- 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.
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.
Seller app — customer flow
FIG. 01 / OVERVIEW
amway india · b2c
2020 — 2021
● SHIPPED (in part)
Amway
The short version.
Full story · ~6 min read below- Problem
- Amway India’s app and website served sellers and buyers in two different visual languages, with no shared system between them.
- My role & team
- Contract product designer on a 2-designer pod. Led the design system and shared app + web screens with one co-designer.
- What shipped
- Redesigned app and web flows on a shared design system aligned to Amway’s global brand guidelines.
- Outcome
- Rolled off mid-rollout, so shipped in part. Long-form research and personas live on Behance.
§01The brief. What was on the table.2020 / Pre-redesign
Millions of ABOs ran their businesses across an app and a website that had grown apart — same brand, two visual languages, no shared library.
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 — stakeholder interview verbatims (left column), the lead-persona card, competitive teardown of Oriflame, Herbalife and Vestige, 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
The bet: rework app and web in parallel and build the shared system alongside the screens, so each surface could feed the next.
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.
FIG. 03 · Card sorting — the catalog information architecture
About this: the shared IA that both surfaces would sit on. The existing navigation submenus were split into more defined sections, and the four main navigations — Nutrition, Beauty, Personal care, Home & living — were regrouped by how people actually look for products rather than by how the catalog was stored.ia · shared across app + web
§03The app. Rebuilt for repeat purchase.iOS / Android
Two flows on one app: the customer path from home to order confirmed, and the ABO path through profile, orientation and AmPoint rewards.
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. Global brand, local catalog.Desktop / responsive
Landing, discovery, product detail and cart rebuilt in the global Amway frame, with the India catalog and content patterns kept as they were.
FIG. 04 · Web — nutrition cataloguedesktop
FIG. 05 · Visual design summary — web and appdesktop
§05The system that held both together.Design System · 2020
Color, type, spacing, components and patterns — the one layer built so app and web would read as one product instead of two cousins.
FIG. 06 · App and web on one visual language
About this: the web landing and the app product page side by side — the same type, colour, spacing and component grammar on both surfaces, inside Amway's global brand frame.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.
§06Why this still earns a spot.Honest self-review
A 2020 contract, three years before Float — I rolled off mid-rollout, so this chapter is what it proved and what I’d push harder on.
A 2020 contract — three years before Float, my first real design-system effort. 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 / 06- 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