Cutting B2B deal time by 40% through a strategic UX redesign
Client
Ooodles is a B2B IT leasing platform that helps businesses to equip their teams with the latest technology through flexible rental agreements.
Challenge
The platform was drawing the wrong audience: retail users rather than B2B buyers. Confusing B2C messaging and a compliance-first flow created friction, leading to lost opportunities before customers could experience Ooodles’ real value.
Changes and Impact
Improved market positioning: Redesigned the full funnel from website entry to first order, so Ooodles is understood as a B2B platform, not a consumer app. Clearer structure and messaging aligned the product with their real audience.
40% faster deal completion: Reducing the leasing process from 12 steps to just 3 taps significantly shortened decision time.
2× higher conversion rate: Streamlined flow and clearer UX/UI helped more customers complete transactions without support.
Role
Design lead
Worked directly with
CEO
CTO
Sr. Product Lead
Head of Sales
Development Team
Deliverables
Concept
Wireframe
Prototyping
Feedback loop with SMEs
UX/UI Design
Duration
6 Month
When the wrong funnel blocks the right customers
Ooodles wanted to attract qualified SME clients, but their old site looked more like a consumer tech shop plus…
Onboarding came before action-users could explore the catalog (specs & plans) but couldn’t add to cart until they completed a multi-step sign-up.
The order process took 12+ steps, causing high drop-offs.
Old Website
What we learned from talking to SMEs and sales team every week
From interviews and sales feedback, three insights stood out:
Cash flow first → SMEs cared most about saving money upfront.
Flexibility later → switching or ending leases only mattered once customers were already onboard.
Clear specs → many buyers already knew the brand and configuration they needed
Interview with SME's
Why showing value first was our starting point
These insights told us SMEs needed proof before commitment. That’s why our first move was to:
B2B-focused heading → making it clearer the offer was for businesses, not consumers.
Highlight benefits upfront → free shipping, next-day delivery, no upfront costs.
Make savings tangible → the new calculator showed upfront cost savings instantly.
This shift turned Ooodles’ messaging from a generic promise into a product-led proof point.
Improved hero section including benefits and savings estimator
When early fixes exposed a bigger problems
Updating the hero and adding a calculator made Ooodles’ value clearer. But it didn’t solve the core issue: too many unqualified applicants were still entering the funnel.
The deeper issue was structural:
Mixed signals → the old site still looked and felt like a B2C rental shop, leaving SMEs unsure if Ooodles was right for them.
Unclear offering → potential customers didn’t fully understand what Ooodles provided beyond “device rentals.”
Onboarding before commitment → customers were asked to share details before they could take meaningful action.
As a result, potential customers knew they might save money, but were still left asking:
“Is this really built for my business, or just another consumer rental service?”
How Ryanair helped us design IT leasing
To refine the new funnel, we looked outside the IT leasing industry for inspiration. One surprising source was Ryanair’s booking flow.
What we learned:
Contextual add-ons → surface extras at the right moment, not all at once.
Reduced decision fatigue → guide users through small, logical steps.
We applied these principles to Ooodles’ funnel, turning a once overwhelming process into a structured, guided experience that kept customers engaged.
Turning the funnel into a guided experience
To go beyond surface fixes, in 1:1 sessions with the head of sales, we mapped the funnel to uncover real customer pain points: the journey was confusing, onboarding came too early, and the order process was far too long.
Key changes
One-step account creation → simplified from 5 steps down to a quick legitimacy check.
Guided flow → customers move step by step (brand → specs → plan) instead of browsing a static catalog.
Reduced ordering process → cut down from 10+ to 3 steps streamlined flow.
A Website that finally spoke B2B
With the new funnel defined, we redesigned the homepage to match Ooodles’ repositioning as a B2B procurement platform:
Messaging shift → moved away from consumer-style offers like “no upfront costs” to strategic language around flexibility, procurement, and scale.
Funnel visibility → the three core steps (select, create account, apply) were integrated directly into the site.
Business-focused benefits → highlighted services SMEs care about: contract flexibility, insurance, account manager, and IT support.
This redesign made Ooodles look and feel like a serious IT partner for SMEs, not a consumer rental shop.
