TIRE WHOLESALE
REPLATFORMING.
Architecting a $100M+ GMV commercial backbone from 0 to 1—a mission-critical B2B ecosystem serving 110+ distribution centers with 24/7 reliability.
Client
TBC Brands
Platform
B2B Ecommerce
Region
North America
Scale
110+ Distribution Centers
Methods
Heuristics · User Testing · Material UI
System Uptime
24/7
Mission-critical ordering
Network Coverage
90+
Metro areas served nationwide
Architecture
Co-Built
From ground up w/ Lead Engineer
Lifetime GMV
$100M+
Platform lifetime value
I co-designed and co-built TreadXpress alongside the Lead Engineer at TBC — starting from a blank canvas and delivering a production-grade wholesale ordering platform used 24/7 across 110+ distribution centers. The platform became the commercial backbone of TBC's wholesale network, compounding to $100M+ in lifetime GMV and serving 90+ metro areas nationwide.
The Objective
Modernizing B2B
Wholesale Ordering.
The Friction
TBC's wholesale ordering ran on a fragmented legacy system — zero post-purchase visibility and manual consolidation that couldn't scale to the complexity of a 110+ DC network.
The Lever
Prioritizing reliability over aesthetics. Leveraging a "Material-lean" architectural approach for high-velocity ordering—clear, predictable, and resilient for heavy daily power-user volumes.
The Outcome
A unified B2B commercial backbone handling FTL/LTL and JIT logistics in a single flow. Scaled to serve 90+ metro areas with $100M+ lifetime GMV.
Phase 1 · 2019
Building the Core Platform.
The FrictionNetwork Complexity / Architectural Debt
TBC's wholesale network relied on a fragmented, manual ecosystem where 110+ Distribution Centers operated as siloed units. Freight consolidation, JIT routing, and order entry were handled via phone and fax, creating an opaque supply chain with zero real-time visibility for high-volume buyers.
No unified ordering interface — buyers used phone, fax, and email across different distribution centers
Freight logic (FTL/LTL, JIT) — was handled manually, creating errors and delays
Product discovery — was near-impossible across thousands of daily SKUs with no search or filtering
Post-purchase visibility was zero — no tracking, ETAs, or self-service invoicing
The LeverEnd-to-End Distribution UX
Discovery
Predictive search & high-volume filters designed for power-buyers who manage thousands of SKUs daily.
Checkout
Intelligent carts handling automated freight routing, pricing tiers, and DC-network selection.
Management
Post-purchase visibility suite for real-time tracking & automated invoicing.
Due to the proprietary nature of this platform, detailed UI screens and sensitive distribution workflows are unavailable.
The platform launched and scaled to 24/7 commercial ordering across 90+ metro areas. I remained embedded as the platform evolved — running heuristic audits, moderated user testing, and iterative design sprints as the wholesale network grew. The system became the commercial backbone of TBC's national distribution operation, compounding to over $100M in lifetime GMV.
Phase 1 · Built With
Lead Engineering
Partnered directly with the Lead Engineer to rebuild from the ground up utilizing Material UI — Google's premier design system for React — to ensure enterprise-grade consistency, accessibility, and high-velocity development.
Strategic Design Insights
B2B Unified
Platform.
Phase 2 focused on scale—consolidating TreadXpress and NTW into a single omnichannel experience driven by Coveo AI search and a Parallel Cart Architecture.
Adaptive Dashboards
IAM-Driven
Personalization.
A multi-tenant system where user roles dynamically reshape the interface, serving five distinct buyer personas through a single core platform.
Architectural Fluidity
Parallel Cart
Logic.
Decoupled micro-funnels allowing buyers to curate high-volume FTL (Full Truckload) orders while simultaneously executing time-sensitive JIT (Just-In-Time) purchases.
View Technical Strategy & Logistics NUANCE
FTL vs LTL Logic
Wholesale buyers manage inventory across two speeds. My design introduced a "Freight-Specific Funnel" that optimized for Full Truckload pricing tiers while preserving the ability to LTL (Less Than Truckload) items for immediate gaps.
Material-Lean Architecture
By utilizing a custom extension of Material UI, I reduced the CSS footprint by ~40% and improved interaction stability for high-frequency keyboard-only power users who process order entries in under 90 seconds.
The Unified Platform — Phase 2
This work contains confidential designs for a planned platform consolidation of TreadXpress and NTW. Access is restricted to protect client intellectual property.
Access Information
Password included with select resume submissions or available upon request for invited reviewers.
Phase 3 · Impact
Principal Reflections.
Being the Only Designer Is a Forcing Function
Working solo alongside a Lead Engineer meant I had to make decisions fast, own every tradeoff, and communicate in engineering language as much as design language. That constraint made me a better systems thinker.
B2B UX Is About Trust, Not Delight
Consumer design rewards novelty. Wholesale buyers reward reliability. Every non-standard pattern was cognitive overhead on someone who needed to process 500 line-items before noon. The 'Material-lean' principle emerged from watching power users fight against creative UI.
Research Infrastructure Is a Design Deliverable
The moderated testing ecosystem wasn't a tool I built to run research — it was a deliverable that outlasted me. Future designers and researchers could use it without me in the room. Designing the system for handoff rather than personal use is a principal-level default I now apply to everything.
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