REIMAGINING COMMERCIAL EXPERIENCE
Ich Burgdorf E-Commerce & SaaS Platform
TOOLS
Figma, Miro, Adobe Creative Suite
IMPACT
~70% increase in visibility for local shops & services
SCOPE
UX Research, Visual Design, Wireframing, Prototyping, Usability Testing
DURATION
1 year commercial project. Jan 2021 - Jan 2022
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OVERVIEW
Burgdorf, a small city in Germany, wanted to go beyond a traditional e-commerce site. The goal wasn't just to sell products online but to create a local hub, one where residents could discover not only shopkeepers' goods but also services, hotels, events, and festivals.
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Before the project was even officially assigned, I sketched early concepts of how this vision could look. This proactive step helped my studio gain ownership of the project and set the tone for our direction.​
CHALLENGE ON
THE E-COMMERCE
Unlike global e-commerce platforms that prioritize brands, Burgdorf needed to preserve the identities of local businesses and balance retail, services, and events in one ecosystem, ​ensure the platform became a community-first space.
SOLUTION
Redefined e-commerce around community and people, it prirotised communication over mere shopping, and with the Burgdorf news and updates on the city delivered right towards to the site, it allowed a sense of community.
While purchasing a product or service, users would need to explore shop before purchasing any products, giving visibility to local businesses.​
BUILDING THE ECO-SYSTEM
CHALLENGE ON THE
ICH BURGDORF SAAS
During the shopping website development, a CRM was needed to help users manage and oversee e-commerce content. With local small business owners as key users, the platform required a simple, intuitive interface that still supported advanced CRM features.
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I interviewed local shopkeepers and mapped their frustrations into themes: usability, reliability, and feature expectations. Many struggled with complex tools, so simplicity and guidance became a priority.
Shopkeepers can register multiple shops on the platform, each categorised as a Product, Service, or Event Shop.
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FEATURES WITHIN THE CRM
Flexible Product & Service Listings
Manual Order Handling
Shopkeepers manually review, pack, and hand over orders with in-person payments and pickups to prevent online fraud.
Inventory Management and Visibility
Add, update, and manage stock levels for sold and unsold items while controlling the visibility of registered products, services, and events showcased publicly.
FRICTION TO FLOWS
It was important to create design user personas from gaining insights into users' thoughts, behaviors, and emotions through observation and informal conversations.​​
To understand how sellers might actually move through this “real world selling process,” I created a site map that showed every page and its relationship to the next. ​​
BUILDING THE INTERFACE
Intiated Wireframing and UI Screens by first applying information architecture to assess user flow and content hierachy, ensuring a more intutive and seamless experience from ground up.
IMPACT
Government apps often face usability challenges. In studying IRCTC, I found the original design confusing with redundant steps. The revamped interface improved flow and clarity with lesser information overload and limited filter options. With millions relying on such platforms, designing simple, accessible, and efficient interfaces remains essential.
FEATURE DISCOVERABILITY
92%
of users navigated easily to find functions compared to previous 64%
AVG TIME PER TASK
7m
to complete a booking compared to the previous 22m.
