Roobah

I was hired as the Lead Product Designer to create a mobile app for online streaming and item sales, complete with an integrated auction feature. E-commerce iOS mobile app for selling clothes and accessories via live streaming using an auction-based model.

• Create an MVP for user testing
• Develop a comprehensive style guide that defines the product's visual identity
• Ship the first app version for both user roles — sellers and buyers

The research phase included competitor analysis and business analysis with stakeholder meetings. I studied existing live-commerce platforms — from Instagram Live Shopping to dedicated auction apps — to understand what worked and where the gaps were. The key insight: most platforms treated auctions as a secondary feature bolted onto a feed. Roobah needed auctions to be the core experience.

Full of energy, I dove into creating the first wireframes so the team could review them and give the developers a clear starting point.

The home screen was designed around two modes: Trending and Following. Each auction card shows the item name, beginning bid, current bid amounts from participants and the auction host. Viewers can see live participant counts and place bids directly from the feed without entering a separate screen. The bottom navigation provides quick access to Home, Discover, Stream Live and Profile.

Sellers can set up a live stream with full control over auction parameters — item details, starting bid, scheduled time and category. The "Go Live" settings screen lets sellers preview their item, set the price and choose between immediate or scheduled auctions. During a live stream, sellers manage bids in real-time, interact with viewers and control the flow of the auction. The streaming interface includes recording controls, viewer engagement tools and the ability to finish or pause the auction at any point.

For buyers, the experience centres on real-time engagement. When an auction ends, a "Congrats!" screen celebrates the winning bid, showing the final price, number of participants, total bids placed and the buyer's winning amount. From there, the winner can proceed directly to payment or save the item for later. The bidding interface itself was designed for speed — tap to bid with a single action, with clear feedback on current price and minimum next bid.

User profiles combine social media patterns with auction history. Each profile shows follower counts, following count and a unique Roobah Rank — a gamification element that rewards active participation. Sellers display past and future auctions on their profiles, building a storefront experience within the social feed. The Rank leaderboard adds a competitive layer, encouraging both buying and selling activity across the platform.

Beyond the core auction experience, I designed the complete set of supporting screens: order status tracking, saved auction properties, category selection, invite friends via social sharing and confirmation dialogs for destructive actions like stopping a stream or finishing a recording. Each of these was designed to be lightweight and not pull users away from the core streaming and bidding loop.