page conversion

"Onboarding a new ops hire used to take two weeks. Now it takes an afternoon. The team stopped complaining about the software — and started asking for more."

VP Product · Inoaga K.K.

52→86

System Usability Scale

+41

NPS improvement

−38%

support tickets

120

components shipped

−46%

time on core workflows

52→86

System Usability Scale

−38%

support tickets

2.1→5.4%

landing-page conversion

+41

NPS improvement

120

components shipped

"Onboarding a new ops hire used to take two weeks. Now it takes an afternoon. The team stopped complaining about the software — and started asking for more."

VP Product · Inoaga K.K.