Haveyouseen is a social eCommerce platform based on an incentivised network effect where users get rewarded for shopping and sharing online.

Services: UX, UI & design system

Results: Increase in retention rate, new customer acquisitions and conversion rate

The Challenge

To imagine an eCommerce experience that enables customers to search, browse, purchase products and share on social platforms to earn cashback.

To be sure we're addressing the right problems we designed our process around cycles of prototyping and face to face user sessions, validating every step of the way with the input from real users. Our starting point was understanding the ‘buy, share and earn’ feature.


With the ‘buy, share and earn’ pages as the main touchpoints, we set up our architecture based on the two main use-cases: 'I want to share a specific item I want to buy' or 'I want to see what my reward would be.'

We landed on sequential architecture, where users will follow a path through the content to accomplish the task they needed. This will also allow us to gain insight into viewing habits and find opportunities to improve.

The dash

At the top of the most requested features was the dashboard. Our users wanted to be able to see an overview of their earnings, payments, products shared, collections and their wish list. They also wanted the ability to edit their details in ‘settings’ instead of when they are at the checkout.

The framework had to be simple, yet flexible enough to support these features. A card-based UI allowed us to easily scale the dashboard as additional features were developed based on future user requirements.

Sign up
& Sign in

Let’s face it — users don’t want to fill out loads of forms to buy a t-shirt, I can vouch for this. We found that users see a long sign up form as a task and would rather use Facebook or Google to sign up instead. We found providing our users with the option of social signup simplified their lives, which made them much more willing to use the product.

Next, we needed to understand what information was needed for 2 different types of users:

Signed-in and not signed-in. For the users its efficient to be kept signed in but this also comes with a security risk, so there must be a limit implemented to ensure hackers can’t take advantage of this. For users who signed out after every session, we added contextual details for login. This meant users that provided more contact information than just an email address can use other methods like phone number or username. We also allowed users to toggle to show their password which will pinpoint any errors.

Design system

To maintain consistency and ensure efficient design to dev handover, I developed a modular design system based on reusable components and their states. Every component can be rearranged and combined with others while maintaining design consistency and recognizable UI patterns for the user.

Color palette





Primary font - Open Sans