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pul technologies

Enhancing website for B2B + B2C growth

Website Redesign


1 Product Manager, 1 Copywriter, 2 UI/UX Designers

My Role

Lead in UX/UI design, User Research


12 weeks (March 2022 to May 2022)


Figma, FigJam, Adobe Photoshop


PUL Technologies, a leading company in the technology industry, embarked on a strategic transition from a purely B2B model to a B2B + B2C model.

Recognizing the growing demand for their products from individual consumers, PUL Technologies sought to refresh and rebuild their website to better align with this new business direction. This project aimed to create a user-centric UI/UX design that caters to the diverse needs of both B2B and B2C customers, ultimately driving increased engagement and conversions.


Individual Customer

I'm interested in purchasing the dental product from the PUL website, but it appears to cater exclusively to businesses for bulk orders.

Current Challenges


Our Client

Let's rebuild our website to serve both businesses and individual customers.

PUL Technologies' current website primarily caters to bulk orders from businesses and dental professionals, lacking options for individual customers seeking smaller quantity purchases.


This exclusion of individual customers may result in inconvenience, missed revenue opportunities, and a competitive disadvantage compared to companies that cater to both B2B and B2C markets.

Our Goal

Enhance the PUL Technologies website to cater to both business clients and individual customers, eliminating exclusion, maximizing revenue opportunities, and ensuring competitiveness in the B2B and B2C markets.


Project Timeline

Group 24.png

User Research

We conducted extensive user research, including the distribution of 70+ user surveys, conducting 10+ interviews, and performing usability testing on three separate occasions.

By understanding the needs, preferences, and pain points

of business clients and individual customers, we gain insights into their browsing behavior, expectations, and goals.


Needs and Preferences

Business Clients:

Streamlined ordering process, access to product catalogs, pricing information, and bulk quantity options.

Individual Customers:

Convenience, smaller quantity options, clear product information, and easy navigation.

Browsing Behavior

Business Clients:

Focused product searches, price comparisons, and reviewing technical specifications.

Individual Customers:

Exploring different product categories, relying on detailed descriptions, images, and customer reviews.

Pain Points

Business Clients:

Complex ordering processes, managing bulk orders, limited visibility into account history and order tracking.

Individual Customers:

Lack of smaller quantity options, difficulty finding relevant products, feeling neglected compared to bulk orders.


Business Clients:

Reliable website, smooth transactions, competitive pricing, and comprehensive account management.

Individual Customers:

User-friendly interface, transparent pricing, flexible quantity options, and responsive customer support.


1. Personal Care & Dental Professional Pages

Create separate sections on the website for personal care and dental professionals, showcasing relevant products, services, and resources.

3. Streamline Ordering Process

Simplify the ordering process for business clients with automated features like bulk order templates, saved order history, and reorder options.

2. Introduce Smaller Quantity Options

Implement a dedicated section for individual customers to easily purchase smaller quantities of products, improving their shopping experience.

4. Mobile-Friendly Design

Optimize the website for mobile devices, ensuring a seamless and enjoyable browsing experience for users on smartphones and tablets.

User Flow

To provide a seamless experience for both individual customers and dental professionals, we crafted separate user flows tailored to their unique needs and objectives.

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Information Architecture

We revamped the information architecture to accommodate both B2B and B2C users. This involved reorganizing and categorizing products/services for easy navigation and discovery.

Screen Shot 2022-12-08 at 13.09.39.png

Final Design

Pro Page - FINAL 070722.png

Designed for diverse users with different needs

Bulk orders, monthly subscriptions,  & special offers available for dental professionals

Product - Pro  - Final Design Intent.png
Product - Patient  - Final Design Intent.png
About Us - Final Design Intent.png
About Us - Final Design Intent.png

Getting to know Pul with founder story, product timeline, tutorials, and much more


The journey of refreshing and rebuilding the PUL Technologies website has been transformative. We encountered challenges and opportunities as we transitioned from a B2B to a B2B + B2C approach. Thorough user research provided valuable insights into user needs and guided our decision-making.

Separate sections for personal care customers and dental professionals effectively catered to their specific requirements. Smaller quantity options and streamlined ordering processes enhanced the experience for both individual customers and business clients. Clear and user-friendly navigation improved browsing, while mobile optimization ensured a seamless experience across devices.


Conversion rate for individual customers score (>4.00) from AB Testing


New visitors bounce rate

after 3 months


Return Visits for individual customers after 3 months

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