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Client
Google UX Certificate Project
CAtegory
E-commerce / Fintech
ARTIST
Product Design
Product Duration
1 month
ABOUT
Priceberg — Flipping the Script on Electronics Procurement.
Priceberg is a specialized e-commerce platform that challenges the traditional "seller-driven" retail model through a reverse-auction mechanic. Instead of browsing fixed prices, Priceberg empowers consumers to define their own price points for electronics, inviting suppliers and retailers to compete for the sale.
This project was an exercise in designing for "Buyer-Driven Commerce." By centering the user as the price-setter, the platform creates a transparent, high-stakes marketplace where efficiency and consumer agency are the primary drivers. The goal was to transform a standard transaction into a dynamic interaction that secures the lowest possible price for high-quality electronics.
THE CHALLENGE
Designing for Trust in a Reverse Marketplace.
The primary hurdle for Priceberg was the "Cognitive Shift"—moving users away from the familiar "Buy It Now" mental model and into a bidding-driven environment without causing friction or anxiety.
The design process addressed three core tensions:
The Trust Deficit (Novelty vs. Security): In a reverse auction, users often worry about the legitimacy of the bids they receive. The challenge was to design a UI that communicates security and supplier verification at every step, ensuring that "lowest price" never feels like "lowest quality."
Mechanism Complexity: Auction interfaces can easily become cluttered and overwhelming. I had to architect a streamlined bidding flow that manages real-time competitive offers while keeping the user’s primary goal—procuring a specific product—front and center.
Market Differentiation: In a saturated electronics market dominated by giants like Amazon and Best Buy, Priceberg needed a visual and functional identity that felt distinct. The design had to feel "premium" enough to handle expensive electronics, yet "disruptive" enough to signal a new way of shopping.
THE RESULTS
Results & Technical Validation
End-to-End User Journey Mapping: Successfully designed and prototyped the complete reverse-auction lifecycle, from initial procurement request to final payment and delivery integration. This validated a seamless transition between complex marketplace mechanics and standard e-commerce checkout flows.
Data-Driven Iteration: Conducted extensive market research and user testing to refine the platform’s performance. By analyzing customer behavior and feedback during the prototyping phase, I identified and removed friction points in the bidding engine, resulting in a more intuitive "Set Your Price" interaction.
Verified Marketplace Architecture: Engineered a secure and user-friendly interface that balances the needs of two distinct stakeholders: the consumer (seeking value) and the supplier (seeking volume). This demonstrated an ability to design for "multi-sided platforms," a critical skill in modern product design.
High-Fidelity Framer Implementation: Developed the final concept into a responsive, high-fidelity web experience using Framer. This allowed for real-world testing of the "reverse-auction" interactions, proving the technical feasibility of the concept and its readiness for market entry.
Scalable Design System: Created a cohesive visual language that sets a new benchmark for "Disruptive Retail." The design system was built for scalability, allowing for the future expansion of categories beyond electronics while maintaining a consistent and trustworthy brand voice.
THE IMPACT
Priceberg acts as the ecosystem's framework for consumer empowerment and market disruption. By structurally redesigning the standard transaction model, it proves that complex financial engines can be repackaged into intuitive, friction-free interfaces that return full agency back to the user.
