Tradeling (B2B E-commerce)
The UX Challenge: Defining a Strong Digital Brand for Tradeling
As a new startup in the B2B e-commerce space, Tradeling needed a strong digital brand paired with a simple, intuitive UX to support a complex buyer-seller ecosystem. When I joined as Head of Design, the frontend experience was fragmented—a developer-led mishmash with no design input. My challenge was to establish a scalable, user-friendly experience that enabled seamless trade within the region.
The UX Solution
To create a cohesive, user-centric platform, I led initiatives that:
- Built & Led a Regional Design Team – Hired local design talent to bring in regional insights and expertise.
- Created Tradeling’s Digital Brand Identity – Partnered with the Brand team to translate the company’s vision into a vibrant, culturally relevant digital experience.
- Developed a Scalable Design System – Designed accessible, reusable UI components to ensure consistency across the platform.
- Redesigned the Buyer & Seller Experience – Simplified navigation, search, and transaction flows to make B2B trading intuitive.
- Optimized Supplier Workflows – Overhauled the backend architecture to streamline product onboarding and management.
- Fostered Cross-Functional Collaboration – Worked closely with engineering, product, and marketing teams to align on design best practices.
Outcome & Impact
- Seamless Buyer & Seller Journeys – A fully redesigned PDP, PLP, Wallet, and supplier management system.
- Intuitive Navigation & Search – Enhanced usability and product discoverability.
- A Unified, Scalable Design System – Created a Sketch library with standardized assets to maintain consistency.
- Stronger Regional Brand Presence – A visually compelling design that reflected the color and vibrancy of the region.
Unfortunately, due to the global pandemic, my role was made redundant. However, the foundation we built positioned Tradeling for long-term success, ensuring a seamless, user-friendly experience in the evolving B2B e-commerce landscape.