Medtech Marketplace was a new business venture requiring a complete digital foundation from day one. Built on BigCommerce, the platform needed to support a complex marketplace model, serving both buyers and sellers across B2B and B2C contexts, while meeting the expectations of a highly regulated, trust-driven sector.
As design lead, I directed UX strategy and interface design across the entire build, shaping a scalable marketplace experience that balanced usability, credibility, and commercial performance.
Unlike a traditional ecommerce site, Medtech Marketplace required two distinct but interconnected user experiences:
Buyers, including both individual consumers and professional purchasers
Sellers, onboarding products, managing listings, and engaging with customers
The challenge was to design a system that felt simple and intuitive on the surface, while supporting marketplace complexity behind the scenes. As a new brand, the platform also needed to establish trust quickly, communicate professionalism, and scale as the business matured.
Early discovery focused on understanding marketplace behaviours, buyer confidence drivers, and seller expectations within the medtech space.
Key insights shaped the UX direction:
Trust signals and clarity were critical to conversion
B2B users prioritised efficiency and structured information
B2C users required reassurance, simplicity, and clear pathways
Sellers needed a low-friction onboarding experience to support platform growth
These insights informed decisions around information architecture, navigation patterns, and content hierarchy.
The design approach centred on creating a calm, credible interface that reduced friction for both sides of the marketplace.
Key UX principles included:
Clear separation of buyer and seller journeys without fragmenting the experience
Strong information hierarchy to support complex product data
Familiar ecommerce patterns adapted for marketplace use
A neutral, professional visual language aligned to the medtech sector
BigCommerce was selected as the platform to support scalability, flexibility, and operational efficiency, with UX patterns designed to work within and extend the platform’s native capabilities.
The website was delivered as a fresh build on BigCommerce, with UX and UI design closely aligned to development constraints and marketplace logic.
I worked collaboratively with strategy, development, and stakeholders to:
Define marketplace user flows and edge cases
Establish design standards and reusable patterns
Ensure accessibility and usability best practice
Maintain design quality across all templates and states
Design leadership focused on pragmatic decision-making, ensuring the platform was robust, scalable, and ready for real-world use at launch.
Marketplace clarity
Clear pathways for buyers and sellers reduced cognitive load and confusion.
Trust & credibility
Design choices reinforced professionalism and confidence in a regulated sector.
Scalable foundations
Patterns and structures were designed to support growth, not just launch.
Balanced complexity
Advanced marketplace functionality was handled without overwhelming users.
The result was a fully realised dual-sided marketplace platform, delivering a clear, usable experience for both B2B and B2C audiences.
Medtech Marketplace launched with a strong digital foundation, capable of supporting buyers, sellers, and future platform expansion. The project demonstrates end-to-end design leadership across strategy, UX, and delivery, applied to a complex ecommerce ecosystem rather than a single-brand store.
