From Distribution to Experience: Reimagining B2B Commerce for Arca Continental

Role: UX Researcher
Client: Arca Continental / NTT Data
Product: B2B Commercial Experience Platform
Timeline: 2019

This study explored how to improve the B2B commercialization experience for Arca Continental, focusing on the daily workflows of internal teams and their relationship with small retailers across Latin America. The project aimed to move beyond operational efficiency and rethink the experience as a cohesive, human-centered system that supports both business goals and user needs.

Through a mixed-method research approach, including stakeholder interviews, field research, and journey mapping, I examined how different actors—such as promoters, tele-sales agents, and supervisors—navigate their daily responsibilities. The research also incorporated benchmark analysis of analogous platforms and a design sprint framework to rapidly define, prototype, and validate solutions.

The findings revealed that the experience was highly fragmented, with users operating across disconnected systems, manual processes, and communication gaps. Internal users faced significant friction managing routes, tracking performance, and coordinating with teams, while also dealing with operational overload and inefficient tools. These challenges were compounded by emotional factors such as stress, lack of motivation, and limited visibility into impact.

Journey mapping uncovered critical breakdowns across the day-to-day experience, from excessive meetings and administrative burden to difficulties in communication and decision-making. For example, developers and promoters struggled with remote coordination and lack of real-time information, while tele-sales agents faced system instability and repetitive workflows that reduced efficiency and engagement

Findings & Outcomes

The research highlighted that the core issue was not only operational inefficiency, but a lack of systemic cohesion across the B2B ecosystem. Users were expected to perform complex, high-demand tasks without the tools or structure needed to support them effectively. This resulted in time inefficiencies, duplicated efforts, and a fragmented experience across roles.

Key opportunities emerged around centralizing systems, improving route and task management, and enabling better visibility into performance and priorities. Users also needed tools that supported decision-making in real time, reduced manual workload, and improved communication across teams.

These insights informed the definition of a more integrated B2B experience, grounded in user needs and aligned with business objectives. The work contributed to shaping a product vision focused on efficiency, clarity, and scalability—transforming the experience from a set of disconnected processes into a unified system that supports both operational performance and user well-being.