User Survey Takeaways
The surveys and interviews highlighted a clear need for simplicity and accessibility in the eCommerce space. Users felt overwhelmed by platforms like Shopify, citing technical complexity and a lack of guidance as major hurdles. Most respondents emphasized the importance of being able to launch and manage a store without any coding or prior digital experience.
A strong preference for mobile usability also emerged, with over 70% of participants stating they would manage their stores primarily via smartphones. This insight reinforced the importance of a mobile-first design approach.
Users also expressed a desire for step-by-step onboarding and built-in guidance to reduce the fear of making mistakes. AI-powered features such as auto-generating product descriptions were seen as helpful tools that saved time and built confidence. Lastly, affordability and pricing transparency were recurring concerns, further validating the need for Aasaan’s commission-free model.
User Surveys & Interviews
We conducted surveys and interviews with small business owners and first-time online sellers to understand their pain points with current eCommerce platforms. Many found tools like Shopify overwhelming due to complex interfaces and the need for technical knowledge. They wanted a simpler, guided experience to help them launch stores confidently.
A majority preferred mobile access, emphasizing the need for a responsive, mobile-first design. Users also welcomed AI-powered features like auto-generating product descriptions, which helped reduce effort and build confidence. Affordability and transparent pricing were recurring themes, reinforcing our goal to design a user-friendly, commission-free platform.
Research Competitive & SWOT Analyse
Before jumping into design, we conducted a deep competitive analysis of existing eCommerce platforms to understand what works, what frustrates users, and where there’s room for innovation. Platforms analyzed included Shopify, Dukaan, and Instamojo—each with strengths but also clear limitations when viewed through the lens of simplicity, AI usage, and no-code empowerment. To get clarity on where aasaan.app stands and where it could lead, we built SWOT analyses for each competitor.
SWOT Analysis: Shopify
SWOT Analysis: Dukaan
SWOT Analysis: Aasaan
WEAKNESSES
THREATS
• Still gaining brand recognition
• Limited third-pary
integrations in early phase
• Trust-building in highly
competitive eComm space
• Entry of bigger players in
AI-powered no-code
STRENGTHS
OPPORTUNITIES
• Mobile-first, intuitive UI/UX
• Lead the no-code + AI
eCommerce segment
• Built-in design intelligence
for faster launch
• Uses AI for content
creation, store setup
• Serve vernacular-language
user with localization
• Expand to service-based
businesses (coaching,
rentals, etc.)
WEAKNESSES
THREATS
• Limited customization and
scaling
• Feature-rich global
competitors like Shopify
and WooCommerce
STRENGTHS
OPPORTUNITIES
• Simple interface and fast
store setup
• Adding intelligent features
using AI
• Focused on Indian SMBs
• Expand to service
marketplaces (not just
Product selling)
WEAKNESSES
THREATS
• Steep learning curve for
non-tech users
• Rising no-code competitors
• High pricing for full
functionality
• Users migrating to mobile-
first platforms
STRENGTHS
OPPORTUNITIES
• Global brand trust &
massive ecosystem
• Tapping into GenAI to
assist store setup
• Advanced integrations &
customizable features
• Expand in emerging
markets with localized
offerings
Case Study
Aasaan app
Research Competitive & SWOT Analyse
Before jumping into design, we conducted a deep competitive analysis of existing eCommerce platforms to understand what works, what frustrates users, and where there’s room for innovation. Platforms analyzed included Shopify, Dukaan, and Instamojo—each with strengths but also clear limitations when viewed through the lens of simplicity, AI usage, and no-code empowerment. To get clarity on where aasaan.app stands and where it could lead, we built SWOT analyses for each competitor.
SWOT Analysis: Shopify
SWOT Analysis: Dukaan
SWOT Analysis: Aasaan
WEAKNESSES
THREATS
• Still gaining brand recognition
• Limited third-pary
integrations in early phase
• Trust-building in highly
competitive eComm space
• Entry of bigger players in
AI-powered no-code
STRENGTHS
OPPORTUNITIES
• Mobile-first, intuitive UI/UX
• Lead the no-code + AI
eCommerce segment
• Built-in design intelligence
for faster launch
• Uses AI for content
creation, store setup
• Serve vernacular-language
user with localization
• Expand to service-based
businesses (coaching,
rentals, etc.)
WEAKNESSES
THREATS
• Limited customization and
scaling
• Feature-rich global
competitors like Shopify
and WooCommerce
STRENGTHS
OPPORTUNITIES
• Simple interface and fast
store setup
• Adding intelligent features
using AI
• Focused on Indian SMBs
• Expand to service
marketplaces (not just
Product selling)
WEAKNESSES
THREATS
• Steep learning curve for
non-tech users
• Rising no-code competitors
• High pricing for full
functionality
• Users migrating to mobile-
first platforms
STRENGTHS
OPPORTUNITIES
• Global brand trust &
massive ecosystem
• Tapping into GenAI to
assist store setup
• Advanced integrations &
customizable features
• Expand in emerging
markets with localized
offerings
Problem Statement
Project Overview
Aasaan App – A no-code solution for effortless online store creation.
My Role:
As a UX/UI designer, I led the end-to-end design process—including concepting, prototyping, visual design, interaction design, and front-end collaboration during development.
Tools:
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
Problem Statement
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
The challenge was to design a no-code eCommerce SaaS platform that simplifies the process of creating and managing online stores for small and medium-sized businesses. The goal was to craft an intuitive, user-friendly interface that enables users—regardless of their technical background—to launch, customize, and operate their digital storefronts with ease. The platform needed to reduce friction, minimize learning curves, and empower entrepreneurs to focus on growing their business rather than navigating complex tools
The challenge was to design a no-code eCommerce SaaS platform that simplifies the process of creating and managing online stores for small and medium-sized businesses. The goal was to craft an intuitive, user-friendly interface that enables users—regardless of their technical background—to launch, customize, and operate their digital storefronts with ease. The platform needed to reduce friction, minimize learning curves, and empower entrepreneurs to focus on growing their business rather than navigating complex tools
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.
Brand Identify System Statement
Brand Identify System
Brand Identify System
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.
Brand Identify System Statement
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.
Project Overview
Aasaan App – A no-code solution for effortless online store creation.
My Role:
As a UX/UI designer, I led the end-to-end design process—including concepting, prototyping, visual design, interaction design, and front-end collaboration during development.
Tools:
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.
•
•
•
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
Problem Statement
The challenge was to design a no-code eCommerce SaaS platform that simplifies the process of creating and managing online stores for small and medium-sized businesses. The goal was to craft an intuitive, user-friendly interface that enables users—regardless of their technical background—to launch, customize, and operate their digital storefronts with ease. The platform needed to reduce friction, minimize learning curves, and empower entrepreneurs to focus on growing their business rather than navigating complex tools
Project Overview
Aasaan App – A no-code solution for effortless online store creation.
My Role:
As a UX/UI designer, I led the end-to-end design process—including concepting, prototyping, visual design, interaction design, and front-end collaboration during development.
Tools:
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.
•
•
•
The challenge was to design a no-code eCommerce SaaS platform that simplifies the process of creating and managing online stores for small and medium-sized businesses. The goal was to craft an intuitive, user-friendly interface that enables users—regardless of their technical background—to launch, customize, and operate their digital storefronts with ease. The platform needed to reduce friction, minimize learning curves, and empower entrepreneurs to focus on growing their business rather than navigating complex tools
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.
Problem Statement
Project Background and Personal Journey
The challenge was to design a no-code eCommerce SaaS platform that simplifies the process of creating and managing online stores for small and medium-sized businesses. The goal was to craft an intuitive, user-friendly interface that enables users—regardless of their technical background—to launch, customize, and operate their digital storefronts with ease. The platform needed to reduce friction, minimize learning curves, and empower entrepreneurs to focus on growing their business rather than navigating complex tools
Problem Statement
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.
We conducted surveys and interviews with small business owners and first-time online sellers to understand their pain points with current eCommerce platforms. Many found tools like Shopify overwhelming due to complex interfaces and the need for technical knowledge. They wanted a simpler, guided experience to help them launch stores confidently.
A majority preferred mobile access, emphasizing the need for a responsive, mobile-first design. Users also welcomed AI-powered features like auto-generating product descriptions, which helped reduce effort and build confidence. Affordability and transparent pricing were recurring themes, reinforcing our goal to design a user-friendly, commission-free platform.
User Surveys & Interviews
Usability Testing
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.
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Ramdevi Kollu