B2B E-commerce Platform: Design Lead, July 2021–October 2025.
Senior Product Designer, then Design Lead (contract), July 2021–October 2025. Alerzoshop connects informal retailers across Nigeria to wholesale stock. Ordering used to be manual: retailers placed orders by phone or through an in-person relay, which routinely took days. I designed the self-serve ordering flow that replaced it.
Lead Product Designer (contract)
My Role
Web & Mobile (iOS + Android)
Platform
E-commerce Platform, Ordering, Admin, Internal app
Focus
40% sales lift
Outcome
The Business Stakes
Retailers placed orders by phone or through an in-person relay, which routinely took days, and any miscommunication could mean the wrong goods reaching the warehouse or a delayed delivery. For a retailer running a small shop on tight cash flow, a multi-day ordering cycle is a real cost, not an inconvenience. The competitive picture mattered too: Omnibiz, a well-funded competitor with the same B2B distribution model, raised a $15M round to expand across Nigeria and Ghana around the same time. If Alerzoshop's ordering stayed manual, retailers had a fast-growing, tech-first alternative.
My Role
I owned the design of Alerzoshop's digital ordering experience across web and mobile, moving retailers from a manual, relay-based process to a self-serve flow they could complete on their own. I also led a team of 11 product and graphic designers through design critique and documentation.
The Hard Problem
Retailers were used to ordering through a person, not a screen. The flow had to be simple and trustworthy enough for non-digital-native users to adopt on their own, accurate enough to end the mix-ups from phone and relay orders, and fast enough to make the days-long manual cycle obviously worse by comparison.
Key Decision
Replaced phone/relay-based ordering with a structured digital catalogue and cart, so retailers could browse and confirm their own orders instead of relaying them through an agent.
Built explicit order confirmation and status steps: closing the gap where miscommunication used to cause order mix-ups between what a retailer asked for and what the warehouse received.
Streamlined the handoff from a confirmed order to warehouse fulfilment: so the warehouse worked from clean, structured order data instead of interpreting phone notes or informal messages.
Designed consistently across web and mobile: since retailers accessed Alerzoshop from whichever device they had on hand.
Solution
A self-serve ordering flow: retailers browse stock, place an order and get confirmation digitally, and the order goes straight to the warehouse as structured data instead of through a manual relay. The days-long call-and-relay cycle became a flow retailer's complete themselves, with fulfillment picking it up in under 24 hours.
Impact
40% lift in sales after the self-serve ordering flow launched.
Order time cut from days to under 24 hours.
35% increase in user retention.
60% improvement in design team turnaround through critique and mentoring of 11 designers.
Reflection
Looking back, I'd have mapped the warehouse-side fulfilment handoff earlier, rather than mostly after the ordering flow was locked. The two are more connected than they first appear. A clean order on the retailer's screen still has to arrive as clean, actionable data at the warehouse, and that connection is worth designing from day one instead of bridging afterwards.
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