Ashtrei Initial Build
Ashtrei Initial Build
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Ashtrei needed a modern site to launch their new B2B e-commerce venture for local handcrafted Egyptian goods. Thorough market research and close client collaboration made for a competitive selling platform and user-friendly onboarding.
The Challenge
The Challenge
Ashtrei (pronounced ash-ter-REE) needed an initial branding and site design to facilitate member onboarding and develop the online storefront for their B2B e-commerce project for the Egyptian wholesale/retail market. This project required extensive research into competitors, legal requirements for Egyptian businesses, and the best way to design for the integration of third party services.
Solution
Solution
Taking ownership of the first impressions for all vendors, I evaluated several leading B2B e-commerce sites to glean best practices and designed Ashtrei's Home and About pages. I then dove into the required information for business registration and mapped out the onboarding flow for wholesalers and retailers, crafting simple, efficient onboarding flows that integrated Google's reverse geolocation API.
Research and Design
Research and Design
Home and About Pages
I conducted a comparative analysis of leading B2B platforms such as Faire, Noom, and Wescover. All of these leading sites let the products speak for themselves on a minimalistic canvas. CTAs are clear and above the fold, and the sites are easily navigable both by search and by category links or chips.
I took note of these practices and designed mockups for Ashtrei's first impressions that put their mission to connect local businesses at the forefront, inviting prospective retailers and wholesalers to sign up.
The client sought a modern, minimalist aesthetic while ensuring the design resonated with their target market. To achieve this, I developed a color palette that combined pale earth tones with bold, warm accents, striking a balance between visual appeal and cultural relevance.
Onboarding Flows
I met with the client on several occasions to learn about the legal requirements for businesses in Egypt and what information Ashtrei would need to obtain during the onboarding process. I then structured a flow that presented a set of short, digestible forms.
There was a possibility of producing user fatigue in this process, especially for wholesalers. I sought to remedy this in a couple of ways:
Included brand details and contact info early in the process that would then be auto populated in the wholesaler's shop profile.
Gave the wholesaler the "skip for now" option on the profile/shop page so they could finish initial set up without having to flesh out their shop
I also included a progress bar for all users that included helper text for each step. This way users would have a sense of any business documents or other information they might need before getting started.
Reverse Geocoding for Retailers
To further streamline onboarding and reduce manual input errors, I implemented a reverse geolocation feature using Google’s API on the retailer's shipping and payment info form.
Results
Results
The final design provided a warm, welcoming, and professional first impression, reinforcing Ashtrei’s credibility in the market.
Clear calls to action streamlined user onboarding and engagement, while the registration process balanced ease of use with necessary complexity.
Overall, the project established a strong foundation for Ashtrei’s B2B platform, setting the stage for future feature development and business growth.
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