Winnie Li

Director, UX Luminos Labs

Winnie leads user experience design at Luminos, working across the complex B2B and B2C commerce implementations that define the company's client base. Her work spans full-scale redesigns and platform migrations to targeted improvements on existing platforms, always with the same focus: making complex commerce environments easier and more intuitive for the people who use them every day. She has deep experience with the specific UX challenges of B2B commerce: account hierarchies, customer-specific pricing, complex search and discovery, and the organizational dynamics that make B2B digital experiences harder to get right than B2C.

Day 2

10:20 AM Keynote Partner Presentation | Reachable Depth - How Thorlabs rebuilt global B2B commerce around the way scientists and procurement teams actually work

Sophisticated technical products often require sophisticated buyers. Customers need to navigate complex product families, specifications, compatibility requirements, regional rules, and institutional procurement systems before they can place an order.

In this keynote, Thorlabs eCommerce Manager Dan Daranciang and Luminos Labs Director of UX Winnie Li will share how Thorlabs transformed a decade-old, homegrown commerce environment into a modern global buying experience designed around the way scientists, engineers, and procurement teams actually work.

The transformation included an integrated tech stack, a mobile-first customer experience, multilingual content management, search across deeply technical product and content hierarchies, region-specific commerce logic, and a scalable solution for institutional buyers with wildly different local requirements.

Dan will share the business challenges, customer needs, internal decisions, and outcomes that shaped the program. Winnie will explain how Thorlabs preserved the technical depth and distinctive experience its customers relied on while making products easier to discover, evaluate, and purchase.

Attendees will leave with practical lessons for modernizing complex B2B commerce without forcing customers into oversimplified journeys or creating new operational burdens for internal teams.

Check out the incredible speaker line-up to see who will be joining Winnie.

Download The Latest Agenda