An E-commerce Platform for Small Business Owners

WIBO is a private non-profit committed to supporting small business owners and budding entrepreneurs from underserved communities.
iPhone mockup

Workshop in Business Opportunities (WIBO) is a private nonprofit committed, a private non-profit organization founded in Harlem in 1966

WIBO is a private nonprofit committed to supporting small business owners and budding entrepreneurs from underserved communities.

Product strategy
User research
UI design
Usability testing
Design system
4 UX consultants
(Carmen Wong, Katherine Carreño, Matthew Chen, Aleksandra Siabriuk)


2019 (project on hold due to COVID)

Design an intuitive and effective way to build the
seller's e-commerce platform

The challenge involves engaging WIBO business owners in several key tasks: registering on the e-commerce platform, creating profiles, and setting up their product and/or service pages.


Build a seamless experience for WIBO alumni despite different levels of tech and e-commerce knowledges


Conducting Business Owners Interviews

Initial Interview

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

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.

Key Insights

Business owners are uneducated


Mobile is the primary device


Poor time management


Level of tech-savvies vary


Request social media integration

Stakeholder Meeting

Target user changed after stakeholder meeting

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

WIBO Alumni 1

After our research presentation, the stakeholder

WIBO Alumni 2

After our research presentation, the stakeholder

how might we

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

User journey

Feeling overwhelmed when researching

Overall the male customers is spending extra time going to stores, then researching diamonds. He also gets hints from his partner or family members about the perfect ring to buy. While female users are involved in the buying process to varying degrees.

Competitive Analysis

Analyzed 10 e-commerce sites key features

The goal was to define the most popular and useful features across different platforms and outline those that would work for the WIBO project.

  • What features work well
  • What features don’t work so well
  • Common patterns in the sector
  • New patterns or features that offer inspiration

3 main user flows

We created a user flow diagram to map every step of the user interaction required to achieve the main goal of the platform.

  • Onboarding process
  • Set up profile
  • Create listing

Mobile First Approach: 80% access

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.



1st Usability Testing


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

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 Insights

Make wizard search visible

It’s challenging to see the wizard search for uneducated customers

Add retailer reviews available

Built a space of trust and customer's confidence

Highlight AR icon

Customers are not familiar with this technology

Moving high fidelity wire frame after feedback

final design

Final Result

I iterate and test 2 more times, each design upon base on customers feedback the suggestions of the previous focus on 3 main flows and the new design allows business owners to set up their shop seamlessly.

1. Add Progress Bar

Users are confused with flow during the first testing

2. Action per screen

Users feel exhausting and draining process

3. Add info icon

Users are not familiar with terminology

4. Add "Other" Category

Products are varied

Design System

Designed the icons and UI illustrations for this project. The application used overall of blue color so it can emphasize its reliability. Simple icons drawn with lines create a neat and minimal look. The application uses a lot of illustrations to be emotionally appealing and to make users feel enjoyable.



One of my biggest learnings, from this project was that how well a team works together really makes or breaks a project. This helped me to communicate implementation limitations better and to understand the designer’s vision. Whenever I used to finish designing, I regularly ask for feedback, as feedback is the most important part of the design process.

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