Workshop in Business Opportunities “WIBO” is a non-profit bringing small business development workshops to undeserved communities since 1966. WIBO’s mission is to enable small business owners and budding entrepreneurs from underserved communities to obtain financial success by starting, operating, and building successful businesses that develop economic power, provide jobs, and improve communities.


The challenge is to design an intuitive and effective way to engage the WIBO business owners to be able to register, create profiles, set up their product and/or service pages to be able to sell on the e-commerce platform.


To better understand the context in which WIBO alumni run their business, we began our explorative research by conducting 8 hour-long interviews through video calls and in-person.


We focused on 3 crucial pieces of the process:

Set up profile

Add Social Media Integration

Simple & Single Screen Account Creation

Motivation tone and gamify experience

We made the onboarding and listing process more engaging by using friendly tones and gamified the experience.

Flexible Listing

Business owners can add their information whatever they want.

Click to see prototype

My contribution

Product strategy User research UI design Wireframe Prototype

The team

1 × product managers 4 × ux consultant





Conducting User Interviews

At the discovery phase of the project, we conducted 4WIBO and 4 non-WIBO business owners interviews in order to understand the landscape and their pain points while running their businesses.

After conducting the interview with BO, our team used an affinity map to organize many ideas into groups with common themes or relationships. It helps us to  analyze large amounts of data and discover relationships which allow a design direction to be established based on the associations.

Key Insight

  • Business Owners are time-poor
  • Level of tech-savvies vary
  • Mobile is the primary device
  • Importance of social media integration

Competitive Analysis

We analyzed 10 e-commerce sites by comparing registration and on-boarding processes as well as key features of 10 e-commerce direct and indirect competitors. The goal was to define the most popular and useful features across different platforms and outline those that would work for the WIBO project

Some of the questions we were trying to answer:

  • What are the “star” features of these apps?
  • How does collaborative selling work on these competitive platforms?
  • What is the visual structure and user interface of these platforms?

Key Insights

  • only 1 platform out of 10 is offering services for sale (something that our customers need)
  • 8 platforms offer pre-designed layout to save time and effort for busy entrepreneurs
  • 9 platforms offer internal inventory management tool
  • only 4 platforms have social media integrations available

Stakeholder Feedback

After our research presentation, the stakeholder expressed that they gave us a more advanced user-base than they originally intended, we should also target users were:

  • Recent graduates from the WIBO program
  • No experience with facilitating their business through e-commerce channels

How might we make a seamless experience for WIBO alumni despite different levels of tech and e-commerce knowledge?


User Flow

We created a user flow diagram to map every step of the user interaction required to achieve the main goal of the platform. Creating a user flow helped me to get a more defined sense of the big picture for this product. I could see where the key interactions would take place and where the three main user flows needed to be developed.

  • On-boarding process
  • Setting up an account
  • Listing a product

Brainstorming Sketches

We sketched each iteration and added the elements and screens that were necessary to reach users' goals, to quickly see which ideas worked best. As we sketched the process, the onboarding process became clear to us. Through the sketches, I could test different features, building from ideas generated in the brainstorming.

Mid-fidelity Wireframes

We created a mid-fidelity prototypes to test the designs with users and understand how the solutions works based on the insights.

We used Sketch and Invision to create low fidelity prototypes of two essential processes

  • On-boarding
  • Listing a product

User Testing

All participants had different business backgrounds and tech proficiency, which allowed us to collect extremely useful feedback on the prototype.

Goals of the user testing:

  • Is the guidance provided for the onboard, set-up, and listing processes helpful and clear?
  • Is our integration offering a valuable feature to users?
  • How can current features and content be improved for users? .

Key Insight

The majority of users liked the presence of guides to facilitate their storefront setup. They were all pleased to see social media integrations.

  • Exhausting and draining process to register, create profile, list, sell
  • Struggled to find the right button to click to complete the task
  • Struggled with the categories section
  • Users were not familiar with e-commerce terminology

Changed based on user feedbacks

Add Progress bar

Users are confused within a flow.

Add info icon

User are not familiar with e-commerce terminology

Add “Other” to the category

Users struggle with the categories section. We eliminated the sub-category and collect detail category list through the tag system.


Research is a must

I couldn’t have designed a product users love without the help of the people who will actually use it. The user survey revealed unexpected information and made it possible to adapt the product to users’ needs.

The user is always right

Conducting user testing and evaluating users feedback at various stages helped me to discover and eliminate pain point at early stages.

Good Garms logo
Good Garms logo
A selection of sustainable clothes on Good Garms
Image of the Good Garms website
Three images showcasing the Good Garms product
Two close-up photos of garments


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