From a Complex Marketplace to a Clearer Buying Experience
MadeInIran brings together a large amount of supplier, product, certification, logistics, and company information in one B2B marketplace. One of the main design challenges was presenting this complexity without overwhelming buyers.
01 — Too much information, not enough hierarchy
Supplier pages contained multiple types of information that competed for attention.
Solution:
Reorganized content into clear sections and established a stronger visual hierarchy so buyers could quickly understand who the supplier is, what they offer, and why they can be trusted.
02 — Friction in the buyer journey
Moving from product discovery to evaluating a supplier and eventually making an inquiry required navigating through multiple touchpoints.
Solution:
Refined key user flows and introduced clearer navigation, CTAs, breadcrumbs, and information structures to create a more connected journey from discovery to inquiry.
03 — Lack of consistency across the product
Different pages and interactions needed a more unified visual language.
Solution:
Built reusable UI components and design patterns for buttons, typography, spacing, forms, cards, navigation, and responsive layouts, creating a scalable foundation for future product development.
04 — Trust is critical in B2B transactions
Buyers need more than product images and descriptions before initiating a business relationship.
Solution:
Prioritized trust-building content such as company information, certifications, awards, markets, logistics capabilities, and supplier status within the overall page hierarchy.
05 — Desktop-first experience needed to scale to mobile
The marketplace contained information-dense interfaces that could not simply be compressed for smaller screens.
Solution:
Redesigned key layouts responsively, restructuring content and interactions rather than only reducing dimensions, ensuring important actions and information remained accessible on mobile.
