WoahBiz

Context

The Challenge

The hardest UX challenge was not adding features — it was preventing complexity.

Small business owners in Brussels had varying levels of digital literacy. Many were:

• Restaurant owners
• Retail shop operators
• Salon managers
• Family-run businesses

They were time-constrained and operationally focused.

The platform needed to:

• Integrate multiple modules (CRM, campaigns, QR, reservations, loyalty, automation)
• Feel powerful but not overwhelming
• Be scalable without becoming fragmented
• Support business growth without increasing cognitive load

The key question became:

How do we design an all-in-one growth system that feels simple enough for non-technical users?

My role

I was the sole UX designer on the project, working directly with the founder and developers.

My responsibilities include:

• Structuring the overall product architecture
• Translating client feedback into product decisions
• Designing end-to-end user flows across all modules
• Supporting feature prioritization
• Aligning UX decisions with subscription and pricing strategy
• Creating and maintaining a scalable design system
• Supporting front-end implementation for consistency

This role extended beyond interface design. I contributed to product direction, monetization clarity, and long-term scalability.

Design Approach

1. CRM as the Core

Instead of building disconnected tools, I structured the system around a central customer database.

All modules — campaigns, automation, QR, reservations, loyalty — connected back to the CRM.

This allowed:

• Segmentation
• Targeted communication
• Automated triggers
• Measurable engagement

This architectural decision ensured long-term scalability.

2. Progressive Complexity

Rather than exposing all features at once, the system was designed to reveal functionality progressively.

• Clear primary actions on dashboards
• Modular navigation
• Structured information hierarchy
• Template-based campaign creation

Users could start simple and expand over time.

3. Consistent Interaction Patterns

• Reusable components
• Standardized spacing and layout rules
• Clear visual hierarchy
• Predictable feedback states
• Structured form behaviors

This prevented UI fragmentation as new modules were added.

Accessibility & Usability

A significant portion of the user base included older business owners and users with limited technical familiarity.

Key usability considerations included:

• High-contrast interface design
• Clear typography hierarchy
• Reduced visual clutter
• Large, clearly labeled primary actions
• Avoiding hidden actions behind complex interactions
• Minimal reliance on icon-only meaning
• Clear error and success feedback

Workflows were simplified to reduce cognitive load, particularly for users who were unfamiliar with CRM systems or automation logic.

The system was designed to feel reassuring rather than technical.

Impact

• Successfully onboarded 50+ small and medium businesses
• Enabled businesses to maintain digital operations during lockdown
• Expanded from a website tool into a multi-module growth platform
• Introduced structured automation for non-technical users
• Established a scalable UX foundation through a formalized design system

The platform transitioned from crisis-response tooling into a structured long-term growth solution.

Reflection

Designing WoahBiz reinforced a fundamental principle:

Even small businesses require:

• Clear architecture
• Consistent interaction systems
• Scalable design foundations
• Thoughtful feature prioritization

Working as the sole designer strengthened my ability to:

• Drive product direction
• Balance speed with structure
• Collaborate closely with founders
• Translate business needs into usable systems
• Maintain simplicity within expanding complexity

WoahBiz was not just about building features.

It was about building clarity under pressure.