The Challenge
What TopGum Was Facing
TopGum's B2B platform served both procurement managers placing orders and production planners tracking fulfilment, but a single monolithic IA tried to serve both roles simultaneously. Role-specific research sessions revealed irreconcilable mental models: buyers organised products by supplier, while production planners organised by production stage — and neither group could find what they needed without help.
The Solution
What We Built
We ran structured cognitive task analysis with 16 participants across both roles and prototyped a role-adaptive IA using a shared data layer with distinct navigation surfaces. A common design system was built to ensure visual coherence across both role modes, while role-specific shortcuts and dashboard widgets were introduced through a targeted co-design series with power users.
Results