Ayoba was expanding into e-commerce, requiring a marketplace that could launch across multiple countries, currencies, and regulatory environments — with no existing product to build on.
Strategic impact
Ayoba Shop enabled the platform’s entry into e-commerce by establishing a scalable, trustworthy marketplace experience from day one. The work balanced fast market entry with long-term flexibility, supporting regional expansion while keeping operational and engineering overhead low.
Shaping a product from the ground up
I led the end-to-end UX and visual design of Ayoba Shop as a greenfield product. Starting from a blank slate, I defined the core information architecture and designed the full buyer journey — from discovery and product browsing through cart and multi-currency checkout. The experience was designed mobile-first and fully responsive to integrate seamlessly with the Ayoba app ecosystem.
Collaboration
I worked closely with product management, engineering, legal, data, and business operations to align on product vision, success metrics, and non-negotiable constraints. Early collaboration was critical to balancing conversion goals with compliance, payment requirements, and limited engineering capacity across regions.
Designing for scale and regional complexity
Scalability was a core design principle from the outset. I established a foundational design system with reusable components, tokens, and documentation to support future growth. Global consistency was balanced with local needs through configurable components and localized content modules, allowing the product to adapt to country-specific legal and UX requirements without fragmenting the experience.
Evidence based design
With no historical product data, qualitative research and competitive landscape analysis played a key role. Insights into user expectations, trust signals, and mental models shaped early structural decisions around navigation, pricing transparency, seller credibility, and checkout clarity. Where backend constraints limited feature scope, the UI was designed to accommodate future enhancements without rework.
Key features and experiences
Marketplace foundations: Defined information architecture, homepage structure, and category navigation.
Product discovery: Designed product listing and product detail templates optimised for clarity, trust, and comparison.
Cart & checkout: Built a guided, multi-currency checkout flow with a strong focus on transparency and error prevention.
Design system: Created a tokenised system covering typography, colour, spacing, and core components to support consistency and scale.
Trust & compliance: Embedded trust signals such as pricing clarity, return policies, seller indicators, and accessible controls.
Outcomes
Ayoba launched a credible, scalable e-commerce experience that could expand across regions with minimal redesign, providing a strong foundation for future marketplace growth.
Selected interface patterns
