Akshar Packs

Business Context

Akshar Packs had strong packaging services, but the website was not fully supporting how customers searched for products or how the sales team managed inquiries.

Customers needed a faster way to find the right packaging options, understand specifications, and request details. Internally, the business needed cleaner inquiry data so leads could be tracked, qualified, and followed up more easily.

This project was not only about improving the visual design. It was about connecting the customer experience with the business process behind it.

The Challenge

Customers were finding it difficult to browse packaging options, compare product details, and understand customization choices. Product categories were not clearly organized, important details were hard to scan, and the inquiry process required extra effort before users could reach the sales team.

From the business side, inquiries were not always structured enough for quick follow-up. This created friction for both customers and the internal sales team.

The main challenge was to create a clearer product discovery experience while improving the quality of lead information captured through the inquiry flow.

Research Approach

To understand the problem, I reviewed the existing website experience, discussed business needs with stakeholders, analyzed competitor packaging websites, and looked at common B2B quote-request patterns.

I focused on understanding how customers move from product discovery to inquiry and what information the sales team needs to qualify leads quickly.

Research Insights

One key insight was that users usually arrive with a specific packaging need in mind. They may be looking for a certain box type, material, size, or industry use case, so the website needed to guide them faster instead of making them browse through unclear options.

Another insight was that product details needed stronger hierarchy. For B2B customers, product pages need to answer practical questions quickly: what the product is, what can be customized, what specifications are available, and how to request a quote.

I also found that long or unclear inquiry forms can create hesitation. Users need guidance on what information to provide, while the sales team needs structured details such as product type, quantity, customization needs, and contact information.

Customer Journey

The main customer journey was:

01Landing Page02Product Discovery03Product Detail04Customization Details05Inquiry Submission06Sales Follow-up

The biggest friction happened between product discovery and inquiry submission. Users needed more confidence before reaching out, and the sales team needed better information once the inquiry was submitted.

Design Decisions

1. Simplified Product Discovery

I reorganized product categories and improved the product card layout so users could scan options faster and move toward the right packaging category with less effort.

This mattered because most B2B customers do not browse randomly. They usually come with a specific packaging requirement, so the experience needed to guide them quickly.

2. Improved Product Detail Pages

I redesigned product detail pages to make specifications, customization options, use cases, and inquiry actions easier to understand. Important information was grouped into clear sections so users could feel more confident before contacting the team.

For B2B customers, unclear product information creates hesitation. Clear product details help build trust and support faster decision-making.

3. Reduced Inquiry Friction

I made the inquiry flow more guided and structured. Instead of asking users to explain everything in one open-ended form, the form helped capture key details step by step, including product type, quantity, customization needs, and contact information.

This made the process easier for users and gave the sales team cleaner lead data for follow-up.

4. Supported CRM-Based Lead Management

The inquiry experience was designed with CRM workflows in mind. The goal was to make submitted information easier to organize, qualify, and follow up on.

Good UX should create value for both the customer and the team behind the experience. In this case, the inquiry flow needed to help users submit requests easily while giving the sales team the information they needed to respond quickly.

5. Created a Scalable Design System

I created reusable components such as product cards, buttons, form fields, CTA sections, typography styles, and layout patterns to keep the experience consistent across the website.

This helped reduce design repetition and made it easier to scale the website with future product pages or new categories.

Wireframes

Before moving into high-fidelity design, I created wireframes to explore the page structure, product discovery flow, product detail hierarchy, and inquiry form experience.

The wireframes helped validate the structure early and made it easier to discuss functionality with stakeholders and developers before investing time in detailed UI.

Final Solution

The final design created a clearer and more conversion-focused website experience.

I improved the navigation, product listing pages, product detail pages, inquiry CTAs, responsive layouts, and CRM-ready lead capture. The final experience helped users move from browsing to inquiry with less confusion, while giving the sales team better information to follow up.

Business Impact

The redesign improved both the customer experience and the internal sales workflow.

Product exploration and inquiry became 3× faster, lead conversion improved by 25%, and product information became easier to understand and compare. Inquiry data also became more structured for CRM-based follow-up, helping the sales team respond more quickly with better context.

38%

Faster transaction completion

27%

Increase in engagement

Reduced

Cognitive load across core workflows

Improved

Task completion efficiency

Reflection

This project helped me understand how a B2B website can be more than a marketing touchpoint. It can also work as a product discovery, lead-generation, and sales workflow tool.

By improving product discovery, simplifying the inquiry flow, and supporting CRM-based lead management, the redesign created a smoother customer experience and a more efficient process for the business.