- 01
B2C anchor at mainstream scale.
Most of my recent work is gaming and dev-platform. Amway is the proof I can ship for mainstream Indian consumers — ABO sellers and retail buyers on app and web — under the constraints of a global enterprise brand.
- 02
Design-system thinking, year zero.
2020 — three years before Float. The instinct to build the system alongside the screens, so two designers could ship two surfaces without drift, was already there. Float later took the same instinct multi-brand.
- 03
Brand discipline under global guidelines.
Solving local-market flows for ABO sellers and retail buyers while staying inside Amway's global guideline frame — the same tension that shows up in every multi-region B2C project I've worked on since.
VIEW
App, web,and the systemthat held them together.
— What I owned
DS lead · app and web flows. Product designer on a 2-designer pod.
— Worked with
1 co-designer + Amway India brand team. Shipped in part — long-form research and personas live on Behance.
FIG. 01 / OVERVIEW
amway india · b2c
2020 — 2021
● SHIPPED (in part)
Amway
§01The brief. What was on the table.2020 / Pre-redesign
Amway India serves millions of ABOs (Amway Business Owners) running independent direct-sales businesses across the country. The existing app and website had grown organically — flows were inconsistent, the mobile catalog and the web catalog felt like different products, and the global Amway brand sat awkwardly on top of locally-specific user behaviour.
- Pain · 01
- App and web evolved separately — same brand, two different visual languages.
- Pain · 02
- Complex Indian-market flows (catalog, payments, regional preferences) bolted onto a global template.
- Pain · 03
- No shared component library — every screen was a one-off, re-drawn from scratch.
- Pain · 04
- Two surfaces, two designers — no source of truth meant constant cross-checking and rework.
FIG. 02 · Research, personas, opportunity map
About this: a slice from discovery — ABO interview verbatims (left column), the lead-persona card, competitive teardown across direct-selling and lifestyle apps, and the six-stage customer journey map (discover → engage → inquire → buy → during → after) that anchored the redesign brief.research · 2020
§02Three things at once. App, web, system.The Move
From research to pillars. Eight ABO interviews surfaced two recurring frustrations: app users couldn't complete returns without calling the helpline, and web users gave up at checkout because addresses didn't pre-fill from the app. Both pains traced back to disjoint information architecture — which set up Pillar 02: a single shared system across app and web.
The redesign couldn't happen in series — both surfaces were live and the brand team was actively shipping. We worked in parallel and built the system alongside the screens, so each one could feed the next.
01 — APP
Rework the mobile surface
Re-architected the home, catalog, product, and checkout flows around the way ABOs actually use the app — list-heavy, repeat-purchase, regional-preference-aware.
02 — WEB
Re-anchor the desktop surface
Rebuilt the website to align with the global Amway brand while keeping the India-specific catalog and content patterns intact.
03 — SYSTEM
Build a shared DS
Color, type, spacing, components, and patterns — the layer that made app and web feel like one product instead of two cousins.
§03The app.iOS / Android
About this: two sides of the same app. Left — the customer flow: home, nutrition catalog, product detail, cart, address, order confirmed. Right — the ABO flow: profile completion, the orientation program, AmPoint rewards.app · ios + android
§04The web.Desktop / responsive
FIG. 04 · Web — landing / discoverydesktop
FIG. 05 · Web — product detail / cartdesktop
§05The system.Design System · 2020
A shared design system was built alongside the screens, in accordance with Amway's global brand guidelines — so two designers could ship app and web surfaces without the brand drifting.
— Read the full case study on Behance ↗§06Why this still earns a spot.Honest self-review
A 2020 contract — three years before Float, my first real design-system effort, and the only B2C consumer surface in this portfolio. The work didn't fully ship under my hand (I rolled off mid-rollout), but the instincts it taught me show up in everything since. Listed below: what it proves, and what I'd push harder on next time.
- 01
Build the system sooner.
We started screens-first and extracted the system afterwards. Should have inverted the order — the rework was real. On Float I started with the system; the difference in pace was obvious.
- 02
Tighter ABO research loop.
Two designers, dozens of screens — research happened in bursts at the start of each module rather than continuously. A steady cadence would have surfaced regional and language edge-cases earlier, before they became rework.
- 03
A stronger handover artifact.
I rolled off contract mid-rollout. The partial handover was awkward — a tighter system doc plus written rationale per pattern would have let the remaining designer carry it without losing the why.
— FULL CASE STUDY · BEHANCE — Research · personas · interview methodology