Project overview
BluPax Pharma is an independently owned pharmaceutical wholesaler and distributor serving LTC pharmacies, independent retail pharmacies, pharmacy chains, and hospitals across the United States.
I worked on BluPax's existing B2B platform, helping evolve the product as business and customer needs grew. My role involved improving existing workflows, redesigning key experiences, and introducing new functionality while maintaining familiarity and consistency across an established product.
Context & Problem Space
Evolving an established B2B platform
BluPax already had an operational ordering platform used by pharmacies and healthcare organisations to purchase pharmaceutical products. The challenge wasn't to design a new product from scratch, but to improve and extend an existing system as customer needs and business requirements continued to evolve.
Pharmaceutical purchasing is highly information-dense. Buyers need to quickly evaluate details such as manufacturer, strength, dosage form, availability, expiry dates, pricing and order status while often managing repeat purchases at scale. As new functionality was introduced, the experience needed to remain efficient without adding unnecessary complexity.
The Challenge
The key challenge was balancing new functionality with familiar workflows. Improvements needed to help customers find products, understand critical purchasing information, and manage orders more efficiently without disrupting the behaviors existing users already relied on.
Key areas of focus
Product Discovery - Information Hierarchy - Ordering Efficiency - Order Management - Scalability
From Complexity to Clarity
Understanding the existing experience, identifying friction, and evolving the product without disrupting familiar workflows.
I began by reviewing the existing BluPax platform and breaking down the core purchasing journey, from searching and comparing pharmaceutical products to ordering and managing purchases. This helped reveal where dense information, repetitive actions, and growing business requirements were creating friction. I then mapped these findings into clear design priorities, explored different ways to organize workflows and information, and refined the experience through feedback and iteration before moving into the final interface design.
Process:
Understand the existing platform → Analyze core workflows → Identify friction → Define priorities → Explore approaches → Iterate & refine → Final design
What I Found
Breaking down the existing purchasing experience revealed four key areas that were creating friction and needed greater attention.
Product information was dense.
Buyers had to compare multiple attributes, including manufacturer, strength, size, expiry, availability and pricing, within the same purchasing workflow.
Repeat purchasing needed to be faster.
Returning customers frequently purchased the same or similar products, creating an opportunity to reduce repetitive actions and make recurring purchases more efficient.
Critical product states needed clearer visibility
Stock availability, short-dated products, order limits and other purchasing conditions needed to stand out without overwhelming an already information-heavy interface.
New functionality had to fit the existing ecosystem
As BluPax introduced new capabilities, they needed to integrate naturally with established workflows and interaction patterns rather than creating disconnected experiences.
Design Approach & Key Solutions
With the key friction points identified, I translated the findings into a set of design priorities that could guide improvements across the platform.
Design Approach
Prioritised data clarity and scannable information hierarchy.
Designed around frequent, repeat-use purchasing workflows.
Made critical product and order states visible at the point of decision.
Reused familiar interaction patterns when introducing new functionality.
Worked within technical and operational constraints of the existing platform.
Key Solutions
Key Screens & UI Highlights
PaxPoints - Loyalty & Retention Initiative
Extending the purchasing experience beyond individual transactions.
As the platform evolved, I also worked on PaxPoints, a loyalty initiative designed to encourage repeat purchasing and strengthen long-term customer engagement. The experience introduced a clear way for customers to earn, track and redeem points while keeping the rewards journey connected to their existing BluPax account and purchasing workflows.
What I focused on
Clear points of visibility
Customers could quickly understand their available balance, earning activity, and rewards status.
Simple earning and redemption
The experience made it clear how points were earned through purchases and how they could be used.
Integrated with existing workflows
PaxPoints was designed as part of the wider account experience rather than as a separate rewards product.
Encouraging repeat engagement
The program created an additional reason for customers to return and continue purchasing through BluPax.
Outcomes
Strengthening a complex B2B purchasing experience while creating a more scalable foundation for the platform.
The work improved clarity across key purchasing and account workflows, making complex pharmaceutical information easier to scan and important product states easier to recognize. Existing experiences were refined without disrupting familiar customer behaviors, while new functionality was integrated through consistent interaction patterns.
Across product discovery, ordering, account management, and repeat purchasing, the platform developed a more cohesive experience designed around the needs of professional healthcare buyers.
Key Outcomes
Clearer purchasing decisions
Improved information hierarchy made product details, pricing, availability, and purchasing conditions easier to understand.
More efficient repeat workflows
Frequently used actions, order history, and account information became easier to access for returning customers.
Greater consistency across the platform
Shared interface patterns created stronger continuity between product, ordering, and account experiences.
Foundation for continued engagement
Features such as PaxPoints extended the experience beyond individual transactions and supported ongoing customer engagement.
