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Designing a delightful onboarding journey for Find, an independent creative marketplace for aspiring small business owners

A showcase of selected screens of the Find app
A showcase of selected screens of the Find app

Brief intro

I have been wanting to challenge myself to create a (very basic) design system from scratch. Working with components is still not my strongest suit and I wanted to create an environment where I can practice and also have a little bit of fun with something I’m passionate about — branding.

Since my last case study, I’ve been immensely inspired talking to some local small business owners and haven’t stopped thinking of ways I can help improve the experience of shopping for independent brands.

Aspirations for a kinder and well-branded marketplace

Designing a purpose-driven onboarding journey where shoppers can easily find items they like through comprehensive filters


This humble little project started from a sense of frustration with the tedious process of shopping for independent brands.

When I moved into a new apartment a few months ago and started planning the interior decorations, I realized how exhausting the curation process was. I would spend a lot of time scouring through multiple platforms like Taobao, Shopee, Lazada, Carousell, Instagram, Etsy, and Hipvan (phew!) just to find the right pieces for the apartment.

Through the process of curating items for our home, I…

Creating a use case library where new customers can easily duplicate tried and tested templates and hit the ground running with Saleswhale.

Saleswhale is a lead qualification tool that fits seamlessly into any modern marketing tech stack. It works in the background with AI assistants who follow up with a high volume of leads at scale, actively identifying hand-raisers for your sales team. This means your sales team gets to spend more time on meaningful opportunities.

The Brief

Saleswhale is still a rather niche product in the market and most marketing managers still struggle to grasp how AI assistants can help them…


Senior Creative Designer @saleswhale. Always a work in progress

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