Architected an end-to-end B2B commerce experience on Salesforce, transforming manual quoting into an automated storefront and projecting a 52% uplift in product sales revenue.
Context
Capita's Fire Service College needed to modernize their course booking and product sales process. The existing system relied on manual quoting, phone calls, and spreadsheets—creating friction for both customers and internal teams.
The business goal was clear: transform this into a self-service digital storefront while maintaining the personalized service that their B2B customers expected.
Key Problem Statement: How might we create a B2B commerce experience that handles complex course configurations while feeling as simple as a B2C shopping experience?
Discovery
Conducted sessions with sales teams, operations, and leadership to understand pain points and business objectives.
Evaluated 5+ B2B commerce platforms to identify best practices for complex product configuration.
Interviewed training coordinators from fire services to understand their booking needs and workflows.
Analyzed Salesforce B2B Commerce capabilities and limitations to inform design decisions.
Solution
Created a visually-rich storefront that showcases courses by category, with hero imagery and clear value propositions.
Homepage featuring top-selling courses, promotions, and categorical browsing
The product detail page handles complex configuration while maintaining clarity. Users can select dates, number of delegates, and accommodation—with real-time pricing updates.
Course detail page with inline configuration, terms acceptance, and suggested products
The cart experience allows easy modification of quantities and provides clear pricing breakdown including discounts.
Cart with quantity controls, pricing breakdown, and checkout flow
Results
This project contributed to receiving the Fearless Innovation Award 2025 from Capita PLC.
Reflection