Figma Project
The project itself :
Project Overview
Arbahkom is an Algeria-based e-commerce platform designed as a multi-role ecosystem. It supports a full chain of commerce—from suppliers and grossistes (wholesalers) to super grossistes, stores, and normal customers who can buy directly from the website. To complete the operation end-to-end, it also includes a delivery man dashboard to manage orders, delivery status, and handoffs.
Problem:
Most commerce platforms focus on one user type. In reality, Arbahkom needed to work for multiple roles with different priorities:
customers want fast shopping and clear pricing
Stores need reliable sourcing and repeat buying
wholesalers need volume flow and easy order handling
suppliers need product control and distribution visibility
delivery staff need a simple operational workflow
Without clear separation of features, multi-role platforms quickly become confusing and hard to use.
Goal:
Create a clean, role-based product experience that:
keeps each dashboard focused on what that role needs
reduces friction from order creation to delivery completion
supports both “normal shopping” and B2B purchasing
makes the system scalable as more sellers, shops, and drivers join
My role:
UX/UI Designer leading the product design of the Arbahkom platform (website + dashboards).
Responsibilities:
defining roles, permissions, and role-based journeys
sitemap + information architecture for a multi-dashboard product
wireframes and prototypes for key flows
UI system and reusable components across dashboards
usability testing and iteration
developer handoff-ready screens and UX documentation
(who the product serves
Platform Roles
Client (Customer)
Buys directly from the website like any standard e-commerce user: browse, filter, add to cart, checkout, track delivery.
Store
Acts as a business buyer. Needs repeat ordering, reliable availability, clear price tiers, and fast reorder flow.
Supplier
Manages products at the source: catalog creation, pricing, stock, and distribution through grossistes/super grossistes/boutiques.
Delivery Man
Operational role: receives assigned deliveries, updates delivery status, confirms pickup/drop-off, and keeps the order lifecycle accurate.
Wholesalers
Manages selling in larger quantities. Needs order management, pricing logic, customer/boutique handling, and product operations.
Admin
Full control of the entire platform.
Can: manage all users/roles, settings, payment/delivery rules, approve/ban accounts, view all data, override orders.
All about the user :
User Research
I interviewed different types of Arbahkom users to understand how they shop online, what makes them trust a platform, and where they usually get stuck. I focused on both normal customers (buying for themselves) and business buyers (store and wholesalers), plus a quick check-in with delivery-side needs. The main insight was simple: people want a fast, predictable experience clear prices, clear availability, and a checkout flow that doesn’t feel risky. For business users, the priority shifts to repeat ordering, stock reliability, and time-saving tools.
Pain Points
Information overload (and missing clarity)
Product details are not always consistent across listings. Users want to instantly understand price, discount, availability, and delivery conditions without searching or guessing.
Too many steps to buy (especially for stores)
Business buyers don’t want to browse like a normal customer every time. They need shortcuts: quick reorder, saved lists, and a faster path to checkout.
Trust & delivery uncertainty
Many users decide whether they trust the platform within seconds. If delivery rules, support, and order tracking are not clear, they hesitate or abandon the purchase. Delivery staff also needs an easy flow to update status so customers stay informed.
The project schematically :
Starting the Design
To begin designing Arbahkom, I first mapped the whole system as a multi-role platform. I created simple schemas and storyboards to understand how each role moves through the product from browsing and ordering, to fulfillment and delivery updates. After sketching initial flows on paper, I moved into digital low-fidelity wireframes and built a clickable prototype to test the most important journeys with stakeholders before going into high-fidelity UI.
Appmap
A structured map that outlines the main pages and content hierarchy of the platform across all roles.
Because Arbahkom includes multiple dashboards (Client, Store, Wholesaler/super Wholesaler, supplier, delivery, and admin), the first versions were complex. The goal was to simplify the architecture.
Usability Studies
To validate the first Arbahkom prototype, I ran a set of quick unmoderated usability tests with different roles (normal customers, boutique users, and one delivery-side perspective). Participants completed simple tasks like browsing products, placing an order, checking transactions, and finding key actions inside their dashboard. After collecting feedback, I analyzed the sessions, grouped the insights into patterns, and translated them into clear UX improvements. The goal was to identify friction early and fix it before moving into the final design and development phase.
Navigation clarity
Some users were unsure which sections belonged to them (especially when switching between shop/boutique features and marketplace features). The sidebar needed clearer grouping and consistent labeling across roles.
Order flow transparency
Users wanted a clearer understanding of the order lifecycle—what happens after placing an order, where the order is now, and what the next step is (processing, assigned to delivery, out for delivery, delivered).
Finance & transactions understanding
Business users and delivery users asked for a simpler way to read their transactions (what each entry means, status, and totals). They requested clearer labels and a more structured transaction history view.
The clear version :
Refining Design
After the usability studies, I translated the feedback into a cleaner and more consistent Arbahkom experience across all roles. I refined navigation labels, improved the order flow visibility, and simplified key actions inside each dashboard so users can complete tasks faster with fewer mistakes. Once the structure and content were clear, I designed the high-fidelity screens and connected them into a realistic prototype that represents the final product experience.
Mockups
These are a high fidelity design that represents a final product
I created high-fidelity mockups for the full Arbahkom system, focusing on clarity, speed, and role-based usability. The screens were built using a consistent design system (typography, spacing, components, and icons) to keep the experience familiar across dashboards while still showing only what each role needs.
Website
Website ( Mobile )
Store
Supplier
Wholesaler/Super wholesaler
Delivery Man
Admin
The project schematically :
Outcome
At the end of the project, I summarized the key takeaways from designing a multi-role marketplace and planned the next steps to move Arbahkom forward.
Impact:
The final design provides a clearer, faster experience across all roles:
Customers can shop and checkout with confidence.
Boutiques and wholesalers can manage products, orders, and returns without confusion.
Suppliers have better control over catalog and order visibility.
Delivery users can update status quickly, improving tracking and reducing customer support pressure.
Overall, the platform feels more structured, predictable, and ready to scale.
What I learned:
Small UX decisions make a huge difference when a platform has many roles. The most important lesson was to always design around the core journey (order → fulfillment → delivery) and keep every dashboard focused on what that role truly needs—nothing more.
Next Steps
Conduct follow-up usability testing
Run a second round of usability testing on the current version to validate the main flows (browse → order → delivery updates → returns → transactions) and confirm the fixes reduced confusion.
Identify new needs & ideate features
Collect additional feedback from each role (customer, boutique, grossiste, supplier, delivery) and turn it into a prioritized list of improvements and new feature ideas—such as bulk ordering, saved/reorder lists, stronger tracking, and clearer finance summaries.