Redesigning BizBen’s Website for National Expansion and Better User Experience

In the summer of 2024, I joined the BizBen team and led the UX/UI redesign of its business-for-sale platform. As part of a new business objective, BizBen was expanding beyond California to serve users across the U.S.

However, the existing site suffered from high exit rates, low engagement, confusing user flows, and poor mobile responsiveness. Brokers found it difficult to manage listings, and buyers struggled to search for businesses effectively. To address these challenges, I collaborated closely with the product and engineering teams, maintained clear documentation, and iterated on designs based on ongoing feedback.

My Roles

As the lead Designer, I improved the user experience for both brokers and buyers. I audited the old site, identified pain points using user flows and Google Analytics, and redesigned key workflows for clarity. I built a responsive design system from scratch, created wireframes and high-fidelity mockups in Figma, and worked closely with product and engineering for smooth implementation—all while advocating for user-first decisions.

Project Impact

• Reduced exit rates and increased user engagement through clearer flows and intuitive design.

• Improved broker and buyer workflows with simplified navigation and listing management.

• Built a scalable design system that streamlined collaboration between design and development teams.