Investor-Ready: Building a Cohesive UX for a Tech Startup
ROLE: UX/UI Designer
TEAM: Founder, Developer, Supply Chain Specialist
A tech startup needed to secure funding, and wanted a visual representation of their idea.
I was hired to create a design system, brand guidelines, and other visual elements to ensure consistency across web and mobile platforms. Key deliverables include a landing page, supplier and product onboarding flows, and a mobile app interface. The project is centered on education and sustainability in the supply chain. By increasing transparency, the platform will help the public to understand the origins of the products they use daily. The aim is to foster collaboration between the users: suppliers, buyers, and end consumers.
PROBLEM
Due to a non-disclosure agreement, some elements of this project won’t be shown/will be blurred out. I’m happy to talk more about this case study and show my design process during an interview.
RESEARCH & ANALYSIS
Competitor analysis reveals key opportunities for differentiation in the supply chain sustainability space. A seamless onboarding process can set the platform apart from competitors that require extensive training, while intuitive data visualization ensures insights are accessible to all users. Additionally, offering customization based on user roles enhances engagement. The platform can gain a competitive edge by prioritizing user-friendly design and clear data visualization.
OUR UNIQUE DIFFERENTIATORS
I collected key information from the client to understand their needs, goals, and challenges. This phase helped me align my work with business objectives and user expectations, ensuring a solid foundation before jumping into design solutions.
The design system serves as a foundation for consistency, scalability, and usability across web and mobile platforms, ensuring a cohesive and on-brand user experience. It includes Branding & Visual Identity Elements (color scheme, typography, iconography) and UI Components & Patterns (buttons, navigation, onboarding flows). Built as a dynamic ecosystem, it maintains a distinct, recognizable identity that attracts a younger audience and makes sustainability ‘‘cool’’ (the stakeholder’s vision). This structured approach not only supports funding efforts but also lays the foundation for a scalable, trusted, and user-centric digital experience.
DESIGN SYSTEM
I designed a landing page, a supplier registration page, and a new products page, all based on information architecture principles and consistent branding. They were all created with the three main users in mind - suppliers, brands, and consumers. Strategic placement of call-to-action buttons guides users effortlessly through the platform. To increase engagement, I added an animated background and jumping icons, making the site fun and interactive. The new product page includes product images, certifications, materials used, and an interactive map showcasing the product’s journey, empowering the end consumer to make an informed decision about purchasing and supporting sustainable brands. Every decision was made to enhance the experience for each user type, ensuring the platform is intuitive, and engaging.
DELIVERABLES
I began with low-fidelity wireframes to outline core functionalities and establish the app’s information architecture, ensuring a strong UX foundation. These were then refined into mid-fidelity prototypes, incorporating user flows and interaction patterns, which stakeholders validated to align with business needs and technical feasibility. Once approved, I developed high-fidelity UI designs, carefully integrating the startup’s branding, typography, and color scheme to create a visually cohesive, accessible, and user-friendly experience. The final designs were optimized for scalability and handed off to the developer with detailed design specifications.
MOBILE APP
This project reinforced the critical role of collaboration between a designer and a development team. Maintaining close communication ensured that the design system was not only visually cohesive but also technically feasible and scalable across both web and mobile platforms.
LESSONS LEARNED
Working within a small startup team emphasized the need for agile methodologies, where quick iterations, adaptability, and continuous feedback were essential for progress. Being in direct contact with the founder and supply chain specialist provided valuable insights into industry-specific challenges, shaping design decisions to better align with business goals.
Additionally, I learned the importance of a well-established design system from the start. By defining brand guidelines early on, I created a strong foundation that streamlined development, facilitated future product expansion, and provided clear documentation for new team members. This approach ensured consistency and efficiency as the project evolved.