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Vitali Zahharov, Product Designer.  
Los Angeles, CA.

Work (Thrive Market), Archive, About, Contact

Company
Thrive Market (YML)
Year
2022
Websitewww.thrivemarket.com
Type
Full-time employee
Service
Website, Design System, UX, Inteface, Mobile
Area
Consumer, B2C, Ecommerce
Role
Senior Designer

Case Study #10





About Thrive Market is an online membership-based marketplace offering high-quality, sustainable, and organic products at affordable prices.
Problem Thrive Market faced a major challenge with first-time visitors. Many users didn't fully understand what the service was, how the membership worked, or why they should sign up.

The value proposition wasn't communicated clearly, creating friction throughout the onboarding and purchase journey.

Our goal was to completely rethink the experience, introducing a new approach that clearly explained the benefits, built trust from the first interaction, and guided users toward becoming members with confidence.
Approach As part of the founding team at YML, I helped build Thrive Market's new digital ecosystem from the ground up.

I’ve helped created the brand guidelines, established the design system, and defined the visual language that became the foundation for future product development and feature releases.
Starting pointAs the team worked with the client to define the product, I focused on creating multiple visual directions to help shape the product's identity and establish a clear design vision early in the process.
Define productBefore designing the interface, I’ve mapped and iterated on multiple wireframes to identify the most intuitive shopping journey. 

This process helped simplify complex interactions and create a faster, more user-friendly experience.
ProductI contributed to both the mobile and desktop experiences, with a mobile-first approach since the majority of users shop on their phones. 

I also created interactive prototypes and animations to clearly communicate product behavior to both the client and engineering team. 

Beyond the UI, I helped simplify the shopping flow, making checkout faster and more intuitive while working closely with the team to prioritize the features that mattered most to users.
Design SystemI’ve helped built a scalable design system that made future updates faster and more consistent. While our scope focused on the core experience, we ensured the internal team could easily expand and maintain the product long after the project was complete.
Membership signups
9.7% increase
Webby’s
3
1ast time orders
16% more

Created the future look and feel of the marketplace, which was recognized with 3 Webby Awards and contributed to a 16% increase in first-time orders.

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