How do you give first-time sellers the confidence to run their own online shop without making them feel like they need to be tech-savvy?
Evgeniia Kuzina
How do you give first-time sellers the confidence to run their own online shop without making them feel like they need to be tech-savvy?
Evgeniia Kuzina
GoShop is a web application designed to simplify the buying and selling of physical goods. It targets small and emerging merchants, offering an effortless way to set up a sales page and start selling. Beyond usability, the client required a customizable product — the platform needed to support branded themes for each buyer, which meant designing with flexibility and tokenization from the start.
My role
As the UX/UI designer, I was responsible for the internal merchant interface — defining flows for adding and editing products, handling orders, and tracking performance. At the same time, I built a tokenized design system to ensure long-term scalability and enable merchants to apply their own custom themes without breaking consistency.
GoShop is a web application designed to simplify the buying and selling of physical goods. It targets small and emerging merchants, offering an effortless way to set up a sales page and start selling. Beyond usability, the client required a customizable product — the platform needed to support branded themes for each buyer, which meant designing with flexibility and tokenization from the start.
My role
As the UX/UI designer, I was responsible for the internal merchant interface — defining flows for adding and editing products, handling orders, and tracking performance. At the same time, I built a tokenized design system to ensure long-term scalability and enable merchants to apply their own custom themes without breaking consistency.
Challenge
The biggest challenge was designing an admin interface that felt simple without being simplistic. Many GoShop users are first-time sellers with no prior e-commerce experience, so clarity and forgiveness were essential. At the same time, the platform needed to support customizable themes for different clients, which required balancing ease of use with a token-based system flexible enough to handle branding variations.
The platform needed to be robust and scalable to support experienced merchants and future business growth. This meant striking a balance between ease of use for beginners and powerful functionality for long-term use.
Challenge
The biggest challenge was designing an admin interface that felt simple without being simplistic. Many GoShop users are first-time sellers with no prior e-commerce experience, so clarity and forgiveness were essential. At the same time, the platform needed to support customizable themes for different clients, which required balancing ease of use with a token-based system flexible enough to handle branding variations.
The platform needed to be robust and scalable to support experienced merchants and future business growth. This meant striking a balance between ease of use for beginners and powerful functionality for long-term use.
My approach
I started by preparing user personas to capture the needs of both first-time sellers and more experienced merchants. From there, I mapped out key merchant flows — product creation, inventory management, order processing, and shop settings.
In parallel, I introduced a tokenized design approach, reducing friction with smarter defaults and clear feedback, while ensuring every element could be adapted into custom themes for different clients.
My approach
I started by preparing user personas to capture the needs of both first-time sellers and more experienced merchants. From there, I mapped out key merchant flows — product creation, inventory management, order processing, and shop settings.
In parallel, I introduced a tokenized design approach, reducing friction with smarter defaults and clear feedback, while ensuring every element could be adapted into custom themes for different clients.
Outcome
The interface gives merchants a sense of control without requiring deep technical skills. It makes it easy to start small, add a few products, fulfill initial orders, and grow naturally from there.
Thanks to the tokenized design system, the platform not only reduces friction for beginners but also enables white-label customization, ensuring scalability as merchants and clients expand.
Outcome
The interface gives merchants a sense of control without requiring deep technical skills. It makes it easy to start small, add a few products, fulfill initial orders, and grow naturally from there.
Thanks to the tokenized design system, the platform not only reduces friction for beginners but also enables white-label customization, ensuring scalability as merchants and clients expand.
Reflection
This project reminded me how much confidence good UX can create, especially for non-experts who are just starting their journey. Working on GoShop showed me that even simple design decisions, like reducing fields or clarifying feedback, can have a profound impact on how empowered users feel.
Designing tools that are approachable and self-explanatory is one of the most meaningful ways design can open doors for people, turning complex systems into experiences that feel accessible and encouraging rather than intimidating.
This project reinforced the importance of designing for both immediacy and longevity: lowering entry barriers for new users, while ensuring the product architecture can evolve as their businesses expand.
Reflection
This project reminded me how much confidence good UX can create, especially for non-experts who are just starting their journey. Working on GoShop showed me that even simple design decisions, like reducing fields or clarifying feedback, can have a profound impact on how empowered users feel.
Designing tools that are approachable and self-explanatory is one of the most meaningful ways design can open doors for people, turning complex systems into experiences that feel accessible and encouraging rather than intimidating.
This project reinforced the importance of designing for both immediacy and longevity: lowering entry barriers for new users, while ensuring the product architecture can evolve as their businesses expand.
Latest projects
UX
UI
Product design
Turning complex financial data into one clear overview
Redesigned the web app for Finbricks (subsidiary of KB SmartSolutions), creating an intuitive dashboard that consolidates accounts from multiple banks into one user-friendly interface.
UX
UI
Product design
Turning complex financial data into one clear overview
Redesigned the web app for Finbricks (subsidiary of KB SmartSolutions), creating an intuitive dashboard that consolidates accounts from multiple banks into one user-friendly interface.
UI
Concept
Designing a Product Finder for Pet Owners
Created a concept for Brit that helps pet owners easily navigate product categories and make confident choices tailored to their pets’ needs.
UI
Concept
Designing a Product Finder for Pet Owners
Created a concept for Brit that helps pet owners easily navigate product categories and make confident choices tailored to their pets’ needs.
Latest projects
UX
UI
Product design
Turning complex financial data into one clear overview
Redesigned the web app for Finbricks (subsidiary of KB SmartSolutions), creating an intuitive dashboard that consolidates accounts from multiple banks into one user-friendly interface.
UI
Concept
Designing a Product Finder for Pet Owners
Created a concept for Brit that helps pet owners easily navigate product categories and make confident choices tailored to their pets’ needs.