Varmodel AI is a B2B platform that helps companies find and manage strategic partnerships. It features tailored landing pages and a marketplace to connect businesses with key partners and services, streamlining collaboration and accelerating growth.
Duration
6 Months
Role
Lead Product Designer
Project
B2B Partnership Platform
What I did
UX Design, UI Design, Secondary Research
*The projects showcased here provide a snapshot of my design contributions at this company, based on publicly available information. To respect confidentiality agreements, some details have been generalized or excluded. This portfolio aims to demonstrate my design skills and experience.
The Business
Varmodel AI is a B2B platform that helps companies find and manage strategic partnerships. It features tailored landing pages and a marketplace to connect businesses with key partners and services, streamlining collaboration and accelerating growth.
Goal
Reduce Bounce Rate.
Increase User Engagement
Solution for One Time Revenue
Challenge 01 - Home Screen Redesign
The Problem
Varmodel was experiencing a noticeable rise in bounce rates, which signalled that users were leaving the platform too quickly without engaging with its full range of features and offerings. This trend raised concerns for the CEO, who feared that potential users were not staying long enough to discover the value and capabilities of Varmodel’s services, leading to lost opportunities for user retention and growth
Home Screen Before Redesign
Outcome Requirements for Home Screen
1. Reduce Bounce Rate.
2. Increase User Engagement
My Process
1. Discovery and Analysis
I began by sitting down with the stakeholders to understand what they truly wanted to communicate to their audience. I asked questions like:
“What is the one thing you want your users to understand when they land on this page?”
“What actions should they be taking as their next step?”
Why Was There an Increase in the Bounce Rate?
After reviewing the initial user testing reports and videos, I observed the following challenges users were experiencing:
Unclear headers with missing descriptions, which left users feeling confused about the purpose of each section.
Visual elements that didn’t align with the accompanying content, causing a disconnect between design and messaging.
An inconsistent design system, which diluted the brand’s credibility and made the user experience feel disjointed.
A lack of clear calls to action, making it difficult for users to understand how to engage with the platform effectively.
2. Strategic Redesign
Based on my analysis of the existing site and insights gathered from stakeholder interviews, I began the redesign process by creating a comprehensive list of key areas that needed improvement. Below are the Details.
Developing a Design System
To establish consistency and a cohesive look-and-feel, I created a comprehensive design system encompassing components, typography, and hierarchy.
Creating a Content Inventory & User Flow
I cataloged existing and missing content, prioritizing essential information. This helped streamline navigation and ensured that users could quickly find what they needed.
Redesigning the Home Screen
I crafted a new Home Screen that aligned visual elements with messaging, clearly communicating Varmodel’s value proposition. The redesign ensured users could instantly grasp the platform’s offerings.
Design Outcome
Uniformity in the Design
More Clear Information
Communicative
Not Conjusted
Final Outcome for Homesreen
20% Reduction in Bounce Rate.
15% Increase in User Engagement
Challenge 02 - One-Time Revenue Opportunity through a Marketplace
The Problem
After addressing the Home Screen, the next challenge emerged: how could Varmodel create a one-time revenue stream while providing value to users?
Stakeholders recognized an opportunity to build a marketplace where users could discover partnership opportunities—a space where businesses and individuals could showcase their needs and solutions. However, the platform lacked a structured, monetizable approach to harness these interactions for business growth.
My task was to ideate and design a marketplace experience that not only facilitated valuable connections for users but also introduced a one-time revenue stream through paid features such as featured posts or premium listing placements.
This challenge required balancing user value with business objectives—designing an intuitive, engaging marketplace that supported Varmodel’s evolving revenue strategy.
Outcome Requirements for Marketplace
1. Add a Source of One Time Income
2.A Platform to Search Partnership Opportunities
My Process
1. Discovery and Analysis
After addressing the Home Screen, the next challenge was creating a new revenue stream while adding value for users. Stakeholders envisioned a Marketplace to connect Service Seekers with Service Providers, but the platform lacked a clear structure and monetization approach
Stakeholder Goals
Build a platform to facilitate partnership opportunities.
Feature listings with partnership types, descriptions, ratings, and images.
Beta Version: Controlled posting through back-office approval.
One Time Revenue from the marketplace
"Our goal is to create a trusted space for partnerships, where providers can showcase their offerings and seekers can find the right connections."
User Needs
User Group 1: Service Seeker
Role: Startup founder, business leader, or individual seeking partnerships.
Goal: Find reliable, relevant service providers or partners to collaborate with.
Needs:
Clear, detailed listings with descriptions, ratings, and visuals.
Easy way to search and evaluate potential partners.
Contact options for quick follow-up.
User Group 2: Service Provider
Role: Company representative or entrepreneur offering partnership opportunities.
Goal: Showcase services and offerings to attract potential partners.
Needs:
Simple, guided process to submit and manage listings.
Ability to include detailed descriptions, ratings, and media.
Opportunity to highlight listings through premium placement for better visibility.
2. Ideation and Strategic Redesign
Competitive Analysis
Conducted a review of popular and well-established marketplaces to identify:
Best practices for search, filter, and listing displays.
Strategies for premium listings and featured content.
Methods of onboarding providers while maintaining listing quality.
This analysis informed decisions on UI elements, workflows, and potential monetization models.
Establishing the User Journey
I Began with creating a site map to visualize the ideal user journey. This step clarified the necessary information architecture and highlighted potential friction points.
Designing the Marketplace Interface
Search & Filter: Created an intuitive and simple search bar with filters to help users quickly find relevant listings.
Contact & Submission Flow: Added a Contact Us form specifically for providers. This form collected details about the provider’s services and routed submissions to the Varmodel team for review and posting (beta version approach).
Clear Listing Presentation: Designed UI elements to present partner listings with clear descriptions, ratings, images, and partnership details.
Featured Section for Revenue: Introduced a premium "Featured Listings" area where providers could highlight their services for a fee—creating a one-time revenue stream for Varmodel.
Key Results
20% reduction in bounce rate after the Home Screen redesign, driven by clearer messaging and a more consistent visual hierarchy.
15% increase in user engagement, as measured by time spent on site and interactions with key CTAs (e.g., demo requests, contact forms).
Established a scalable design system used across the product, improving development efficiency and visual consistency.
Secured stakeholder approval for the beta launch of the new Marketplace feature.
Introduced a one-time revenue stream via Featured Listings, aligning user experience with monetization goals.
Improved clarity and discoverability of partnership opportunities for both service seekers and providers
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