Uygunbana: designing a simpler all-in-one marketplace for Türkiye, storefront to admin

Overview

Uygunbana is a new e-commerce marketplace for Türkiye, competing in the same space as Hepsiburada, Trendyol and n11. Stores open their own shops on the platform and shoppers buy from all of them in one place, with one cart and one account.

I designed the platform and the brand through my studio, Beew, as lead designer: more than 200 pages over six months in 2024, covering the storefront and customer account, the store panel and the admin panel, on desktop and mobile. Uygunbana has not launched yet.

The challenge

Big Turkish marketplaces are powerful but crowded: banners, badges and options compete on every screen, for shoppers and sellers alike. Uygunbana wanted to offer the same range in a calmer, simpler way, and the ready-made e-commerce scripts it looked at could not support that.

• Complexity: competitors' screens ask shoppers to process too much before they can buy.
• Three audiences: shoppers, stores and admins each need their own pages and panel.
• No script to lean on: everything had to be designed from scratch.
• Edge cases: returns, rejected documents, store approvals, failed steps and empty states all needed a designed answer.
• Scale: more than 200 pages, plus a new brand.

Goals

• Make shopping and selling feel clean and simple, without losing the range of a big marketplace.
• Base the design on what real shoppers and stores need, not on what competitors do.
• Design every page from scratch, including the edge cases.
• Give stores and admins panels that are as clear as the storefront.
• Create a brand that feels friendly and trustworthy.

Approach

1. Start with shoppers and sellers

Before designing, we held one-to-one interviews and ran surveys with e-commerce shoppers and store owners. Their frustrations with existing marketplaces set the priorities for every page that followed.

2. Remove until it is simple

Every screen has one main action, a white canvas and a single green accent. Campaigns, badges and filters are there when they help, not everywhere by default.

3. Design every edge case

Because nothing came from a script, every state had to be designed: document approvals and rejections, store applications, order statuses from shipped to returned, password rules, empty lists and a 404 page.

4. One system for three audiences

The storefront, the store panel and the admin panel share the same components, from cards and tables to filters and status tags, so a store owner who shops on Uygunbana already knows how their panel works.

The solution

Homepage, categories and content pages

The homepage leads with one campaign and clear category shortcuts, then flash deals and popular products. Category pages keep filters in a side column, and content pages such as About, Contact, FAQ and legal pages follow the same calm layout.

Product pages, reviews and comparison

Product pages bring the essentials to the top: gallery, rating, colour and size, price with installment options, the seller and one clear buy button. Reviews, Q&A and shipping details follow in tabs.

Cart, checkout and order tracking

The cart groups items by store, with delivery estimates and free-shipping thresholds. Checkout takes three steps, address, cart confirmation and payment, and order tracking shows every step from preparing to delivered.

Customer account

Sign-up and log-in take a few short screens. The account gathers orders, favourites, reviews, comparisons, saved cards, addresses and coupons in one menu, with security rules shown as you type.

Stores and the store panel

Opening a store starts with a short application. Each store gets its own page with a banner, rating and listings, and its panel shows sales, orders, returns and earnings by product. Documents such as tax certificates are tracked with clear statuses, and products are added in steps with variants and images.

Admin panel

The admin panel runs the marketplace: users, stores, orders, commission revenue and items waiting for approval on one dashboard, with feedback sorted by sentiment, order tracking across all stores, store approvals and editable site content.

Brand identity

We also designed the Uygunbana brand: a rounded “u” mark in a fresh green, used on the app icon, the logo and as the single accent colour across the interface.

Results

• More than 200 pages for shoppers, stores and admins, on desktop and mobile, delivered in six months.
• A cleaner, simpler marketplace experience shaped by interviews and surveys with shoppers and stores.
• A fully custom design with no ready-made script, with edge cases planned page by page.
• Three connected panels on one shared component system.
• A complete brand identity, ready for launch.

Key takeaways

• Talking to shoppers and sellers first is the quickest way to know what to remove.
• In a marketplace, simplicity comes from one main action per screen, not from fewer products.
• Without a script, edge cases are the real scope; plan them from the start.
• When stores and admins use the same components as shoppers, every panel is easier to learn.