Valeria Benitez
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Global B2B manufacturer · EMEA and North America

One shared picture of the B2B customer, then a prototype built with AI

I led customer experience research for a global B2B business across two regions, turned it into personas and journey maps, and worked with the UX team as they prototyped a new digital experience with AI.

Covered: research, service design, AI prototyping

My role
Lead researcher and service designer. I validated the prototype against the research.
Team
The client's UX team, who built the prototype with Figma's AI tools.
Scope
EMEA and North America. July to December 2025.
Client
Confidential. Client materials are not shown on this page.

The brief

The business wanted its product and commercial decisions for a B2B digital platform to rest on real customer insight, not on each team's own assumptions.

Sales, Marketing, CX and Product each held part of the picture, in different regions. My job was to bring it together and show where the experience could improve.

What I did

I ran all of the research myself, in four steps.

Direct customer interviews were not part of this phase, so I worked with the teams who speak to customers every day. Validating the findings with customers was the planned next step.

  1. 01

    Stakeholder interviews

    Business stakeholders plus the Sales, Marketing and Customer Service teams, across EMEA and North America. July to November 2025.

  2. 02

    Team alignment

    Agreement on priority customer scenarios, constraints and what success means.

  3. 03

    Buyer personas

    Six personas, checked across both regions so every team could reuse them.

  4. 04

    Journey maps

    The end-to-end experience, with friction points and opportunities marked.

From research to an AI-built prototype

In December 2025, after I presented the findings, the UX team turned the research into a clickable prototype by prompting Figma's AI tools. I checked each version against the personas and journeys, so the prototype stayed tied to evidence.

The prototype is confidential. I'm happy to talk through the process on a call.

Independent concept · built after the engagement

A live B2B ordering dashboard you can try

Afterwards I built my own working concept with AI, using a fictional supplier and invented data, to show how I approach B2B ordering in a single view. It is not the client's product.

Order in one view

Set quantities and place an order without leaving the page.

Find the nearest source

Change the delivery point and each item shows its closest site and arrival time.

Track every order

Placed orders appear in a tracker with their current stage.

Try the live demo

What changed

Aligned Sales, Marketing, CX and Product around a shared, evidence-based understanding of B2B customers across regions.

Reusable buyer personas and journey maps informed priorities, highlighted high-impact friction points and helped teams move from isolated pilots towards coordinated experimentation.