Case: B2B Marketplace Platform
Prima.ai
18%
of Mexico’s GDP is Manufacturing
in two-way-goods were traded in 2019
of Mexico’s exports are sent to the U.S.
There's a growing demand for streamlined manufacturing across
Mexico and the US, a trade valued over $600B annually.
There's a space for creating a user-centered B2B marketplace, a platform connects U.S. companies with Mexico’s robust manufacturing infrastructure, offering cost-effective, efficient supply chain solutions.
Introduction
Prima.ai aimed to solve the challenge of creating a B2B marketplace platform that streamlines the manufacturing process in Mexico, specifically for U.S. companies looking for a cost-effective supply chain solution. One of the key pain points in this market is the difficulty U.S. business buyers face in finding and evaluating reliable Mexican manufacturing providers. On the flip side, producers in Mexico often struggle to secure proper contracts from buyers due to a lack of visibility and trust. The founders had many ideas but lacked a clear user flow and end-to-end journey.
My goal as the Fullstack Product Designer was to help the team with the discovery, plan and develop user flows, create a design system, and establish a comprehensive UX strategy for the platform’s First Viable Product. The target audience included business customers, business partners, and Prima administrators.
Optimizing user experience through mapping how the userflows overlap
Process
The design process started with extensive user research and mapping user flows for the three main profiles: Business Customers, Business Partners, and Administrators. We conducted interviews and developed user personas to understand their unique needs.
Using agile sprints, iterating on user flows, design components and user journeys after each usability test. I also created a design system that allowed for quick iterations and prototyping of new features. This process was broken down into several stages:
Research, discovery and ideation
Wireframing and prototyping
Testing and iterations
Development of a design system
Together we decided to focus on 3 main users, Business Customer, Business Partner and Prima Administrators.
One of the key challenges was the lack of a clear user journey for both customers and partners. Without well-defined processes, it was difficult to map the user flows while maintaining platform simplicity.
There were several different of nuances needed for each industry specialization. And many statuses in deferent stages were flagged as redundancy.
Additionally, coordinating between multiple user types—each with different needs—was long and complex. To overcome these challenges, I focused on streamlining workflows, proposing simplification for the user experience, ensuring that the platform remained scalable as it evolved.
Challenges
There was not a clear route on the details for the different journey of doing business for consumers and partners. The challenges were how to asses their need and keep the platform simple and useful.
Solutions
One core solution involved creating a base but unified design system and modular components that adapted to different user profiles and functionalities.
We focused on improving user flows that simplified complex tasks such as quoting, document management, procurement, production, lead followup and invoicing. Additionally, real-time status updates were integrated to provide end-to-end visibility throughout the supply chain. Each solution was aligned with the goals of delivering a simple yet effective B2B marketplace that could grow over time.
We employed a comprehensive approach to researching and discovering the diverse needs of our users. Here’s a detailed overview of our process: User Interviews and Surveys, User Personas and Journey Mapping, Usability Testing, Data Analytics, Collaboration with Stakeholders, Competitive Analysis
Collaboration
It was crucial throughout the project. I worked closely with developers, product managers, and stakeholders to align on goals and designs.
Agile methodology allowed for frequent feedback incorporation, ensuring each sprint delivered incremental improvements. Cross-functional teams participated in design reviews, and I facilitated communication across departments to make sure the design vision was understood and executed effectively.
With developers we prioritize the feasibility of our ideas and the orden of the assets needed. With the product managers that we were not missing information needed for the different parties. And with the core founders the alignment with the market standards at the large level.
A design system for Prima.AI encourages innovation and flexibility, seamless interactions across different profiles and supports quick prototyping of new features and ideas.
The Prima.ai platform successfully launched its MVP, offering an improved user experience for both business customers and partners.
The design system enhanced scalability and enabled rapid prototyping / user testing, which contributed to faster product iterations. Feedback from users helped us to spot pain-points, confirmed that the platform effectively met their needs by providing transparency, improving procurement processes, and streamlining operations.
A design process and components for user experience that allowed Prima.ai evolve and stay aligned with its business goals while addressing market demands.
Impact and Outcomes
The holistic navigation concept was created in order to unify several sites (domains) under one single navigation bar. This would help users to grasp a holistic view of the bank’s services. The concept is currently implemented.
Complete a MPV to start reaching for feedback and work on improvements.
Implementation
Design System: Developed a comprehensive design system that included style guides, UI components, and interaction patterns. This system was essential for maintaining consistency, scalability and efficiency in the design and development process.
User Interface: Designed visually appealing and functional interfaces that were tested and refined through user feedback and usability testing.
Collaboration: Worked closely with the development team to ensure that the designs were implemented accurately and efficiently.
Streamline the RFQ process by allowing buyers to define, manage, and communicate detailed manufacturing requirements efficiently.
End-to-end platform UX
Through UX and market exploration the team decided on the different user needs:
Buyer/Consumers Profile
Access to Quality Network: Easily connect with high-quality, vetted manufacturers.
Documents and certification management: Benefit from optimized organization through Prima's app.
Timely and Complete Deliveries: Ensure your orders are delivered on time and in full.
Guaranteed Quality: Rely on Prima for thorough quality inspections and adherence to certifications.
Provider/Partners Profile
Expand Your Business: Join Prima's network at no additional cost and access new market demands.
Efficient Quoting: Receive pre-validated opportunities, allowing you to focus on projects you can win.
Material Sourcing: Simplify your procurement process and remove bottlenecks.
Maximize Utilization: Increase the use of your machines and staff through tailored project matches.
In Prima.ai, the interface for providers and partners allows them to manage their profile, team, bids, quotes, and project details.
Prima.ai Platform Features
Streamlined Operations: Efficiently manage every step from design to delivery, ensuring reliability and efficiency, with a requirement builder that covers essential details such as design plans, certifications, quality standards, and delivery timelines.
Quality Assurance: Oversee thorough quality control processes to meet certification and quality needs, integrating design standards and certification management directly into the platform for consistent results.
Network Optimization: Continuously vet and select top-tier partners to match project requirements, while contract source of truth keeps all discussions, files, and agreements in one place for complete transparency and streamlined collaboration.
Enhanced Visibility: Provide real-time status updates and end-to-end solutions for improved transparency.
Cost Optimization: Utilize a vast network to optimize costs for both consumers and partners.
Scalability: Support the growth of partner businesses and the expansion of customer procurement capabilities through efficient project matching and resource utilization.
The administrator oversees various projects, providers, manages contract confirmations, and tracks project progress by updating the necessary statuses.
Conclusion
As the Fullstack Product Designer for Prima.ai, I played a critical role in transforming a collection of ideas into a fully functional B2B marketplace platform.
By mapping user flows, creating a scalable design system, and leading agile sprints, we delivered a solution that both simplified complex processes and supported long-term scalability.
This project taught me the importance of research, discovery, early planning, stakeholder collaboration, and flexibility in design systems, further honing my skills as a UX designer. Prima.ai continues to grow, and my contribution set the foundation for its success.