ONE Storefront Builder
A multi-industry platform that lets sellers spin up e-commerce, logistics, and manufacturing storefronts from ready-made templates, customize them without a developer, run the business from one CMS, and hand shopping off to an AI assistant — end to end, the way Shopify does for one vertical, built here for many.
- Type
- Multi-industry storefront builder
- Platform
- Desktop, 1440px
- Industry
- E-commerce · Logistics · Manufacturing
- Team
- 4 designers (1 Design Lead + 3 UI/UX Designers)
- Duration
- 2 years, 4 phases
- My role
- Design Lead
One builder, four phases, every industry a seller sells in
ONE lets a seller describe their business, pick an industry — e-commerce, logistics, or manufacturing — and walk away with a fully working online store: homepage, product listing, product detail, cart, checkout, and order tracking, styled to their brand, with an admin dashboard to run it and an AI assistant to sell for them. Think Shopify's theme-and-launch model, rebuilt to span industries that don't shop the same way.
Setup & Operations
- Guided setup wizard — needs, template, features, plan
- CMS: dashboard, catalog, inventory, orders, team & roles
Storefront
- Industry templates — full home-to-order-tracking flow
- AI shopping assistant embedded on every template
ONE is built for sellers, but every screen answers to two audiences
Our primary user is the seller setting up and running the store. But a storefront only works if the seller's own customers — the buyers — can shop it without friction. Research surfaced six recurring pain clusters, felt differently on each side of the same transaction.
Client comms scattered across systems
Difficulty maintaining timely, effective communication with clients because information lives across different, disconnected tools.
Quotations built and tracked by hand
Generating and managing quotations manually delays the sales process and slows responsiveness to customer inquiries.
Orders, customers, and follow-ups: all manual
Handling orders, customer information, and follow-ups by hand is time-consuming and prone to errors.
No real-time status to hand the buyer
Difficulty providing real-time order status and tracking information back to customers.
Pending issues pile up unmanaged
Hard to manage every pending buyer issue that needs support — communication gets delayed or missed entirely.
No data to sell smarter
Lack of comprehensive data on customer behavior, preferences, and purchase history blocks personalized sales strategies.
Stale product & stock data
Difficulty accessing up-to-date product information, pricing, inventory levels, and order or return status.
Bulk pricing means waiting on someone
Time-consuming negotiations and approvals for bulk orders and custom pricing.
Placing an order still means a phone call
Manual order placement through phone, email, or an online workspace is time-consuming and error-prone.
No visibility once the order is placed
Lack of visibility into order status and shipment tracking leads to uncertainty and delay.
Support is slow and scattered
Delays in communication and support caused by manual processes and disparate communication channels.
Not surfaced on the buyer side
No buyer-side pain was mapped here — a gap in the research itself, and a reminder this cluster is a seller problem to solve quietly.
How a 4-person team kept four phases in sync
Every task started from two inputs — a wireframe and a requirement doc linked in Notion — and went through the same review chain before it shipped, whether it was a Phase 1 setup screen or a Phase 4 AI prompt.
Design
Build the screen against the design system. Second collab checkpoint with BA mid-flight, before it goes to review.
PIC Review
The module's person-in-charge designer reviews for consistency with the rest of that phase.
BA Review
Business analyst checks the design against the original requirement before adjustment.
Final review
Sign-off; the screen is ready for handoff to engineering.
ONE Product — from a blank need to a priced, submittable plan
The setup wizard is the first thing a seller touches, and the moment ONE has to earn trust: turn a vague need into a concrete, priced store plan in one sitting, with an AI assistant standing in for the sales conversation a seller would otherwise have to book.
The First-Time Seller
Context
An independent seller or small team launching their first online store — e-commerce, logistics, or manufacturing — with no in-house developer, no design team, and no prior experience scoping a website build.
Goals
- Get a working, on-brand store live without hiring an agency or developer
- Know the exact cost and timeline before committing any budget
- Move at their own pace — explore options first, or move straight to building if they already know what they want
Pain points
- Doesn't know what “features” a store like theirs actually needs, or what they're called
- Can't judge a feature list or a generic mockup — needs to see it on a real page to know if it's right
- A template that looks like everyone else's doesn't feel like their brand
- A verbal quote from a salesperson is slow, vague, and easy to walk away from mid-conversation
Two entry paths, one merge point, then a straight line to a submitted plan.
Provide your needs
Pick a category, get a recommended template.
Browse templates
Browse 50+ templates by category, cost & schedule.
Select your features
Toggle by hand, ask the AI, or restyle live.
View your plan
Cost & schedule estimate, submitted to Sales.
Six flows carry that journey — each one below pairs the requirement with the solution that answered it.
Provide your needs
A first-time seller doesn't have a spec, only a business — asking for full requirements up front causes drop-off.
One required choice, a business category, plus an optional site name. Everything else comes later.
Two paths to a template
Some sellers know exactly what they want; others want to browse first. One funnel loses whichever group it wasn't built for.
Two equal entry points — guided category pick, or browse 50+ templates — both merging into the same feature builder.
Feature builder with a live prototype
A feature checklist means nothing to a seller who isn't a developer — they need to see it on a real page.
Every toggle updates a live prototype and its price in real time, split by Website/Mobile.
Theming — change styles live
A generic-looking template doesn't feel like the seller's own brand.
Color, font, and button style restyle live, directly on the prototype — zero code, no designer needed.
AI assistant as a feature co-pilot
The manual feature list stalls a seller who doesn't know what they actually need.
An AI tab asks a few plain questions and proposes a feature set the seller can still edit by hand.
Plan & handoff
A seller commits budget, not features — a verbal quote is slow and easy to walk away from.
One auto-generated document with cost and schedule — saved, exported, or submitted straight into Sale management.
Template library — one commerce flow, every vertical
Every template in the library ships the same six-page flow — homepage, product listing, product detail, cart, checkout, and order tracking — because a seller shouldn't have to redesign the buying journey, only restyle and re-merchandise it for their category.
CMS — where the seller actually runs the business
Once a store is live, ONE's admin dashboard is where a seller spends the rest of their time: watching performance, keeping the catalog and stock accurate, building orders manually when a buyer calls in, and — for B2B sellers with a purchasing team — controlling who can request, and who can approve.
Team & Permissions
B2B sellers on the Manufacturing and Logistic templates run purchasing through a team, not one account — this is the split we designed for, addressing the “Price negotiations” and “Ordering process” pain points directly: whoever can request a quotation or order should not always be who can approve it.
| Role | Manage staff | Manage admins & teams | Manage configs | Create quotations | Create orders | Create complaints | Approve quotations | Approve orders | Approve complaints | Approve & sign legal docs | View all |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Account Owner | |||||||||||
| Operation Admin | |||||||||||
| Purchase Manager | * | ||||||||||
| Purchase Staff |
AI — a co-pilot for the seller, a concierge for the buyer
Phase 4 layered one assistant into two very different jobs: inside the setup wizard it interviews the seller to configure their store faster than the manual feature tree; on the storefront it becomes the buyer's shopping assistant, embedded on every template the same way the six-page flow is.
Four phases, one system underneath
Every template, CMS module, and AI surface ships from the same token-based design system — the only way a 4-person team keeps a multi-vertical library consistent over 2 years.
What two years on ONE taught me
50+ templates across 3 verticals only stayed consistent once features, colors, fonts, and button styles were treated as swappable tokens — not one-off mockups per industry.
The biggest win in Phase 4 wasn't a smarter chat widget on the storefront — it was moving feature selection in Phase 1 from a checkbox tree into a Q&A the assistant runs for the seller.
Notion-tracked requirements plus a PIC-then-BA double review before final sign-off is what let 4 designers ship 4 phases in parallel without drifting from each other's decisions.