HayatMart

HayatMart 2018 Mobile App UX Design & Product Design & E-commerce Design & Mobile App Design

A Saudi home décor start-up with no shop, no catalogue and no customers yet — and a plan to open online first.

Client: HayatMart
Year: 2018
Role: Lead Product Designer — end-to-end B2B and B2C
Duration: 2 months
Services: UX Design, Product Design, E-commerce Design, Mobile App Design

Common issues, as design problems:

A validated market opportunity, with no direction on how to build it digitally
No established vocabulary — what a storefront could do, and which features earn their cost
A curated range that needs the care of a showroom, in a format built for volume
The intent to build loyalty from day one, with no existing customer base to build it on
Two audiences from the start: retail buyers and trade accounts, with different needs

The challenge

HayatMart is a Saudi start-up selling home décor, kitchenware and interior and exterior pieces, built on a simple belief: redesigning the space you live in changes how you live in it.

They chose to open online first rather than in a showroom — serving customers at whatever hour suits them, in a market where that’s increasingly how people shop.

That decision set the problem. A physical shop sells décor by letting someone see the weight of a bowl and the grain of a table. Online, every one of those cues has to be rebuilt out of photography, structure and sequence.

And HayatMart curates. Each piece is chosen deliberately, with the maker’s intent behind it. A grid of thumbnails at four to a row flattens that into a commodity listing — the exact opposite of what the business is.

They came without a reference point of their own. The opportunity was clear to them; what wasn’t clear was what an online store could actually be, what the options were, and which of them were worth paying for.

The approach

Both a storefront and an app, deliberately. A website reaches a first-time buyer arriving from search or an ad. An app serves someone who comes back. Each does work the other can’t, and opening with both meant the business ran continuously and discovery and loyalty each had a home.

Designed as a showroom, not a catalogue. Larger imagery, more room per piece, context shots showing scale, and rooms as an entry point as well as categories — because people shop décor by room far more than by product type.

One system, two audiences. B2B and B2C share a product catalogue and a design system, but not a journey: trade accounts need bulk ordering, account pricing and repeat purchasing; retail needs browsing, inspiration and a short path to checkout.

Loyalty built in rather than bolted on. Wallet, referrals and reward programmes were designed into the account and checkout flows from the start, not added later as banners. Retention mechanics retrofitted onto a finished checkout always look exactly like that.

ERP from day one. Stock, pricing and orders sync with their ERP, so what a customer sees is what exists. For a curated range where many items are effectively one-of-a-kind, overselling isn’t an inconvenience — it’s the whole promise broken.

Designed in Adobe XD, desktop and mobile, end to end. Every screen and state across both products, with a shared component library the build teams worked from.

The outcome

What you can state plainly without needing numbers:

A complete design system covering web and mobile, B2B and B2C
Storefront, product, cart and checkout for both audiences
Wallet, referral and loyalty flows designed into the account journey
ERP-integrated stock and pricing throughout