Designing a dual-layer platform for end users and merchant partners
Role: UX/UI Designer (Web & Mobile)
Timeline: 2023 – 2025
From MVP (6 months) to ongoing product growth and optimization
Team: CTO, FE, BE, App Dev, QA
Overview
XWEB is a SaaS platform that enables small businesses to create and manage websites with integrated e-commerce and operations in a single system.
Target audience
- Cashiers
- Restaurant staff
- Store managers
- Business owners
Client
Restaurants and retail businesses using OMPOS for daily sales and operations.
I led the end-to-end UX/UI across the product lifecycle — from acquisition and system design to post-launch optimization and growth.
I. Problem
Small business owners
- Tools were too complex and required technical knowledge
- Setup took too long with many confusing steps
- Managing products and orders was fragmented
merchant partners
- Customizing and deploying websites at scale
- Managing multiple client websites efficiently
- Ensuring consistency while still meeting different business needs
🎯 Core challenge
How might we design a system that is simple enough for non-technical end users, while also scalable and efficient for merchants managing multiple websites?
II. Solution
1
Simplified experience for end users
- Reduced website creation into a minimal, guided flow
- Used progressive steps to avoid overwhelming non-technical users
- Focused on quick outcomes: users can create a functional website in under a minute
👉 From complex configuration → to fast, outcome-driven setup
2
Scalable system for merchant partners
- Template-based website structures → Allow merchants to pre-configure layouts and content
- Multi-site management workflows → Enable managing multiple client websites in one system
- Standardized yet flexible components → Maintain consistency while allowing customization per client
👉 Merchants can deploy websites faster with less operational overhead
3
Unified platform across roles
- End users: create and manage their own websites
- Merchants: distribute and manage multiple websites
- Admin: monitor and support the ecosystem
👉 This created a cohesive product ecosystem, not just a website builder
4
Multi-platform consistency
- Web app (core system)
- Mobile app (quick operations, order tracking)
👉 Ensuring users can manage their business anytime, anywhere
5
Continuous optimization & AI-assisted flow
- Simplified dashboard to reduce cognitive load
- Improved navigation and data clarity
- Introduced a chat-based interface to generate websites with minimal input
👉 Further reducing effort for both end users and merchants
Business impact
$100K+
Revenue
Product impact
300+
Businesses onboarded
User impact
<60s
Reduced website creation time
