ELASTIC
WHITEBOARD
I built a visual merchandising and presentation system that pushed the product beyond standard B2B ordering software. Instead of stopping at order entry, it gave brands a way to build rich, shoppable sales materials inside the platform itself.
A STRONGER
PRODUCT IDEA
Standard B2B ordering software solves the transaction. It does not solve the sales process. This work came from recognizing that brands needed visual selling tools, assortments, and presentation workflows, not just better forms.
- Rich shoppable presentations inside the platform
- Line sheets, assortments, and whiteboard-style selling flows
- A workflow that felt closer to how sales teams actually worked
“If anyone can use Amazon, they can enter an order on Elastic.”
SYSTEM LAYERS
Catalog Templating
I built an HTML/CSS-based system for recreating each brand's catalog language digitally, so the product could preserve brand identity instead of forcing everybody into the same generic layout.
Authoring Harness
The template system had enough structure that template creation could be delegated operationally instead of requiring constant engineering involvement.
PDF Pipeline
I built an automated print-to-PDF pipeline with headless Chromium so the digital merchandising workflow could still support high-quality printable output.
Whiteboard Canvas
The whiteboard itself was a browser-side canvas system for building visual assortments, line sheets, and fully merchandised presentations that stayed connected to the ordering workflow.
WHAT IT
CHANGED
This work pushed the product beyond standard wholesale ordering and into branded merchandising workflows that helped clients sell more effectively, reduce print dependence, and adopt the platform more deeply.
Sales Impact
Elastic case-study material attributes up to a 21% direct increase in B2B sales to the platform's visual merchandising tools and ease of use.
Print Savings
Stanley-PMI reportedly saved about $100,000 per season in print costs by shifting more of the catalog workflow into the digital product.
Merchandising Performance
A footwear case study reported an average 103% increase across key KPIs tied to collection-builder and visual selling workflows.
User Preference
Whiteboards, collections, and custom line-sheet workflows were repeatedly cited as favorite features because they made the software feel closer to the real sales process.
WHY IT
WORKED
This is one of the clearest examples of me finding a stronger product solution than the obvious one. Instead of just improving order forms, I built tools that matched how people actually sold.
Beyond Standard B2B Ordering
The product did not stop at order entry. It gave brands a way to visually merchandise, build assortments, and tell a sales story inside the same system.
Canvas + Browser Rendering
I used a React-based canvas rendering approach so the browser could handle rich layout, visual editing, image generation, and PDF composition without shipping the work out to a separate desktop tool.
Digital + Printable
The point was not replacing physical sales materials with something weaker. The point was making digital workflows richer while still supporting the print output teams actually needed.
A Stronger Product Idea
This is one of the clearest examples of me finding a stronger product solution than the obvious one: instead of just improving order forms, I built tools that matched how people actually sold.