MY ROLE
Product Designer
Design System Designer
User Researcher
Client
Falnic
Location
Tehran
Year
2025
dURATION
5 Months
PROJECT TYPE
End-to-end product design for Falnic’s B2B configurator experience (web platform)
Users
B2B roles → IT Manager, SysAdmin, Infrastructure/Network Engineer, Procurement, CTO/Founder
Supplemented internal stakeholder interviews (Sales, Marketing, Development) with usage analytics from the existing configurator and buyer feedback Sales relayed from live sales calls, since direct end-user interviews weren't accessible within this engagement.
Pre-invoice request is the real conversion for configurable B2B hardware. “Buy now” creates false promises.
Login-at-start kills exploration. Gate login at submission to balance usability + lead quality.
dropdowns create cognitive overload. Grouping + progressive steps improve scanability and completion.
Discovery is part of the product; landing + entry points are essential, not “marketing extras”, and a landing page isn’t just marketing. It’s discovery + SEO + user orientation.
B2B needs documentation; summary + PDF export supports approval and reduces sales back-and-forth.Success means a clean, actionable pre-invoice request, not time-on-page alone.
Key Solutions
Moved the configurator out of the user panel to make it publicly discoverable
Enabled explore-without-login, gating login only at the pre-invoice submission step
Replaced unstructured dropdowns with grouped, progressive step-by-step configuration
Designed a dedicated landing page as a discovery and orientation entry point
Added a real-time summary table with PDF download to support B2B approval workflows
Designed entry points across the site — banners, product pages, and cards — to drive configurator adoption
RISKS
Login gate drop-off: requiring login at submission could reduce completion if the value isn’t clear.
Complexity overload: too many technical options could overwhelm users without strong grouping and guidance.
Data quality: incomplete/unclear configurations reduce quote quality and increase Sales back-and-forth.
CONSTRAINTS
Pricing volatility: checkout pricing couldn’t be guaranteed, so the flow is “Request pre-invoice.”
Technical delivery: limited development capacity / preference for minimal custom coding, so the solution relied on reusable components and a scalable structure.
Authentication: users could explore without login. Login is required at submission to continue and request a pre-invoice.
SUCCESS CRITERIA (KPIs)
Primary KPI
Pre-invoice requests submitted (quote requests) ↑
Secondary KPIs
Configurator adoption: configurator start rate (click “Configure” → start) ↑
Flow performance: completion rate ↑ and drop-off per step ↓
Engagement: time spent in configurator ↑ (supporting indicator)
Operational impact (proxy): fewer clarification calls/messages to Sales/Support ↓
Tracking
Measured via Google Analytics events across entry points → configurator steps → submission (login-to-submit)
RESULTS & IMPACT
Pre-invoice requests increased by 25% following the configurator redesign
Configuration completion rate improved from 30% to 64%
Configurator start rate rose as entry points were added across the site
Drop-off per step decreased through progressive, grouped configuration flow
Online configure submissions increased by 42%, reducing phone-based requests by 38%
Fewer clarification calls to Sales and Support due to clearer summary and downloadable configuration file
All metrics tracked via Google Analytics across entry points through to submission