B2B service for KNM

UI/UX design

Client and context

Kazan Non-Metallic Materials (KNM) has been one of Russia’s largest suppliers of non-metallic materials since 2002. Working with leading construction and road building organisations, KNM actively implements digital solutions to automate internal processes and improve customer service quality.

As part of this strategy, we have developed a series of personal accounts that automate logistics, improve the accuracy of mutual settlements, and reduce the operational load on employees.

Task

Create a B2B service that simplifies document flow, provides control over accounts and payments, and makes the loyalty programme structured and manageable. Develop interfaces for three types of users — contractors, managers and sales department heads — taking into account the specific tasks of each role.

Solution

We started with analytics: we benchmarked B2B services, interviewed KNM managers and executives, and formulated business requirements. Then we described key scenarios — from registration to working with accounts and logistics — and adapted them to a simple, intuitive interface. Complex actions were rethought and reduced to sequential steps. Next, we implemented adaptive design and assembled a scalable UI kit.

Counterparty's personal account

The key element of the service is a counterparty’s personal account designed for co-operation with CNM. Registration is condensed into three steps: entering a phone number, basic information about the company and automatic connection with a manager if the company is already registered in the system.

At the same time, access to the main sections is available even before completing the questionnaire, and the system only prompts what needs to be filled in, without restricting the user in navigation. All data is synchronised with CRM in real time.

Personal account of the manager and head of the sales department

An advanced interface based on the client account has been developed for KNM employees. It includes analytics by counterparties, shipment charts and tables with materials and competitors.

A manager can update price lists, see KPIs and tasks in one window. Widgets are customisable: you can leave only the blocks you need. Built-in knowledge base allows to find information quickly.

Head of sales receives customer analytics, monitors revenue and managers’ actions.

Identity

We developed a scalable UI-kit with a flexible system of components and a unified visual logic. Sandy shades were added to the basic black and orange to reinforce the visual metaphor and emphasise the connection with the company’s activities.

Unified elements speed up development and ensure the variability and integrity of the interface.

Result

Three personal accounts have been created: for the counterparty, the manager, and the head of the sales department. Each interface is adapted to the tasks of a specific user. In the future, we plan to design and develop an office for transporters.

The service provides an intuitive user experience: customers independently execute documents, manage invoices, receive personal discounts and participate in the loyalty programme. This reduces transaction costs, simplifies interaction and encourages repeat business.

The advancement of analytics and automation of business processes strengthens KNM’s competitive advantages and sets the company apart from other industry players.