Confidential names, stats and other info have been excluded, changed or dummied up.
Overview
Across SouthEast Asia and Africa, thousands of independent brand advocates are turning smartphones into storefronts. What they needed was one joyful, trustworthy HQ for onboarding, learning, and selling without drowning in process or paperwork.
Approach
Instead of dwelling on industry pitfalls, we focused on unlocking four wins for our users and the brand:
- Instant Confidence: A friction-free start-up experience that gets new sellers earning in minutes.
- Smarter Decisions: Built-in analytics that translate activity into clear next steps.
- Always On-Brand: Up-to-date product stories, assets, and pricing at their fingertips.
- Rapid Rescue : One-tap support and content corrections to keep trust soaring.
My Role
On this project, I was a design lead and strategic partner to the Head of Digital Transformation, as well as a bridge to engineering across three time zones. I helped map personas, shape the end-to-end UX, and deliver a solution that would still work in low-bandwidth environments.
Target Audience
Our user groups were Independent sellers (first-time digital entrepreneurs), and Internal growth teams (ops, training, compliance). Empathy interviews, field visits, and remote testing kept real-world context front and centre.
User Experience Design
Some of our design wins & workarounds include navigating patchy connectivity through lightweight SVGs, pre-caching richer assets on wifi. Also adopted mobile-first layouts, thumb-zone navigation, and micro-interactions to save screen real estate
"George’s collaborative style, reliability, and ability to work seamlessly with cross-functional teams made him a valued member of the organisation. The team enjoyed working with him, and I personally regard him as both a trusted colleague and a friend."
Ali Nasserazizi
Sales Enabler Africa turns complex, relationship-driven commerce into an accessible, inspiring journey. Proof that growth follows naturally when design meets local reality
