Ideation-To-Shipped
B2B Wholesale Ecommerce
B2B Wholesale Ecommerce
B2B Wholesale Ecommerce
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
Year
2019-2020
Year
2019-2020
Year
2019-2020
Client
TBC Brands
Client
TBC Brands
Client
TBC Brands
Industry
B2B Wholesale Platform
Industry
B2B Wholesale Platform
Industry
B2B Wholesale Platform
Role
Principal UI/UX
Role
Principal UI/UX
Role
Principal UI/UX
Scope
End-to-end platform build
Scope
End-to-end platform build
Scope
End-to-end platform build
Duration
6 Years
Duration
6 Years
Duration
6 Years
Teams
Product, Engineering, Digital Analystics, Brand
Teams
Product, Engineering, Digital Analystics, Brand
Teams
Product, Engineering, Digital Analystics, Brand
Wholesale Online Ordering Platform
TBC Brands | Late 2019–2025
Overview
For over five years, I’ve been the lead UI/UX designer on TreadXpress, TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory, detailed product info, and streamlined invoicing—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
I partnered closely with the Lead Engineer to redesign and rebuild the platform from the ground up—replacing the aging TreadXpress platform with a modernized architecture, new server/codebase, and a complete Material UI–based experience—and I’ve stuck with it ever since, iterating, refining, and guiding its growth into new areas. At its heart, my focus has always been making complex commercial buying feel fast, clear, and confident, no matter how tricky the behind-the-scenes logistics get.
Phase 1: Building the Core Platform (From 0 to Launch)
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Phase 2 — Iterative improvement & UX maintenance (5 years)
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
{
Get in touch
}
Let’s shape what’s next.
Lea Wenban
Senior/Principle Product Designer (UI/UX)
I build robust enterprise experiences—design systems, end-to-end journeys, and clean UI that goes from concept to launch without drama.
That said, I’m a real person who’s easy to work with, keeps ego in check, and loves constructive critique (bring it on!).
Coffee’s on me (virtually) — drop me a line.
Ideation-To-Shipped
B2B Wholesale Ecommerce
B2B Wholesale Ecommerce
B2B Wholesale Ecommerce
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
Year
2019-2020
Year
2019-2020
Year
2019-2020
Client
TBC Brands
Client
TBC Brands
Client
TBC Brands
Industry
B2B Wholesale Platform
Industry
B2B Wholesale Platform
Industry
B2B Wholesale Platform
Role
Principal UI/UX
Role
Principal UI/UX
Role
Principal UI/UX
Scope
End-to-end platform build
Scope
End-to-end platform build
Scope
End-to-end platform build
Duration
6 Years
Duration
6 Years
Duration
6 Years
Teams
Product, Engineering, Digital Analystics, Brand
Teams
Product, Engineering, Digital Analystics, Brand
Teams
Product, Engineering, Digital Analystics, Brand
Wholesale Online Ordering Platform
TBC Brands | Late 2019–2025
Overview
For over five years, I’ve been the lead UI/UX designer on TreadXpress, TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory, detailed product info, and streamlined invoicing—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
I partnered closely with the Lead Engineer to redesign and rebuild the platform from the ground up—replacing the aging TreadXpress platform with a modernized architecture, new server/codebase, and a complete Material UI–based experience—and I’ve stuck with it ever since, iterating, refining, and guiding its growth into new areas. At its heart, my focus has always been making complex commercial buying feel fast, clear, and confident, no matter how tricky the behind-the-scenes logistics get.
Phase 1: Building the Core Platform (From 0 to Launch)
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Phase 2 — Iterative improvement & UX maintenance (5 years)
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
{
Get in touch
}
Let’s shape what’s next.
Lea Wenban
Senior/Principle Product Designer (UI/UX)
I build robust enterprise experiences—design systems, end-to-end journeys, and clean UI that goes from concept to launch without drama.
That said, I’m a real person who’s easy to work with, keeps ego in check, and loves constructive critique (bring it on!).
Coffee’s on me (virtually) — drop me a line.
Ideation-To-Shipped
B2B Wholesale Ecommerce
B2B Wholesale Ecommerce
B2B Wholesale Ecommerce
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
Year
2019-2020
Year
2019-2020
Year
2019-2020
Client
TBC Brands
Client
TBC Brands
Client
TBC Brands
Industry
B2B Wholesale Platform
Industry
B2B Wholesale Platform
Industry
B2B Wholesale Platform
Role
Principal UI/UX
Role
Principal UI/UX
Role
Principal UI/UX
Scope
End-to-end platform build
Scope
End-to-end platform build
Scope
End-to-end platform build
Duration
6 Years
Duration
6 Years
Duration
6 Years
Teams
Product, Engineering, Digital Analystics, Brand
Teams
Product, Engineering, Digital Analystics, Brand
Teams
Product, Engineering, Digital Analystics, Brand
Wholesale Online Ordering Platform
TBC Brands | Late 2019–2025
Overview
For over five years, I’ve been the lead UI/UX designer on TreadXpress, TBC Brands’ B2B tire wholesale platform. It’s a true 24/7 ordering system with real-time inventory, detailed product info, and streamlined invoicing—serving wholesale customers across 90+ metro areas and 110+ distribution centers nationwide.
I partnered closely with the Lead Engineer to redesign and rebuild the platform from the ground up—replacing the aging TreadXpress platform with a modernized architecture, new server/codebase, and a complete Material UI–based experience—and I’ve stuck with it ever since, iterating, refining, and guiding its growth into new areas. At its heart, my focus has always been making complex commercial buying feel fast, clear, and confident, no matter how tricky the behind-the-scenes logistics get.
Phase 1: Building the Core Platform (From 0 to Launch)
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Goal: Create a full-featured wholesale experience that handled real B2B tire orders—batch uploads, full truckload (FTL), less-than-truckload (LTL), factory direct, you name it.
What I Designed End-to-End
Homepage and onboarding — getting users in quickly and comfortably
Product discovery — smart search, filtered lists (PLPs), quick-order entry, and batch uploads
Cart and checkout — handling multi-line items, freight consolidation, pricing logic, and shipping choices
Post-purchase — real-time tracking, ETAs, invoices, status updates, and credits/returns
Account tools — saved addresses, payment methods, preferences, and self-service features
How We Worked I ran in a tight weekly rhythm: syncing with the PM and stakeholders on priorities, then working hand-in-hand with engineering through build and QA. Owning the full Material UI-based design system let us ship clean, consistent features without losing speed.
Phase 2 — Iterative improvement & UX maintenance (5 years)
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
Once live, TreadXpress became mission-critical for thousands of buyers. My day-to-day shifted to steady improvements—cutting friction, boosting clarity, and adapting as inventory and fulfillment got more complex.
Highlight 1: Order Status & Navigation Improvements Buyers needed to know exactly where their order stood without digging around. I refined the order header and status bar—better visuals, smarter messaging, clearer next steps—so they could scan and act in seconds. Result: fewer support calls and happier users.
Highlight 2: Multi-DC Product Listing Redesign Originally, users could only order from one distribution center at a time. As stock spread across multiple DCs, that made optimizing for price, availability, and delivery painful.
I redesigned the PLP and order flow to show side-by-side options from up to four DCs, with clear callouts on cost trade-offs, stock confidence, lead times, and smart routing into FTL/LTL carts. Buyers suddenly had the info they needed to make better decisions fast—less back-and-forth, higher accuracy, and more trust in fulfillment.
TreadXpress also became the foundation for NTW Tips, our just-in-time (JIT) wholesale offering, and I continued guiding the UX there to keep everything feeling cohesive.
{
Get in touch
}
Let’s shape what’s next.
Lea Wenban
Senior/Principle Product Designer (UI/UX)
I build robust enterprise experiences—design systems, end-to-end journeys, and clean UI that goes from concept to launch without drama.
That said, I’m a real person who’s easy to work with, keeps ego in check, and loves constructive critique (bring it on!).
Coffee’s on me (virtually) — drop me a line.