Challenge
The platform included both web and mobile applications, supporting a wide range of business interactions such as product ordering, account management, and promotional mechanics.
Users had different roles, pricing conditions, and discount structures depending on their status, making the system more complex and highly personalized.
The main challenge was to structure this complexity into a clear and intuitive experience, allowing users to navigate products, pricing, and interactions without confusion.
Users had different roles, pricing conditions, and discount structures depending on their status, making the system more complex and highly personalized.
The main challenge was to structure this complexity into a clear and intuitive experience, allowing users to navigate products, pricing, and interactions without confusion.
Alidi is one of the largest distribution companies in Russia, working with global brands such as Coca-Cola, Philips, P&G and others.
I worked on this project as part of a design team between 2021 and 2023, contributing to the design of a B2B marketplace platform as well as other internal and customer-facing digital products across the company’s ecosystem.
I worked on this project as part of a design team between 2021 and 2023, contributing to the design of a B2B marketplace platform as well as other internal and customer-facing digital products across the company’s ecosystem.
Alidi
Product Design for a B2B distribution ecosystem
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Platform Ecosystem
ALIDI was planned as a large-scale marketplace for both individual buyers and business clients, with focus on HoReCa customers.
The platform included food and non-food categories, covering groceries, semi-finished products, household goods, packaging, and business-related supplies.
The ecosystem combined product catalogs, search and filtering, shopping cart and checkout flows, loyalty mechanics, account management, supplier tools, and mobile experiences across multiple user roles.
Navigation was structured around product categories, brands, cuisines, and purchasing scenarios, helping different user groups find products according to their needs.
ALIDI was planned as a large-scale marketplace for both individual buyers and business clients, with focus on HoReCa customers.
The platform included food and non-food categories, covering groceries, semi-finished products, household goods, packaging, and business-related supplies.
The ecosystem combined product catalogs, search and filtering, shopping cart and checkout flows, loyalty mechanics, account management, supplier tools, and mobile experiences across multiple user roles.
Navigation was structured around product categories, brands, cuisines, and purchasing scenarios, helping different user groups find products according to their needs.
User Flows
To manage the complexity of the platform, key user journeys were mapped out, including product discovery, ordering, and account interactions.
These flows helped define the structure of the interface and ensured consistency across both web and mobile experiences.
To manage the complexity of the platform, key user journeys were mapped out, including product discovery, ordering, and account interactions.
These flows helped define the structure of the interface and ensured consistency across both web and mobile experiences.
Users & System Complexity
The platform served multiple user types, including individual buyers, businesses such as cafes and restaurants, and suppliers with their own administrative interfaces.
Each user group had different registration flows, account structures, pricing models, discount conditions, bonus systems, and ordering scenarios.
For example, individual buyers had a more straightforward purchasing flow, while business clients required more complex account logic, including multiple delivery addresses, company details, and role-specific order management.
The platform served multiple user types, including individual buyers, businesses such as cafes and restaurants, and suppliers with their own administrative interfaces.
Each user group had different registration flows, account structures, pricing models, discount conditions, bonus systems, and ordering scenarios.
For example, individual buyers had a more straightforward purchasing flow, while business clients required more complex account logic, including multiple delivery addresses, company details, and role-specific order management.
Personalization & Loyalty Logic
The platform included a dynamic loyalty system where pricing, bonuses, promotions, and available benefits could vary depending on user type, status, purchase history, and business conditions.
This logic appeared across product cards, account areas, and ordering flows, helping users clearly understand prices, rewards, and available conditions before purchase.
The platform included a dynamic loyalty system where pricing, bonuses, promotions, and available benefits could vary depending on user type, status, purchase history, and business conditions.
This logic appeared across product cards, account areas, and ordering flows, helping users clearly understand prices, rewards, and available conditions before purchase.
Seller Dashboard & Operations
From another side the platform also included a dedicated interface for suppliers, allowing them to manage orders, track performance, and operate within the system.
This side of the product focused on efficiency, clarity, and data visibility, supporting tasks such as order management, analytics, category performance, and operational workflows.
Designing for both buyers and sellers required balancing different needs within a single ecosystem, ensuring consistency while adapting to distinct user goals.
From another side the platform also included a dedicated interface for suppliers, allowing them to manage orders, track performance, and operate within the system.
This side of the product focused on efficiency, clarity, and data visibility, supporting tasks such as order management, analytics, category performance, and operational workflows.
Designing for both buyers and sellers required balancing different needs within a single ecosystem, ensuring consistency while adapting to distinct user goals.
Operations & Internal Tools
In addition to customer-facing experiences, the platform included internal operational tools for order management, delivery coordination, payment tracking, and marketplace administration.
These interfaces focused on handling large volumes of transactional data, status management, filtering, and operational workflows across the system..
In addition to customer-facing experiences, the platform included internal operational tools for order management, delivery coordination, payment tracking, and marketplace administration.
These interfaces focused on handling large volumes of transactional data, status management, filtering, and operational workflows across the system..
