Case Study

OpnCorp B2B Marketplace

OpnCorp B2B Marketplace

Discover the right corporate solutions for growing a business

At VentureHaven, we designed OpnCorp, a platform that allows companies to buy and sell business-related services in Asia.

Product

Website (Mobile)

Skills

UX/UI Design
Branding

My Role

Design Intern

Timeline

June 2023 - July 2023

Collaborators

Ivan Sim (Head of Product), Bin Nguyen (Product Designer), Chist Vu (Product Designer), Emily (UX Writer)

Overview

A strong and cohesive brand identity

I cultivated a new look and feel for OpnCorp's visual identity to capture the essence of the brand's purpose, values, and mission. I created 40 pages of a brand style guideline that outlines the design and usage of OpnCorp's logo, typography, color, and visual assets.

A robust UI design library

I helped the product designers develop a style guide to ensure consistency across all the pages. Using the style guide and atomic design methodology, we created and organized over 100+ atoms, molecules, and organisms.

An intuitive buyer experience

We designed the key user flows to improve the buyer experience. We mainly focused on enhancing service discoverability by improving the choice architecture.

Visual Identity

Capturing the essence of the brand

I was responsible for designing the OpnCorp logo, ensuring it is clean, balanced, and recognizable. I hand picked the typography, colors, and illustrations.

Research

Gather stakeholder insights

We spoke with 5 potential buyers for the site to narrow down our design question with a comprehensive vision.

Stakeholders are struggling to discover and connect with the exact service and provider they desire

Buyers often face significant frustration due to the fragmented and inefficient process of discovering, evaluating, and selecting the right service provider. With limited transparency, inconsistent information, and a lack of centralized options, the journey to purchase becomes time-consuming and error-prone, often leading to delays, subpar choices, or abandoned decisions altogether.

Design Question

How can we help buyers efficiently discover the right service for their business?

How can we help buyers efficiently discover the right service for their business?

Personas

I identified two unique personas

I analyzed the needs, preferences, and expectations to better understand user goals to guide the design of new discovery channels.

Mark Chen

Mark Chen

CEO and Founder of an SaaS startup in Singapore

Goals

Wants a shortcut to vetted, startup-friendly vendors without spending weeks on research.

Seeks a sweet spot between affordable rates and professional output, avoiding both cheap-and-risky and overpriced agencies.

Prefers partners who understand MVPs, lean teams, fast iterations, and ambiguous roadmaps.

Hopes to assemble a go-to list of freelancers/agencies he can rely on for future sprints or projects.

Challenges

Faces a flood of freelancers and agencies online, with no clear way to evaluate who’s reliable or the right fit.

Doesn’t have the bandwidth to vet multiple vendors, check references, or compare proposals in depth.

Many vendors don’t show upfront pricing or bundle in hidden fees, making it hard to estimate true cost.

Burned in the past by flaky freelancers or agencies that overpromised and underdelivered.

Portfolios look good on the surface, but it’s difficult to tell who can actually execute on startup-level needs (fast, lean, and adaptable).

Tools

Michelle Wei

Michelle Wei

Director of Operations of a Fortune 500 Company in Kuala Lumpur

Goals

Wants to streamline discovery of vendors who meet compliance, scalability, and SLA expectations.

Looks for partners who understand her team’s goals, tech stack, and operational context.

Wants transparent proposals with references, security credentials, and compliance documentation upfront.

Seeks to expand vendor options without adding unnecessary complexity or management overhead.

Challenges

Faced with too many vendor options across platforms with little differentiation, making shortlisting difficult.

Difficult to identify vendors that align with both GlobalTech’s enterprise standards and local/regional business nuances.

Often depends on word-of-mouth or personal connections, which limits the discovery of new or niche providers.

Frustrated by generalist agencies that claim to “do everything” but lack proven depth in key areas

Struggles to validate vendor claims on expertise, case studies, and references, especially across borders.

Tools

Competitive Analysis

I identified and analyzed 4 competitors

I looked into other platforms that allow businesses to purchase services – Fiverr, Upwork, Guru, and 99Designs. I studied their visual styles, messaging strategies, and platform features. Competitive analysis allows us to discover the strengths and weaknesses of similar platforms to OpnCorp. We can use this research to find and implement the most effective practices (strengths) while exploiting competitor weaknesses. Below is a cross-comparison chart of site features.

Choice Architecture

Increasing the amount of discovery channels

We mapped out four different user flows that the buyer can take to discover services. The choice architecture map includes user actions and discovery results. The process is efficient and narrows down possible services and providers.

Wireframing

Establishing the foundation

I created a low fidelity wireframe to set up the foundational layout of the screens. This step ensures that the prototype is functional before implementing the style guide.

Design Library

Pixel-perfect components

I helped my team organize atoms, molecules, and organisms in Figma. We worked on type, logos, buttons, notifications, popups, input boxes, profile cards, service cards, etc. By having a file with all the components and their various states, ensured visual and functional consistency across our platform. This also increased the team’s efficiency when building new web pages.

High Fidelity

A streamlined way to explore and select corporate services at your fingertips

I created the landing page, category pages, search results, and filtering process — all coming together to deliver a seamless, user-friendly experience that makes discovering and selecting services fast, intuitive, and even enjoyable

Landing Page

The landing page is designed to create a welcoming, intuitive first touchpoint that orients users and sets the tone for a smooth discovery experience. It guides users toward relevant categories, and encourages exploration.

The landing page serves as the starting point (home) where the choice architecture branches out from. Users can search by keyword, browse by category, explore recommended services, explore best selling services, and explore top providers.

Category Pages

Each category page is designed to introduce the range of services within its domain and act as a sub-discovery hub, guiding users toward the most relevant offerings with clarity and ease.

Keyword Search

Keyword search allows users to quickly find specific services by entering relevant terms, simplifying the path to discovery. User flows involving keyword search is for buyers who have a specific service in mind.

Filters

Filters help users narrow down results based on key criteria like category, price, location, ratings, and language—making it easier to find exactly what they need. Filters give users refined control over the discovery process.

Reflection

Fast-paced, global, startup environment

Designing in a fast-paced global startup environment required a sharp focus on speed and adaptability. The goal was to deliver clarity and usability without overcomplicating, all while ensuring the product could scale across diverse markets. Working cross-functionally with product and engineering teams, I made sure every design decision aligned with both business goals and user needs, moving fast without sacrificing quality.

I would like to thank my mentors Chist and Bin, who gave me tons of helpful design feedback and resources. I am also extremely grateful for my supervisor Ivan, who helped me settle into the company and showed me a new hawker stall during every lunch break.

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