FALNIC
Redesigning a B2B hardware configurator into a discoverable, scalable experience that works without forcing users to log in first.
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.
ABOUT FALNIC
Falnic (Iran HP) is a Tehran-based B2B IT solutions provider specializing in HP enterprise products such as servers, networking equipment, and computing devices. It combines e-commerce with infrastructure consulting and after-sales services.
ABOUT PROJECT
This project focused on redesigning the server configurator for Falnic, transforming it from a hidden, high-friction tool into a discoverable and scalable B2B product experience. The goal was to enable users to explore, configure, and submit complex hardware specifications more easily. Falnic's broader vision was to expand the configurator beyond servers to other products like printers and laptops.
pROCESS
My Role in this project:
Six months into my role at Falnic, I was trusted to lead the configurator redesign as the sole Product Designer.
End-to-end ownership: Led the experience from problem framing and IA through UI design and developer handoff.
System thinking: Built on the design system I had previously created for Falnic, extending it for the configurator.
Cross-functional delivery: Worked with Product, Sales, Marketing, and Development, balancing user and business needs with the constraints of a WordPress-based platform and limited custom development.
RESEARCH COMBINED MULTIPLE METHODS:
5 stakeholder interviews (2 Sales, 2 Marketing, 1 Development)
Competitive analysis of comparable B2B configurator tools
User journey mapping and persona development
Microsoft Clarity session recordings and Google Analytics data
KEY INTERVIEW INSIGHTS (5 stakeholder interviews across Sales, Marketing, and Development teams)
Pre-invoice request is the real conversion for configurable B2B hardware, "Buy now" creates false promises, since checkout pricing couldn't be guaranteed.
Login-at-start kills exploration, gating login at submission instead balances usability with lead quality.
Unstructured dropdowns create cognitive overload, grouping and progressive steps improve scanability and completion.
Discovery is part of the product, not a marketing extra, a landing page supports SEO, discovery, and user orientation, not just visibility.
B2B needs documentation, a summary and PDF export support internal approval and reduce back-and-forth with Sales.
Success means a clean, actionable pre-invoice request, not time-on-page alone.
Personas
Ali represents the primary buyer persona, an IT Manager who needs to build a valid, shareable configuration internally before requesting a pre-invoice, without repeating the process for Procurement or leadership.
Key Solutions
SOLUTION: Moved the configurator out of the user panel to make it publicly discoverable
REASON: The interviews showed discovery wasn't a "marketing extra," it was part of the product itself.
SOLUTION: Enabled explore-without-login, gating login only at the pre-invoice submission step
REASON: Login at the start was killing exploration; this balanced usability against lead quality.
SOLUTION: Added a real-time summary table with PDF download to support B2B approval workflows
REASON: B2B buyers need documentation to get internal sign-off; this also cut down back-and-forth with Sales.
SOLUTION: Replaced unstructured dropdowns with grouped, progressive step-by-step configuration
REASON: The flat dropdown list was causing cognitive overload; grouping and pacing improved scanability and completion.
SOLUTION: Designed a dedicated landing page as a discovery and orientation entry point
REASON: Needed for SEO and orientation, not just visibility, since the feature had no front door at all.
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.
Final Design
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
