TimelineMay 2023 - Present (10 months)

TeamDaniel Obiekwe (Product Design Lead), Multonion Team

RolesUX Research, Visual Design, Branding, UI Engineering, Usability Studies

TimelineMay 2023 - Present (10 months)

TeamDaniel Obiekwe (Product Design Lead), Multonion Team

RolesUX Research, Visual Design, Branding, UI Engineering, Usability Studies

Project Overview

Multonion is a marketplace that connects B2B buyers and sellers in Africa, and with the global supply chain, to exchange goods and services.

Whats the problem are we trying to solve here?

The traditional B2B trading environment in Africa faces significant challenges in terms of cost, accessibility, and efficiency. Businesses encounter hurdles in the procurement process, market access, and supply chain management, leading to increased costs and slower economic growth. These challenges are particularly pronounced for SMEs and large corporations alike.

Multonion revolutionizes B2B trade by providing a digital platform for streamlined supplier selection, easier market access, and enhanced supply chain visibility. It aims to make African B2B trade more accessible, efficient, and economically impactful.

Design Process

The design process for Multonion is a comprehensive journey that begins with in-depth research to understand the complexities of traditional B2B trading in Africa. Following this, the identified problems are clearly defined, emphasizing issues related to cost, market access, and supply chain inefficiencies for both buyers and sellers. The ideation phase focuses on generating creative solutions through collaborative brainstorming sessions and innovative exploration.

As the design progresses, the Visual Design and Prototyping phase transforms approved wireframes into high-fidelity designs, ensuring a polished and visually appealing interface with a user-centric approach. Validation becomes a crucial step, first with internal teams to confirm alignment with overarching goals and objectives. This is followed by validation with potential users through usability testing, incorporating their feedback to refine and iterate on the design. The process culminates in the Finalization stage, where the design is adjusted based on all gathered insights, ensuring it not only meets team expectations but also resonates effectively with the end-users. This iterative and collaborative approach ensures that Multonion's platform is both visually compelling and adept at addressing the unique challenges within the B2B trading landscape in Africa.

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Defining the Challenge

I conducted user research and interviews to understand the users I’m designing for and their needs. I identified through my results, the following challenges that needed to be addressed.

  • Cost

    The process of pre-qualifying and selecting vendors is resource-intensive for businesses. This results in increased procurement costs and delays.

  • Accessibility

    Businesses struggle to streamline access to B2B market opportunities. The current methods for accessing these opportunities are often cumbersome and inefficient.

  • Efficiency

    Businesses lack a comprehensive view of other supplier networks, limiting their ability to make informed decisions and establish valuable industry connections.

Research & Analysis

User Research Summary

After compiling the analysis and extensive research, the subsequent section outlines key design considerations. This synthesis is based on problem statements, user pain points, and strategic insights derived from the research phase, guiding the design focus for Multonion.

Key Pain Points
  • Users struggle with the time-consuming and costly process of pre-qualifying & selecting vendors / suppliers, particularly for larger corporations or organizations
  • SMEs and large businesses face challenges in efficiently accessing B2B market opportunities, hindering their growth potential
  • Users lack visibility into other supplier networks, making it challenging to establish beneficial connections and collaborations
  • Buyers encounter difficulties in managing the entire procurement life cycle, from planning and market research to sourcing, and contracting
  • Sellers find it cumbersome to prepare and manage bids, upload necessary documents, and keep track of certifications and renewals
Key Insights
  • 01

    Users value a platform that simplifies the procurement process, offering procurement-as-a-service, on-demand procurement, and access to a pool of verified suppliers

  • 02

    Users seek a solution that provides quick and easy access to diverse B2B market opportunities, ensuring that businesses of all sizes can explore and capitalize on potential collaborations

  • 03

    Users appreciate platforms that offer a controlled degree of visibility into other supplier networks, fostering transparency and facilitating strategic partnerships

  • 04

    Sellers appreciate features that streamline bid preparation, document management, and notifications for certifications, reducing the administrative burden

  • 05

    Both buyers and sellers value tools that enable them to manage contracts, track project milestones, and evaluate business performance, contributing to overall efficiency and growth

The Design Goal

I created empathy maps to understand the stakeholders I’m designing for and their needs. The primary user groups are identified through research, with the following chart

The User

Enhanced UX
Time Efficiency

Innovation in

The Product

Market Leadership
Operational Efficiency

The Business

Ideating a Solution

The Design Solution

Visual UI Design

Design System — Foundations & Components

I refined and expanded Multonion's existing design system, incorporating new components and patterns while ensuring consistency and scalability across the platform. This enhanced usability and visual cohesion to elevate the overall user experience.

Typography, colors and styles are the visual building blocks used in the application.

Visual Design for Project — Multonion
Visual Design for Project — Multonion
Visual Design for Project — Multonion

Key Features

The overall key features of the application which are the seamless supplier selection, access to market opportunities and insight into supply chain networks.

Seamless Supplier / Vendor Selection

Placing bids and bid evaluation of placed bids for published opportunities help reduce cost of pre-qualification and selection of vendors or suppliers for corporations and organizations

Seamless Supplier / Vendor Selection
Access to Market Opportunities
Access to Market Opportunities

Tender and quick buy features are used by buyers and sellers to publish and access specific or global market opportunities. Sellers can also access personalised opportunities based on certain categories

Insight into Supply Chain Networks

Gain valuable insight into other supplier networks on the platform with a controlled degree of visibility.

Insight into Supply Chain Networks

UI Prototype —

Reflections from Visual Design


  • Incorporating accessible design principles expands the user base and promotes inclusivity, benefiting both the business and its users
  • Clear visual hierarchy and intuitive design elements facilitate user engagement and task completion, reducing frustration and enhancing satisfaction
  • Designing with scalability in mind ensures that the platform can adapt to evolving user needs and technological advancements over time

Key Takeaways

  • Prioritize consistency in visual elements such as color schemes, typography, and UI components to establish a unified brand identity and enhance user experience
  • Integrate accessibility features into the design process from the outset to ensure that the platform is usable by individuals with diverse needs and abilities
  • Build design systems with flexibility and scalability in mind, allowing for easy adaptation to changing requirements and future growth


In summary, designing Multonion has been an enriching experience. We've prioritized user needs, fostering seamless B2B trade interactions. Moving forward, we'll continue refining our platform based on user feedback, shaping the future of trade in Africa with data

Learnings & Impact

  • By engaging in ongoing user feedback loops, we were able to refine the platform's design based on real-world usage and user preferences. This not only enhanced the overall UX but also demonstrated the value of user-centered design in driving product success and satisfaction

Next steps

  • Conduct more user research to determine any new areas of improvement
  • Collaborate closely with the development team to implement design enhancements and features based on user feedback
  • Continuously monitor platform usage metrics and user engagement to assess the impact of design changes and identify areas for further optimization
  • Explore opportunities for expanding the platform's features and functionalities to meet the changing needs of users and businesses in the B2B marketplace