MyTradeZone set out to build a B2B SaaS platform blending networking and marketplace commerce—an ambitious product with evolving requirements. As the sole designer, I built a scalable UX foundation from scratch, including a full design system and responsive components across web and mobile. I applied this system to key flows like onboarding, profiles, RFQs, dashboards, and more—launching a redesigned onboarding experience that improved user retention by 75%.
I was responsible for designing the UX and UI of MyTradeZone across both web and mobile, starting with a blank canvas. My work included building a comprehensive design system, establishing a visual language and component library, and applying that foundation across critical areas of the app. I designed flows for onboarding, user profiles, dashboards, product listings, an internal CRM, search, RFQs, and more. I worked closely with the project manager to translate the founder’s vision into structured, scalable designs, delivering both high-fidelity mockups and prototypes across platforms.
The first challenge was establishing a foundation. With no prior UX or UI framework in place, I built a comprehensive design system from scratch—defining typography, color palettes, iconography, spacing, grid systems, and core components. This system needed to be flexible enough to support a growing suite of features across both web and mobile. I also created global styles and structure within Figma to keep things maintainable as the scope evolved. These elements became the baseline for every feature that followed—from user profiles to dashboards and beyond.
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With a design system in place, I focused on the onboarding flow—one of the platform’s most critical pain points. Users were dropping off early, confused by unclear steps and inconsistent interface patterns. I restructured the flow to better guide new users through account setup, profile creation, and business verification, using progressive disclosure and simplified layouts. I tested multiple flow structures in Figma to find a balance between required setup and early momentum. This redesign was implemented by the development team, and directly contributed to a 75% improvement in user retention during onboarding.
Beyond onboarding, I applied the design system across a wide range of platform features. I designed responsive flows for core functions like user profiles, product listings, RFQs, search, a contacts page, an internal CRM, and a business dashboard. Each feature required thoughtful interaction patterns and information hierarchy tailored to a B2B audience. I also created early marketing site concepts and helped shape the platform’s external identity. While not all features were implemented, the system I built served as a foundation for both developers and future designers—giving the product team a scalable UX framework to build from.
The redesigned onboarding flow was implemented and led to a 75% improvement in user retention—validating the structural changes and simplified UX approach. While not all features were launched, the design system I created became the product’s foundational layer, enabling faster iteration and more consistent implementation for both future designers and developers. This project pushed me to balance ambition with clarity, and taught me how to bring structure to fast-moving, ambiguous environments—skills I’ve carried into every project since.