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Farnell case study

Transforming B2B ecommerce with user centered design

User-centred design lifts ecommerce orders 9%

In volatile, crowded ecommerce marketplaces successful products are built on one thing: user insights. Failure to understand how customers use your product, and create a stand out experience that meets their needs and wants, can come at a significant cost.

But, for many businesses it’s difficult to create the time to dig into your data and work out how to become more customer-led in your design. UX teams often don’t have analytics expertise.  And, even if you think you know your customers, there’s always more you can learn. This is right in our area of expertise. But don’t take it from us.

Who said buying electrical components is boring? Ecommerce business, Farnell, ships components to customers in 100 countries. With a product roadmap that had been taking cues from large B2C online retailers, the company turned to us to help them create a roadmap rooted in the preferences, needs and wants of their business customers. 


The challenges Farnell faced may sound familiar to you. Their existing team of researchers and designers were wrapped up in other projects. They knew the UX design project couldn’t wait and they would have to look outside the business for user insights and resource. 

  • Disrupt traditional B2B ecommerce through user-centred design
  • Mitigate UX debt
  • Reduce customer friction 
  • Build the UX team’s capabilities to leverage user insights

Initial discovery and user testing, working alongside the internal team, took 6 months.  They were so happy with the work completed that they twice extended the contract which eventually ran 18 months.


  • 9%

    Increase in orders

  • 1

    User-defined product roadmap

  • 4

    Internal design hires, a defined research strategy and hiring a team to execute

  • Ken Sayers

    “Thunk lead our customer research that generated great insights which evolved our personas and steered the product roadmap. They instilled effective research methods into the wider UX team. It was great collaborating with Thunk to design user-validated solutions that really improved our main conversion KPIs.”

    Ken Sayers, User Experience Lead
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