B&H Photo Video - Scalable Commerce System
Unifying 30+ brands into a clear, navigable experience built for confident decision-making.
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UX/UI Design
E-commerce Systems Design
Information Architecture
Design Systems
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5 Months
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Figma
— Overview
B&H operates a large-scale commerce ecosystem with 30+ brands, thousands of SKUs, and highly technical product categories. The challenge was less about adding features and more about creating clarity.
This project focused on unifying the shopping experience - helping users navigate, compare, and make confident decisions across brands without losing the depth and expertise B&H is known for.
— Challenge
As the number of brands expanded, the experience became harder to navigate across products and categories, making it difficult for users to:
Tell the difference between similar products
Compare options across brands
Feel confident navigating complex purchase decisions
— Solution
The solution centered on creating a unified commerce system - one that brings consistency to navigation, layout, and hierarchy across brands while remaining flexible enough to support category-specific needs.
— Design Principles
The redesign was guided by principles that prioritized system thinking over one-off solutions:
Consistency across brands: shared patterns that reduce friction
Clear hierarchy: dense information, organized into digestible layers
Flexible systems: structure that supports variation without chaos
Speed to confidence: helping users evaluate and decide faster
— Ideation & Design
Early exploration focused on identifying where inconsistency and friction appeared across brands and product flows.
Design work concentrated on:
Establishing shared grid, spacing, and hierarchy systems
Unifying navigation and filtering behaviors across categories
Creating modular layouts adaptable to different product types
These foundations allowed individual brands to retain their identity while operating within a consistent, navigable structure.
— Prototype & Design
High-fidelity prototypes were used to test how the system performed across real product scenarios.
Key solutions included:
Standardized product listing patterns
Flexible components that scale across categories
Consistent filtering and sorting interactions across brands
— Outcome & Learnings
The unified system improved navigability across brands, reduced friction in product discovery, and created a more cohesive end-to-end shopping experience.
Key Results:
Clearer cross-brand navigation patterns
Improved scannability across dense product listings
A scalable foundation supporting continued brand expansion
What I Learned:
Designing at scale requires shifting from page-level thinking to system-level decision-making.
This project demonstrates my approach to system-driven commerce design - unifying complex brand ecosystems into cohesive, scalable experiences that support both user confidence and long-term business growth.
