Helping a fast-growing B2B marketplace simplify complex commerce workflows for the interior design industry

I joined Eporta as a Senior Product Manager during a period of rapid change, helping the company evolve its platform and operational tooling for manufacturers, suppliers, and trade customers operating within the interior design industry.

My primary focus was Tradehub. A new B2B commerce platform designed to help furniture and fittings manufacturers digitise complex quoting, ordering, and sales workflows that traditionally relied on fragmented manual processes.

I led a cross-functional squad of engineers and product designers responsible for product discovery, experimentation, and delivery.

A large part of the challenge was reducing operational and product complexity in a highly fragmented industry where:

• pricing was often bespoke
• quoting workflows were manual
• supplier tooling varied significantly between businesses.

To help the team move faster and make better decisions under uncertainty, I introduced:

• dual-track Discovery and Delivery practices
• continuous discovery processes
• Opportunity Solution Trees
• assumption-driven experimentation
• closer customer collaboration loops.

One of the most valuable changes we introduced was an “innovation-lab” partnership programme with manufacturers, allowing the product squad to work directly alongside customers to co-design and validate solutions in real-world workflows rather than relying purely on internal assumptions.

This shift toward continuous customer collaboration and iterative experimentation helped the team:

• significantly reduce the time between enquiry and paid order
• streamline complex quoting workflows
• increase quoting activity across the platform by 2x
• improve the operational scalability of the platform for suppliers.

The work also helped position Eporta for its eventual acquisition by Shopify in 2021.