AGILENT TECHNOLOGIES

Redesigning B2B user account for Agilent

Improving post-purchase experience through design system adoption and UX improvements

Improving post-purchase experience through design system adoption and UX improvements

My Role

Lead UX Designer

Defined the redesign direction across the portal

Led design decisions across multiple account features

Partnered with engineering to ensure scalable implementation

My Impact

Unified experience across multiple account areas

Improved navigation and task clarity

Enabled design system adoption

Reduced long-term design and engineering maintenance effort

Team

Product managers

Engineering team

Content team

UX/UI designers

tHE CHALLENGE

A critical product with no system behind it.

My Agilent is a core platform for Agilent customers to manage orders, licenses, invoices, and services.

Over time, the portal had evolved organically across teams and releases that led to the experience became fragmented, inconsistent, and difficult to scale.

The interface itself looked quite complex. Multi-level tables, overloaded settings, and minimal visual hierarchy. For existing users it felt familiar, but for new users it was confusing and unclear.

GOAL

Our goal was to make the interface user-friendly and align it with the new design system without disrupting the familiar workflow.

DESIGN STRATEGY

Clarity over complexity

Simplify dense, data-heavy workflows by prioritizing essential information, structuring content for fast scanning, and making actions obvious. Users should understand and act without effort.

Scalability by design

Leverage the design system to create reusable patterns that reduce variability, accelerate development, and support future growth of the platform.

System over screens

Unify all account experiences under one structure with shared patterns, components, and interactions. Every feature fits into a system, nothing is designed in isolation.

DISCOVERY

Analytics revealed that users are highly sensitive to changes in established workflows. They value flexibility, but not at the cost of familiar processes.

We started with an analysis of the product: mapped end-to-end user flows, conducted a UX audit, reviewed existing functionality, and gathered input from customers.

The audit confirmed a common pattern across B2B tools: interfaces overloaded with complexity, forcing users to spend time navigating instead of completing tasks. This helped us identify key friction points and shift the goal: not just improve the interface, but also keep the workflow familiar.

Responsiveness

To understand how digital tools reshape daily clinic routines, we mapped the end-to-end journeys of both doctors and patients. The comparison highlights where time was lost to paperwork, manual data entry, and disconnected systems, and how the new experience streamlines these steps through automation, voice notes, and shared visual data.

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

Design System

To understand how digital tools reshape daily clinic routines, we mapped the end-to-end journeys of both doctors and patients. The comparison highlights where time was lost to paperwork, manual data entry, and disconnected systems, and how the new experience streamlines these steps through automation, voice notes, and shared visual data.

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

Dasboard

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To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

Quotes and Orders

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To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

Licenses and Services

place holder text

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

To understand how customers prefer to buy complex instruments online, and evaluate thier interest we conducted interviews introducing two concepts:

  • Product Selector — a fully online purchase flow that allows customers to select, configure, and buy instruments end-to-end

  • Instrument Configurator — a tool focused on exploring options, customizing instruments, and requesting quotes.

Interviews revealed that customers were not ready to complete purchases fully online, but highly valued an online configurator to explore and price instruments independently.

Irina Rostovtseva

Irina Rostovtseva

Irina Rostovtseva

Irina Rostovtseva