01 — UI/UX Design · Web App · B2B Platform
CTI Living
B2B Platform
A mobile-first B2B e-commerce platform for a leading horticultural container manufacturer — bringing sustainable planter collections to growers and retailers across North America and East Asia.
ROLE
UI/UX Designer
Time
2022-2023
TOOLS
Figma · Adobe XD · Illustrator
PLATFORM
iOS / Android
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CHALLENGE
A complex catalogue. Simplified.
CTI Living manufactures hundreds of horticultural containers across multiple product lines — decorative planters, grow pots, trays, and sustainable solutions. Their B2B buyers needed to quickly filter, compare, and quote products across all categories without friction.
The existing experience was fragmented across PDFs, spreadsheets, and a dated website that didn't reflect the company's innovation-driven identity
"How do we give greenhouse buyers and retail chains the right product
— in the right size, the right colour, the right volume — in three taps?"
THE PROCESS
Discovery
01
Stakeholder interviews. Competitive audit of horticultural e-commerce. Mapped customer journey from catalogue to quote.
Architecture
02
Reorganised IA around buyer intent. Filterable by size, capacity, process. Mapped 6 core user flows.
Design
03
Mobile-first, nature-inspired visual language. Component library: nav, product cards, spec tables, filter modules.
Iteration
04
2 rounds of usability testing. Added unit toggle (in/cm, gal/L) as top-requested feature from international clients.
KEY SCREENS
Designed for the
buyer's eye.
Each screen optimised for a specific moment in the purchasing journey — discovery, evaluation, and action.
Multi-attribute filtering across product type, manufacturing process, size, and capacity. Unit toggles for international buyers. Search by series name for repeat purchasers.
THE PROCESS
Discovery
01
Stakeholder interviews. Competitive audit of horticultural e-commerce. Mapped customer journey from catalogue to quote.
Architecture
02
Reorganised IA around buyer intent. Filterable by size, capacity, process. Mapped 6 core user flows.
Design
03
Mobile-first, nature-inspired visual language. Component library: nav, product cards, spec tables, filter modules.
Iteration
03
2 rounds of usability testing. Added unit toggle (in/cm, gal/L) as top-requested feature from international clients.
OUTCOMES
Clarity for buyers,
confidence for the brand
Each screen optimised for a specific moment in the purchasing journey — discovery, evaluation, and action.
Multi-attribute filtering across product type, manufacturing process, size, and capacity. Unit toggles for international buyers. Search by series name for repeat purchasers.
3X
Product Discoverability
Restructured IA and filtering reduced average time-to-product across usability sessions.
6
User Flows Mapped
100%
Mobile-first
Designed ground-up for touch, with desktop breakpoints at every component level.
Home → Browse → Filter → Detail → Quote → Story — each with clear entry points.
01 — UI/UX Design · Mobile App
Organiq
Grocery e-commerce · iOS mobile app
ORGANIQ is a simple, minimal and efficient e-commerce mobile application designed to ease the daily grocery needs of its users — built for people who make regular online purchases and want a fast, clean experience.
ROLE
UI/UX Designer
Time
2023
TOOLS
Figma · Adobe XD · Illustrator
TYPE
Mobile App