Platferrum
Metal marketplace, B2B
A platform where users can buy and sell metal and use financial tools. As part of the project, I worked on the website, the customer account, and internal management systems, and also helped develop the brand and promote the product.
Year
2021 — present
Role
Designer on the team
Задачи
Interface design
UI kit
Web design
No-code development
Brand identity
Graphic design
Interface Design
Information gathering and solution search stage
Collection of technical and business requirements, analysis of current metrics, competitor analysis, and benchmarking.
Goal
Create simple prototypes for the first discussion and to find the right solutions.
Example
Task: Redesign the layout of the customer account.
Problem: The customer account was limited to a 1200 px container, which made it hard to work with large amounts of data. These limits also made it harder to add new features.
Solution: Analysis of usage data showed that the customer account was mainly used on desktop. We added a 1920 px breakpoint, expanded the work area, and removed the mobile version. This helped reduce design and development time.
The new layout also made it possible to add a notification system and speed up the processing of incoming requests.
+7,1%
MAU growth
+3,5%
request handling speed
−10%
development time
Design and testing stage
User flow and CJM, conceptual designs for the main scenario, testing possible solutions.
Цель
Find the best solutions that take into account business requirements, technical limits, and user needs, and also define success criteria.
Example
Task: Update the homepage.
Problem: The homepage was outdated and did not hold users’ attention. Heatmap and session recording analysis showed a clear pattern: after the second screen, users left for the catalog to check prices.
Solution: In interviews, users said they regularly track market prices. Competitor analysis helped rebuild the user path more accurately. As a result, we added price statistics and change dynamics for the most popular categories to the homepage.
+10,3%
new user visits
+7,1%
time on page
+4,4%
pages per session
Preparation for handoff to development
Working through all interface scenarios and states, preparing descriptions for developers and analysts, and showing the logic through video animation and interactive prototypes in Figma and Tilda.
Goal
Reduce the risk of mistakes during development and show stakeholders all the details of how the interface works.
Example
Task: Design a PIM system.
Problem: MVP 0.5 included many scenarios. The system was large, and testing separate elements did not give the full picture.
Solution: Stakeholders and managers tested an interactive prototype of the key blocks. After a number of changes, the designs were handed over to development. The system was later improved without changing the interface principles that had already been tested.
Web Design and No-code Development on Tilda
For effective promotion, the marketing team regularly tested new offers for different audience segments. So tasks for new landing pages kept coming.
To reduce the load on design and development, in addition to the current UI kit, I created a library of standard blocks and moved part of the development to Tilda.
64
standard block components
2,5×
faster time to market
Brand Identity
At the start of the project, the task was to develop one visual identity while taking existing materials into account. Platferrum is a Severstal sub-brand with its own identity, so it was important to consider the parent brand as well.
After interviews with stakeholders, I defined the positioning and described the brand metaphor. Then I prepared guidelines for working with the identity and templates for internal and external communication.
Graphic Design
Illustrations
I created and developed two sets of 3D illustrations: themed scenes and icons for advertising and communication materials, as well as a set of metal product models.
250+
3D illustrations
❤️A personal reward
For internal communication, I created two characters called “Platfoshi.” The characters often appeared together and interacted with each other, so the brand metaphor of “bringing the metal market together” also worked as a metaphor for “bringing the team together.” The characters became popular with employees, and over time they started to use them on their own. For me, this became a personal reward.
