B2B Platform Experience

As the founding Principal Product Designer at myCaribou, I was responsible for designing the company’s B2B SaaS platform from the ground up. myCaribou helps medical device manufacturers find, manage, and grow relationships with global distribution partners — a complex ecosystem that had never been supported by a dedicated digital tool.

Starting with a blank slate, I collaborated closely with the CEO, product, and engineering teams to define core user flows, establish the product’s UX foundation, and create a scalable design system. From opportunity matching to partner onboarding and performance tracking, every feature was intentionally designed to simplify fragmented workflows and support global growth strategies.

​In the medical device industry, valued at $400 billion globally, companies often face significant challenges in globalization, channel creation, and distribution. Manufacturers frequently lack the necessary market knowledge and distributor networks to establish successful global channels, leading to missed opportunities. Distributors struggle to find complementary products from global manufacturers due to inadequate tools and data. Additionally, both parties need transparent and collaborative relationship management tools, and modern solutions for managing contracts, inventory control, and payment processing are scarce, resulting in operational inefficiencies.

Beginning with comprehensive research, I sought to understand user personas and market dynamics by studying industry reports, interviewing stakeholders, and analyzing competitive products. Collaborating closely with the CEO/Product Owner, we mapped out high-level user flows using Miro and developed a prototype for our Minimum Viable Product (MVP) in Figma. This design system incorporated brand elements and essential components, allowing for rapid and consistent prototyping. The MVP was tested with an advisory group of core users, whose feedback was instrumental in refining the prototype to ensure it addressed their pain points effectively. Post-feedback, I worked with the development team to create detailed user stories and requirements in Azure DevOps, breaking down features into manageable tasks and prioritizing them based on user impact. ​

The redesigned platform successfully transformed the medical device distribution landscape by addressing critical industry pain points with a user-centered design approach. Manufacturers and distributors were empowered to establish and manage partnerships more effectively, leading to streamlined operations and increased market opportunities. The platform's intuitive interface and comprehensive features resulted in improved user satisfaction and engagement, demonstrating the importance of adaptability and user-centric design in creating impactful solutions.