Tradeling (B2B E-commerce)

Organisational challenges
Tradeling is a new startup based out of Dubai, UAE. I started as the Head of Design with a small team of 4. My team and I started to create a strong digital brand with simple, intuitive UX in a complex B2B E-commerce platform.

For the MVP launch, we have designed an end to end journey for buyers and sellers to trade within the Region. We created a vibrant design that showcased the colour of the region. When I joined Tradeling the frontend was a mishmash of experience that been launched by developers without any design input.

Initiatives
My role at Tradeling was to hire and lead a team that could look at the user experience of the platform. We needed to create an intuitive experience that helped suppliers and buyers in the region interact with the product.

• I hired design talent within the region and started to build a network of local talent.
• I Partnered with the Brand team at Tradeling to create their new brand identity and how it translates into a brand experience on the website
• Led on design system creating reusable, accessible components that could be used across the website.
• Working with multi-disciplinary teams to create an intuitive User Experience.

Outcome

• Created simple and intuitive navigation and search
• Redesign of all pages Product Description Page (PDP), Product Listing Pages (PLP), Wallet
• Redesign of backend architecture for suppliers to add their products
• Sketch library assets

Unfortunately, because of the Global Pandemic, my role was made redundant.