1The Challenge
The commodities market suffered from mistrust between buyers and suppliers, disconnection in the supply chain, and unequal access to fair trading platforms. Users needed a transparent marketplace where they could trade on fair deals.
2The Approach
Conducted extensive discovery research to understand user pain points. Created low-fidelity wireframes for landing page, user registration, and produce pages. Iterated through high-fidelity prototypes with focus on navigation, buttons, colors, and accessibility. Ran usability tests achieving 80% agreeability and maneuverability scores.
3The Impact
Delivered a marketplace design with AAA+ accessibility rating using Web AIM's color contrast tool. Increased CTA (POST button) conversion rate to 100% by making it standalone and clearer. Users can now successfully register, navigate, and post products with confidence.