(Just in case you were still wondering, we’re really an independent design and advertising agency based in Singapore. Not a bakery.)
Smthgood was a fashion marketplace that set out to do something good: be a platform for sustainable brands so that you can shop with an easy conscience!
On top of creating the brand identity, we also took on the design and development of the Smthgood app. This included building the entire e-commerce ecosystem, from initial UI/UX wireframing and front-end styling to backend integration and user testing.
By developing the system from scratch, we were able to integrate both buyer and seller functionalities into a single unified interface. This approach allowed us to simplify the infrastructure while still catering to the disparate needs of two entirely different user journeys.
The Shopper Experience
For the shopper, the experience was defined by effortless discovery. We designed a seamless interface that prioritised flow, allowing users to navigate from curated collections to a secure checkout with intuitive ease.
Beyond traditional browsing, we introduced shoppable lookbooks created by the community, harnessing the power of social style-sharing to turn visual inspiration into instant purchases. We also created engaging quizzes that helped shoppers discover their ‘style DNA’ and allowed the system to offer tailored recommendations based on their unique aesthetic.
To drive long-term engagement, shoppers were rewarded with Smthgood Coins not only for purchases, but for active community contributions such as curating lookbooks, engaging with social content and sharing the platform with others.
The Seller Experience
The seller experience was split across two touchpoints to maximise efficiency, empowering brands to manage their storefronts with precision, from inventory control to sales analytics.
The streamlined mobile interface allowed for quick, on-the-go tasks like order alerts and basic inventory updates through the app. For more complex administrative needs, sellers also had access to a web portal with comprehensive functionalities like seamless Shopify integration for automated inventory syncing, bulk product management and granular financial reporting.
In this way, sellers were thoughtfully equipped with a lightweight tool for high-frequency daily interactions as well as a powerful, data-rich workstation for in-depth operational oversight.
