An App that helps you shop from independent businesses


PoasterBoard was founded in 2013 as a local marketing app. But now it is evolved into a business that helps find better way to shop locally and help independent businesses whether they have an actual store or not. What started off as a simple e-commerce platform with supporting limited sellers. They have put a lot of effort into providing an enhanced user experience through the current list of features, but now they want to go beyond and not just provide these features but also improvise UI and also a better way to manage the backend of the system.

During the Pandemic period, they decided to re-visit their business problem and launch system that is feasible product.

My Role

User Research, Ideation, Visual Design, Prototyping, Usability Testing

Team : 1 designer, 1 Product Managers

Duration and Type : 14 weeks | Product Design, UI Redesign

Tools : Figma, Zeplin, Asana, Slack, Miro, Google Meet, Basecamp


  1. Create consumer (buyer) facing web app and mobile app design where user can search and shop from local and national stores.
  2. Design Seller (indie) web app and mobile app which will help seller to add their store presence for consumer.
  3. Design a admin system where admin can manage all users and their activities.
  4. Design mobile responsive for consumer web app and seller web app.

Old Designs


The main challenge was to design an app by improving user experience and user interface of a current version of app while keeping current UI theme and introducing new relevant features.

Absence of Relevant Features

The overall web application had a multiple relevant and very important features missing or it was not even in a scope which were non-negotiable when it comes to improving overall service design.

Scattered IA

The information architecture of the current system was not aligned with user’s goals and business goals. A lot of features were in a modules which was not even relevant to them.

Inconsistent UI Language

The UI language was not defined. There were lot of variations in UI components, their colors and UI hierarchy.

Design Process

01 Empathize & Research

Research Plan

Research Goals

Since I wasn’t very familiar with the e-commerce industry, I began with some secondary research to gain a better understanding of the market trends and demographics. I then conducted interviews to learn more about the different experiences people have had with shopping from independent businesses.

  • Understand the market trends of the startup or small businesses e-commerce industry
  • Identify the target market
  • Identify competitors and evaluate their strengths and weaknesses
  • Uncover people’s experience with small businesses
  • Discover the goals, needs, motivations, and frustrations of seller and buyers


  • A seller will market new deals regularly to users to attract new customers.
  • Not all sellers will have the option to deliver items to the doorstep.
  • A buyer would like to see multiple photos of any item to understand its quality.
  • A seller sends occasional emails to their existing customers for new upcoming deals.
  • The coupons can be redeemed online.
  • A seller will mainly use the mobile app to manage sales.

Primary Research

User Interviews

Building on a general understanding of the market and the audience, it is time to dive deeper and build real connection with our user and gain direct insights on them by primary research.

I conducted interview process with multiple open-ended questions with 5 buyer & 5 seller participants to share their experiences with PoasterBoard’s Existing System and their stories of shopping from small independent businesses.


  • 7/10 business owners are willing to provide deals to get customer’s attention
  • 7/10 business owners feel advertising is expensive when it comes to marketing their product
  • 6/10 business owners want to keep in touch with their existing customers
  • 8/10 business owners struggling to keep up with the new client’s needs


  • 8/10 users shop locally at least twice a month
  • 7/10 users shop using mobile app
  • 3/10 users likes to go to store to see item personally before buying
  • 6/10 users shop locally when it comes to festivals
  • 5/10 users would want to know when there are good deals in their favorite stores

User Persona

02 Define & Ideate

Product Goals

After coming up with different solutions for the main problems identified, I started to lay out the strategy in terms of how these solutions would be implemented. First, I started by clearly defining the product goals to understand what we’re trying to achieve through implementing these solutions.

Application Map

After defining the How might we.. and deciding what features to include, I want to continue building up the structure of app using the application map. An application map helps me to visualize the relationship between the content and examine the hierarchy.

User Flow

03 Design

Mobile App : Buyer

After having a go-ahead from the Product Manager, developers, and Stakeholders on the mockups, we began to finalise screens based on color palette and branding provided by client.

Mobile App : Seller​

This is app for seller, so they can track all deliveries, deals, their products on mobile app with few easy steps.

Web App : Buyer

These screens are from web version of a mobile app for buyer. A user can also visit this site from their desktop and buy item they like and check out interesting deals in their area.

Web App : Seller

These screens are from web version of a mobile app for seller. A seller can update their store profile, add new deals on daily basis, they can even also send emails to their existing customers about upcoming deals and so on.

Admin System

This system mainly designed for clients, so they can keep track of all sellers, new stakeholders and so on. This system will help admin to add new poastables for seller app so they can market their shop with people.

UI Kit

A branding elements such as color palette, fonts, logo, and images were provided by clients. The high fidelity design based on these branding elements provided. I still updated basic interactions and UI components to make it more usable for users.

Reflection & Next Steps

Design Implementation & Handoff

Since the design has been tested and revised, it is ready to enter the development phase. In order to effectively send the design to developers, I redlined and organized my design deliverables using Zeplin for handoff and miro.


Updates and revisions will continue to exist in the future, and I will address them based on the priority decided with stakeholders and team.

Features for next phase

I also started working on additional features we plan to launch in next few phases.



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