Staples / Project / 2018

Staples Pro: Mobile commerce for mid-market customers

Overview

As digitally native, efficiency-driven professionals reshaped procurement behaviours, Staples identified a gap in how it served its mid-market customers.

While these buyers were active on Staples.com, the absence of a purpose-built mobile experience limited engagement, repeat purchasing, and long-term loyalty.

To address this, Staples initiated Staples Pro - a dedicated mobile platform designed to strengthen retention and deepen customer value.

Hero MotoCorp’s Mavrick 440, a new addition to their premium segment, needed a dynamic digital presence to complement its launch.

The project focused on designing a responsive website that spanned the entire launch journey-from building anticipation pre-launch to showcasing the bike and driving engagement post-launch.

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Scope

Design a mobile-first commerce experience tailored to mid-market buyers - integrating core purchasing workflows with a loyalty-driven value framework.

My Role

As UX Design Lead, I led the project from 0 to 1 - owning both the product strategy and end-to-end design execution.

My Team

Myself

Timeline

6 months

Goal

How might we translate Staples’ B2B value proposition into a mobile platform that strengthens retention and increases lifetime value among mid-market customers?

Commerce efficiency

Simplify high-frequency business workflows - including search, reordering, and account management - to enable fast, repeat purchasing on mobile.

We reimagined the vision - positioning Hero to make golf more inclusive, accessible, and culturally relevant.

Loyalty by design

Integrate a tiered rewards framework directly into the purchasing journey, reinforcing repeat behaviour and long-term engagement.

We reimagined the vision - positioning Hero to make golf more inclusive, accessible, and culturally relevant.

Business-ready experience

Align features and interface patterns with mid-market expectations - balancing convenience, control, and scalability for growing teams.

We reimagined the vision - positioning Hero to make golf more inclusive, accessible, and culturally relevant.

Design Approach

Given the commercial ambition and diverse buyer behaviours, we focused on high-impact decisions that directly supported repeat purchasing and loyalty adoption.

Customer grounding

Deeply analysed mid-market buyer behaviours to anchor the product in real procurement patterns and constraints.

Value-critical touchpoints

Identified high-frequency commerce moments where reducing friction would most influence repeat use.

Modular mobile flows

Designed adaptable interaction models supporting both rapid reorders and more complex purchasing workflows.

Elevated brand expression

Refined the visual language to align with Staples’ identity while improving clarity, hierarchy, and mobile usability.

Design Highlights

Loyalty embedded directly into the purchasing experience.

A tiered rewards framework anchors the Staples Pro app - incentivising repeat behaviour while aligning benefits with mid-market purchasing patterns.

Around this foundation, the mobile experience supports end-to-end commerce - from onboarding to reordering - combining intuitive navigation, contextual prompts, and streamlined workflows to reinforce retention at every interaction.

Impact

Launched as Staples Advantage, surpassing 50,000+ downloads and accelerating B2B mobile adoption.

The product aligned cross-functional stakeholders around a renewed mobile strategy for mid-market customers, establishing a scalable foundation for loyalty-led commerce.

Post-launch traction translated into increased B2B ordering and stronger repeat engagement - validating the mobile-first approach.