Gotandem: Redesigning B2B Procurement for Maximum Impact

I'm excited to share the work I did on Gotandem. Gotandem is a B2B procurement platform that helps companies centralize purchasing and control spend. Teams across offices, coworking spaces, and retail chains can source, approve, and track recurring purchases, everything from office supplies to pantry goods, through a single system.

I led product design and go-to-market initiatives, focusing on conversion, operational efficiency, and user satisfaction.

Role: Lead Product Designer (product design, go-to-market strategy, conversion optimization, and cross-functional collaboration with product and engineering).

The backend was already powerful. The product experience didn't match it yet.

The interface felt outdated, inconsistent, and cluttered. Core workflows like sourcing, approvals, and recurring orders were full of friction. Navigation was unclear. UI patterns weren't standardized. Users often felt overwhelmed rather than in control.

The real challenge was simplifying complexity: bringing consistency, clarity, and confidence to a high-frequency B2B procurement workflow without stripping away the power that made the platform valuable in the first place.

I partnered closely with product and engineering. We ran tight feedback loops, staying aligned from early exploration through final handoff so that what we shipped was both usable and strategically sound.

We talked to procurement managers, finance teams, and the people actually placing orders. We mapped their current workflows and found the same friction points again and again: long approval chains, confusing product catalogs, and almost no visibility into recurring orders.

Quantitative data confirmed what the interviews suggested. Checkout and approval flows had clear drop-off points. People were abandoning processes that should have felt routine. Those insights became the foundation for the redesign.

We simplified the ordering flow into a single-screen multi-item checkout. Managers received role-based dashboards that provided real-time visibility into team spend and recurring orders. We introduced smart recommendations and recurring order templates to cut decision fatigue and accelerate approvals.

Micro-interactions, notifications, and progress indicators were prototyped and tested with engineering. Small signals of progress and clarity built trust in a process that used to feel opaque.

The loop looked like this: map the pain, design the simplified flow, prototype the critical moments, test with real users, measure the drop-off, refine, and ship. Then we did it again.

We partnered with sales and customer success to put the new onboarding and approval flows in front of pilot clients. Feedback and conversion analytics drove the next round of refinements. Nothing stayed theoretical for long.

The results were concrete:

• +35% increase in purchase completion across multi-location accounts
• Approval time cut by 50%, freeing managers for higher-value work
• NPS up 22 points, driven by clearer dashboards and simpler workflows
• Higher client retention and increased average order volume from streamlined recurring orders

In B2B product design, understanding both user needs and business goals is non-negotiable. Small workflow improvements and clear visibility can move conversion and operational efficiency more than big feature launches. And close collaboration across design, engineering, and go-to-market teams is what turns good ideas into solutions that are actually actionable, scalable, and impactful.

Gotandem already had the engine. We redesigned the experience so that engine could finally deliver the control and confidence its users needed. The numbers showed it worked. More importantly, the people using it every day felt the difference.

Gotandem already had the engine. We redesigned the experience so that engine could finally deliver the control and confidence its users needed.

Masudur Rahman