PROJECT SCREENSInside the app
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End-to-end UI/UX for AUTOMARTO — a unified automotive parts platform serving individual owners (B2C) and dealers, workshops and fleets (B2B) across web and mobile. Two tailored modes live inside one coherent system.
AUTOMARTO had to serve two very different users without becoming two products. I designed a single platform with a B2C mode — discovery-led, educational and confidence-driven — and a B2B mode — task-led, fast and data-driven — chosen at onboarding and switchable anytime.
The automotive aftermarket is fragmented and inefficient. Buyers can't tell which parts fit their vehicle, B2B buyers fight bulk ordering and inconsistent pricing, and existing platforms treat everyone the same — driving low trust, high order errors and poor repeat usage.
I owned the full UI/UX process — research and synthesis, personas and journeys, information architecture, B2B and B2C user flows, wireframing and prototyping, the UI design system, and usability testing and iteration.
Mode selection at onboarding personalizes features, pricing and navigation from the first screen — without forking the product.
Every part surfaces a fit check against the buyer's vehicle, answering the biggest question before the cart.
Bulk upload, tiered pricing and invoice-based checkout with credit terms make high-frequency ordering fast.
Checkout stripped to the essentials — especially on mobile — to cut abandonment and order errors.
Discovery combined competitive analysis (Amazon Auto, Alibaba, regional marketplaces), B2C and B2B surveys, and stakeholder interviews. The same catalog complexity was hurting both sides — buyers unsure about compatibility, B2B buyers slowed by pricing and re-ordering friction.
Compatibility uncertainty is the single biggest blocker to purchase; resolving it early removes the top reason carts are abandoned.
Dealers and workshops prioritize fast re-ordering, tiered pricing and inventory clarity far above visual polish.
Individual, mobile-first buyers need guided discovery, plain-language specs and verified sellers to buy with confidence.
An individual owner — often a first-time, mobile-first buyer with low technical knowledge. Needs compatibility checks, guided discovery and reassurance before buying.
A dealer, workshop or fleet manager buying frequently and in bulk. Price-sensitive; needs efficiency, tiered pricing, re-ordering and control.
A neutral automotive palette with strong accent actions, bold typography for the data that matters — price, availability, MOQ — and a consistent grid. Accessibility is built in: high-contrast text, large tap targets for mobile, and clear error and validation states.
Task-based usability testing and dedicated feedback sessions with B2B users drove the iterations: filters were simplified, pricing breakdowns made clearer, compatibility indicators improved, and checkout steps reduced — each round removing a doubt or a click.
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The result is a scalable system that supports B2C and B2B within one platform — faster product discovery, reduced ordering errors and improved buying confidence. Related surfaces: the seller dashboard and marketplace website.
View full project on Behance