Project Timeline:

My Role:

Tools:

12 Weeks

Role: Product Designer (UX/UI)


Jira, Figma, Mural, Wave, Maze, Sketch,
Notion, Material design guidelines, feedback plugins figma

Initial Problem Discovery

Why was there a disconnect between members needs and the system BizX had in place 

User Goals

Business Goals

The Problem

BizX members struggled with an outdated, process that made buying and selling slow, frustrating, and inefficient.




This created:

  • Friction for members who wanted speed and autonomy.

  • Time drain for BizX staff acting as middlemen.

  • Limited visibility for buyers to discover listings in real time.

Constraints


Legacy System Integration

  1. Adoption Risk

2. Consistency

3. Internal constraint

My Role

As design lead I was asked to redesign the marketplace process to make it easier to use while increasing functionality to account for more member to member transactions



Team


3 Product Managers
1 Marketing manager (occasionally)
 1 Product Designer
1 Ceo
 Engineering team outsource - communicated with head of the team via zoom at odd hours..

White paper Research

I wanted to dive deeper into our users' cognitive insight and really understand at a broader scale the human factors that play a role in their behaviors and feelings.

75 %

Competitive Analysis

User Interviews

What challenges or frustrations do you usually face when trying to list an item or service?

  1. If you could change one thing about how listings are posted, what would it be?

  2. How do you usually discover items or services on BizX, and what makes that easy or difficult?

  3. What makes you trust (or not trust) another member’s listing?

  4. Have you used other marketplaces like Facebook Marketplace or OfferUp? What felt easier or better about those?

Insight & Analysis

Key Insights

Frustration with Manual Process
“I don’t have time to email BizX every time I want to sell something. By the time it goes out, it’s too late.”

Lack of Visibility
“I never really know what’s available unless I catch one of the emails and the website is way too old”

Desire for Self-Service
“I want something quick, like posting on OfferUp or Facebook. Just snap a photo, add a price, and done.”

Trust & Transparency
“If I buy from another member, I want to see who it is and know I can trust them.”

More specifically, I found that my interviewees were nearly 3x more likely to post regularly if they had a simple self service option compared to relying on BizX staff.

How might we...

How might we make it easier for members to post and manage their own listings without relying on staff?

Testing Design Concepts

One-Page Listing Form

Smart Self-Service

Template-Based Self-Service

Determining the flows of this app 

  1. Create a Listing (Seller Flow)

  2. Browse & Discover Listings (Buyer Flow)

  3. Inquire & Purchase (Transaction Flow)

Testing + improvements

First major improvements

  1. Added Progress Indicator in Listing Flow

  • Users said they felt uncertain about how long it would take to create a listing and wanted to know where they were in the process


  • Added a progress indicator at the top of the screen

Testing + improvements

First major improvements

2. Autosave listing drafts

  • “Sometimes I start posting, then I get pulled into a call and i don’t want to redo everything”

  • listings now save automatically

  • This ensured that every step of progress was preserved automatically, so members could return later and seamlessly pick up where they left off

Testing + improvements

First major improvements

3. A More Personable Homepage

  • During testing, users mentioned they wanted to quickly see their BizX balance
  • Prioritized quick access actions like “Add funds” or “ Send.”
  • This shift made the homepage more intuitive and personable, giving members a sense of ownership and immediate value every time they opened the app.

Site Map

To ensure a clear and intuitive user flow, I created a site map that maps out the key pathways within the BizX app. The map highlights important states such as active, sold, drafted, and pending approval listings, as well as support resources like marketplace rules and how to guides. By visualizing these pathways, I was able to identify potential friction points and ensure that members could navigate seamlessly between creating, managing, and purchasing listings.

User Flow

I created a user flow for a member selling an item to map out the key decisions and actions in the listing process. This helped me validate that the redesigned flow was intuitive, reduced friction, and aligned with familiar marketplace patterns.

Creating a listing

  • Reduced Staff Dependency

  • Streamlined and Transparent Posting Experience

  • Smarter, More Reliable Listings

Browse and purchase

  • Simplified Buyer Journey from Discovery to Purchase

  • Integrated Messaging for Instant Communication

  • Transparent Transaction and Confirmation States

Gradient → Flat UI design

  • Built from white to maintain clean UI

  • Removed gradient changed to main color to fit WCAG standards

Success Metrics

To measure success, I tracked how quickly and easily members could complete a core task:

  1. creating and publishing a listing

  2. Purchasing an item on the marketplace

Success was defined by:

  • Task completion rate
    92% of participants were able to successfully publish a listing without staff assistance (up from 40% under the old process)

  • Time on task
    Average time to post an item dropped from ~10 minutes (with email back-and-forth) to under 3 minutes

  • Error rate
    Usability issues (e.g., missed fields, confusion on fulfillment options) were reduced by 65%

If Ii had more time.....

  1. Ai & Advanced recommendation system

  2. Analytics dashboard

Takeaways & What id do different

1. Design decisions should evolve with user behavior.


2. Continuous feedback is key

Illustration Set

To enhance the visual narrative and build out the brand system for HealthHub, I created a set of minimal, clean-line illustrations tailored for healthcare and mobile-first interfaces.

The goal was to craft visuals that felt light, modern, trustworthy, and easy to understand aligning with the calm and supportive tone required for healthcare digital products.

Before jumping into detail, I established the basic shapes and proportions using framed boxes and a consistent grid.

I focused on:

  • silhouette clarity

  • visual balance

  • recognizability

Using the Pen Tool and Shape tools in Figma, I created:

  • consistent stroke thickness (2 px)

  • rounded caps + joints

  • simplified geometry

  • clean, single-path outlines where possible

This ensured a flexible and scalable system.

Adding Visual Hierarchy

Tiny details like:

  • thicker outline for primary objects

  • smaller strokes for secondary details

  • larger spacing between elements

  • intentional negative space

helped make the illustrations feel airy and modern.

I grouped elements, flattened paths, and prepared:

  • SVG files for scalability

  • PNG exports for case study display

  • version variations (filled vs line)

  • components so future assets follow the same style

Motion Extension

To enhance clarity and engagement, I extended the static line art illustrations into subtle motion animations.
The goal was to bring the visuals to life while preserving the simplicity and restraint of the original system.

Each animation uses minimal, purposeful micro-interactions such as gentle pulses, soft scanning movements, and conversational cues to reinforce meaning without distracting from the content. Motion was treated as a supporting layer, not decoration, ensuring the illustrations remain calm, accessible, and scalable across product touchpoint.