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B2B eCommerce Application UX/UI Design

Omnia application on laptop

Omnia B2B eCommerce Application Design Overview

Omnia is an SAP ERP based solution that includes B2B / B2C and B2E products. Developed from the ground up, Omnia’s key USP for the SAP installed base is that it requires zero integration as it resides wholly in SAP ERP.

The challenge was to design an application for B2B eCommerce that fulfilled a lot of generic requirements that could be adapted for multiple businesses. It was imperative that this was a UX led project. Our UX research and design teams reviewed many of the guidelines and research topics surrounding B2B and were able to design ingenious and efficient ways of pushing data out to the customer in an easily digestible format, making the whole experience of using the eCommerce system both engaging and efficient.


Based on UX design, our UI teams were able to design and prototype all aspects of the customer experience across the eCommerce journey and the account management sections. Designing a system that could be rebranded for multiple customers was a great challenge, but one that our UI teams relished. A clean and professional layout was delivered that has enabled a product to be easily adapted for a multitude of market sectors. Fully responsive, but also adapted to give an experience that suits mobile devices, the application does not merely stack and collapse down, it introduces new ways of displaying and managing information that work seamlessly on a mobile device.

Colour Palette

Omnia uses a green, black and grey palette, but has been designed in such a way that these colours can be converted to the end customer branding with relative ease.

Omnia brand colour swatch



Omnia brand colour swatch



Omnia brand colour swatch



Omnia brand colour swatch



Omnia brand colour swatch

Omnia Dark


Omnia brand colour swatch

Omnia Green



Open Sans was used across the application in various weights, sizes and colours. As a Google font, this is available to use across multiple devices. Again, this can be easily replaced across the application based upon the end customers corporate identity.

Omnia font

Font Family: Open Sans


Font awesome was used across the application so that changes for our customers could be made efficiently in terms of colours, sizes and tailoring for bespoke functionality.

Omnia iconography
Omnia invoices screen

UI Components

The UI for Omnia was designed as built from the ground up. It is flexible enough to allow for themes / custom skins to be applied for resale, whilst still retaining robust and efficient user experience. Omnia’s UI has been designed and developed based on extensive requirement gathering around functionality, ongoing UX research and feedback from user testing.

Omnia primary button styling Omnia secondary button styling
Omnia ecommerce screen
Omnia ecommerce screen

On Page Marketing

The product and purchasing journey, as well as the account management dashboard allows for customers to allocate marketing content without impacting on the overall structure of the site. Our design teams offer marketing support resources to our clients to enable them to offer engaging marketing content across an Omnia eCommerce or customer portal implementation.

Omnia responsive application on ipad
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With Omnia, our goal was to create a really engaging experience for the end user, whilst designing an efficient yet beautiful interface that we can continually expand upon. I think we have designed something truly user focused for clients looking for a flexible B2B eCommerce solution.

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Marcus Castle Creative Director, Weaveability

Get in touch

If you think we’d make a great partner for your business, get in touch and let’s discuss how our creative and technical expertise can bring you clarity and risk-free accelerated growth.

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