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Designing for Growth in Emerging Markets
Wmall is a fast-growing B2C e-commerce platform focused on bringing everyday essentials and lifestyle products to users across Tier 2 and Tier 3 cities in India. The platform served a wide array of products—from apparel and kitchenware to grooming and home decor—while empowering a growing network of women resellers through initiatives like the Saheli program and Factory to Home sourcing.
Role: Visual Design
Tools: Adobe XD, After Affects, Premiere Pro
Team: 03 Visual Designers
Timeline: 1 year 8 months
Objective
To deliver cohesive, scalable, and user-friendly design solutions across touchpoints — from app UI and reseller journeys to brand marketing — aimed at:
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Empowering women entrepreneurs and resellers
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Supporting intuitive order flows for first-time e-commerce users
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Building visual consistency and festive engagement during key sales events
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Designing assets for emerging commerce models like factory-direct sourcing
Understanding the User Base
The platform primarily catered to women shoppers and resellers from non-metro regions — including homemakers, college students, and micro-entrepreneurs — who found in it not just a place to shop, but a means to earn. Through the Saheli program, many women were able to promote products and earn commissions, often experiencing newfound financial independence.
By designing intuitive interfaces and clear, localized content, my role directly supported their journey from casual app users to confident online entrepreneurs.
Needs Identified
01
Easy, local-language-friendly buying experience
02
Clear visuals and navigation
03
Promotional support to help them earn through referral/reseller programs
Marketing & Campaign Design
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Built festive & theme-based marketing creatives (Women’s Day, Diwali, Independence Day) for in-app banners, Facebook ads, and emailers
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Crafted poly mailer packaging designs that reflected the brand personality and increased visual recall
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Delivered localized social media posts with messaging targeted to different regions & user profiles
Category Page
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Created visual assets for the Saheli section in the app (bottom nav, splash screens, avatars)
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Designed onboarding flows for first-time Saheli users with illustrations and micro-interactions
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Designed explainer videos showing step-by-step how to share, sell, and earn commissions
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Simplified complex actions for women with low digital literacy using visual-first guidance
Product UI
Created visual assets for the Saheli section in the app (bottom nav, splash screens, avatars)
Designed onboarding flows for first-time Saheli users with illustrations and micro-interactions
Designed explainer videos showing step-by-step how to share, sell, and earn commissions
Simplified complex actions for women with low digital literacy using visual-first guidance
Marketing & Campaign Design
Built festive & theme-based marketing creatives (Women’s Day, Diwali, Independence Day) for in-app banners, Facebook ads, and emailers
Crafted poly mailer packaging designs that reflected the brand personality and increased visual recall
Delivered localized social media posts with messaging targeted to different regions & user profiles
Outcomes
& Impact
Helped scale platform’s visual identity during key campaigns — contributing to a major uptick in festive sales
Reduced confusion around ordering through effective tutorials and UI clarity, as shared in user feedback
Enhanced seller confidence and visibility through Saheli feature UI and storytelling visuals
Improved usability for non-tech-savvy users via simplified flows and visual learning
Takeaways
This experience shaped my design thinking in high-impact ways. I learned how to design for real-world constraints — low bandwidths, varied digital literacy, and emotional drivers like trust and empowerment.
It also made me confident in owning projects end-to-end, working cross-functionally, and designing for emerging markets with sensitivity and intent.
Outcomes
& Impact
Helped scale platform’s visual identity during key campaigns — contributing to a major uptick in festive sales
Reduced confusion around ordering through effective tutorials and UI clarity, as shared in user feedback
Enhanced seller confidence and visibility through Saheli feature UI and storytelling visuals
Improved usability for non-tech-savvy users via simplified flows and visual learning
Product UI
-
Created visual assets for the Saheli section in the app (bottom nav, splash screens, avatars)
-
Designed onboarding flows for first-time Saheli users with illustrations and micro-interactions
-
Designed explainer videos showing step-by-step how to share, sell, and earn commissions
-
Simplified complex actions for women with low digital literacy using visual-first guidance
