User Surveys & Interviews
Project Overview
Adobe XD: For designing user flows, screen layouts, and interactive UI mockups.
Adobe Photoshop & Illustrator: For creating high-quality visual assets, icons, and graphics.
React JS: For developing interactive user interfaces and component-based design.
HTML, CSS, JavaScript: For building and styling responsive, accessible web interfaces.
Project Background and Personal Journey
In today’s digital-first world, the way people build and manage online stores is rapidly evolving. Aasaan was born out of a mission to empower small and medium-sized businesses to launch beautifully designed, conversion-optimized online stores—without writing a single line of code. We set out to reimagine what eCommerce could look like in the era of no-code tools and generative AI, making it easier, faster, and smarter for entrepreneurs to sell online.
Our vision was simple: remove the friction and complexity traditionally associated with building a store and replace it with a delightful, intuitive experience powered by best-in-class technology. At Aasaan, we’re a small but passionate team of developers, designers, and creatives who believe that innovation doesn’t require scale—it requires clarity of purpose and empathy for the user. With that mindset, we focused on crafting a product that simplifies online commerce while still offering the power and flexibility needed for businesses to scale sustainably and confidently in a competitive market.
Problem Statement
To ensure the Aasaan platform was intuitive and effective for non-technical users, we conducted moderated usability testing sessions during the prototype and post-MVP phases. The goal was to evaluate how easily users could complete key tasks such as signing up, setting up a store, adding products, and publishing their site using the no-code interface.
Participants included small business owners and first-time digital sellers, selected based on our target audience profile. Each session lasted 30–45 minutes and focused on observing real-time behavior, noting moments of confusion, hesitation, or errors. We also gathered post-task feedback to better understand user sentiment and satisfaction.
Common issues identified included unclear button labels during onboarding, missed tooltips, and hesitation around store preview functionality. Based on these findings, we made targeted improvements such as refining microcopy, enhancing visual hierarchy, and introducing contextual help prompts.
As a result, task completion rates improved significantly in follow-up tests, and users reported increased confidence and satisfaction. Usability testing played a key role in validating our design decisions and refining the experience to better serve real-world user needs.
Usability Testing
Usability Testing Results & Affinity Mapping
We conducted usability testing with early-stage users to evaluate the effectiveness of the Aasaan app’s onboarding and store setup experience. Participants included small business owners and solopreneurs with little to no technical background. Each session focused on core user flows such as account creation, product listing, and theme customization.
The tests revealed recurring friction points—such as users overlooking the store preview button, confusion around payment setup, and hesitation during theme selection. These observations were documented and synthesized using affinity mapping, grouping user behaviors and pain points into categories like "Navigation Clarity," "Visual Hierarchy," and "Guidance Gaps."
Affinity clusters showed that users consistently needed better step-by-step cues and clearer feedback after actions (e.g., product added confirmation). As a result, we redesigned the onboarding journey with contextual tooltips, improved action labels, and added inline progress tracking.
Post-iteration testing showed a 35% increase in task success rate and a noticeable reduction in user hesitation. Affinity mapping helped align team efforts around key usability improvements and reinforced our user-first design strategy.
After deeply contributing to Aasaan’s product design, I also had the opportunity to help define and refine the visual identity of the brand. The Aasaan Brand Manual showcases a thoughtfully crafted design system—centered around clarity, accessibility, and energy. From selecting a vibrant yet professional color palette to standardizing typography using the versatile Poppins typeface, the brand identity aims to reflect Aasaan’s mission: empowering businesses through simplicity and innovation.
This manual includes core branding elements such as logo usage, color systems, gradients, and typography guidelines. It ensures that every touchpoint—whether on the app, website, or marketing collateral—delivers a consistent and memorable visual experience. The Aasaan brand is not just functional but also emotive, enabling users to feel connected, confident, and capable from the very first interaction.
Design Process
In the design process, the focus was on creating a visually appealing and user-friendly interface that offers users an intuitive experience. Various design elements were carefully selected to convey a clear brand identity while maintaining a focus on usability and functionality. In the design process, a careful selection of colours, tokens, icons, and typefaces was made to create a user-friendly and visually appealing interface. The colour palette combines bright yellow with neutral grey tones to ensure clarity and high readability. Clear and simple icons facilitate navigation, while a highly legible sans-serif font was used for both headings and body text. The targeted use of microanimations supports the user during the process of playing through to the submission of the game.
Learnings
Working on the Aasaan app deepened my understanding of designing for non-technical users in a fast-paced, startup environment. One of the key lessons was the importance of balancing simplicity with functionality—removing friction without compromising flexibility. Through user research and testing, I learned how even small details in microcopy, icon placement, or feedback cues can significantly impact user confidence and task completion.
This project also reinforced the value of collaboration. Working closely with developers, product managers, and early users helped me align design decisions with both business goals and technical feasibility. I became more agile in iterating based on feedback and more intentional in creating scalable design systems that support long-term growth.
Above all, Aasaan reminded me why I love UX design: it’s about empowering people—especially those often excluded by complex systems—to confidently achieve their goals through intuitive, inclusive experiences.
Lets
incredible work together.
kolluramadevi72@gmail.com