My Role
Product Designer
Main Deliverable
Website Redesign
Tools
Figma, Slack
Timeline
Feb 2025 - Mar 2025 (2 months)
This is October 2025 and its been 8 months since the rebrand and the website went live and Taojaa has 9 new stores hosted on its platform!!!... Not bad for a young start-up. Taojaa has also got multiple spotlights and partnerships within it’s first few months of launch
Introduction
In 2024, I designed and developed the Taojaa website, the digital front door for a commerce platform helping African businesses launch and scale online stores effortlessly. The goal was to create a marketing site that clearly communicated Taojaa’s value, built trust with potential users, and positioned the brand as a reliable solution for modern African entrepreneurs.
Having seen firsthand how difficult it can be for small businesses to navigate online selling in this part of the world, I approached the project with empathy and a focus on clarity.
Introduction
In 2024, I designed and developed the Taojaa website, the digital front door for a commerce platform helping African businesses launch and scale online stores effortlessly. The goal was to create a marketing site that clearly communicated Taojaa’s value, built trust with potential users, and positioned the brand as a reliable solution for modern African entrepreneurs.
Having seen firsthand how difficult it can be for small businesses to navigate online selling in this part of the world, I approached the project with empathy and a focus on clarity.
Introduction
In 2024, I designed and developed the Taojaa website, the digital front door for a commerce platform helping African businesses launch and scale online stores effortlessly. The goal was to create a marketing site that clearly communicated Taojaa’s value, built trust with potential users, and positioned the brand as a reliable solution for modern African entrepreneurs.
Having seen firsthand how difficult it can be for small businesses to navigate online selling in this part of the world, I approached the project with empathy and a focus on clarity.
The Problem
Despite offering a powerful digital commerce platform, Taojaa struggled to clearly communicate its value to potential users. The product was designed for African entrepreneurs a market that often faces challenges with trust, access, and clarity in online tools but the existing online presence didn’t effectively convey that reliability or simplicity.
The brand needed a website that not only explained what Taojaa does but also reflected its credibility, mission, and impact. The goal was to bridge the gap between a strong product vision and an accessible, user-friendly digital identity that would attract and convert new users.
The Problem
Despite offering a powerful digital commerce platform, Taojaa struggled to clearly communicate its value to potential users. The product was designed for African entrepreneurs a market that often faces challenges with trust, access, and clarity in online tools but the existing online presence didn’t effectively convey that reliability or simplicity.
The brand needed a website that not only explained what Taojaa does but also reflected its credibility, mission, and impact. The goal was to bridge the gap between a strong product vision and an accessible, user-friendly digital identity that would attract and convert new users.
The Problem
Despite offering a powerful digital commerce platform, Taojaa struggled to clearly communicate its value to potential users. The product was designed for African entrepreneurs a market that often faces challenges with trust, access, and clarity in online tools but the existing online presence didn’t effectively convey that reliability or simplicity.
The brand needed a website that not only explained what Taojaa does but also reflected its credibility, mission, and impact. The goal was to bridge the gap between a strong product vision and an accessible, user-friendly digital identity that would attract and convert new users.
My Research & Insights
To better understand how Taojaa could position itself within the digital commerce space, I analyzed three major e-commerce platforms — Shopify, WooCommerce, and Ecwid — focusing on their design approach, user onboarding, and overall communication style.
Shopify: Industry leader with a clean and trustworthy interface, but can feel overly complex for small business owners who just want a quick start.
WooCommerce: Highly customizable and developer-friendly, yet its setup process is technical and intimidating for non-technical users.
Ecwid: Simple and lightweight, but lacks strong brand storytelling and visual depth, making it feel less premium compared to competitors.
My Research & Insights
To better understand how Taojaa could position itself within the digital commerce space, I analyzed three major e-commerce platforms — Shopify, WooCommerce, and Ecwid — focusing on their design approach, user onboarding, and overall communication style.
Shopify: Industry leader with a clean and trustworthy interface, but can feel overly complex for small business owners who just want a quick start.
WooCommerce: Highly customizable and developer-friendly, yet its setup process is technical and intimidating for non-technical users.
Ecwid: Simple and lightweight, but lacks strong brand storytelling and visual depth, making it feel less premium compared to competitors.
My Research & Insights
To better understand how Taojaa could position itself within the digital commerce space, I analyzed three major e-commerce platforms — Shopify, WooCommerce, and Ecwid — focusing on their design approach, user onboarding, and overall communication style.
Shopify: Industry leader with a clean and trustworthy interface, but can feel overly complex for small business owners who just want a quick start.
WooCommerce: Highly customizable and developer-friendly, yet its setup process is technical and intimidating for non-technical users.
Ecwid: Simple and lightweight, but lacks strong brand storytelling and visual depth, making it feel less premium compared to competitors.
Takeaway
90% of African business owners look for alternative platforms because of the steep pricing. They need something pocket-friendly and charge in their local currency
About 60-70% of the look for alternative platform via Google and search engine
Taojaa’s previous website had a high bounce rate due to in adequate visual communication
90% of African business owners look for alternative platforms because of the steep pricing. They need something pocket-friendly and charge in their local currency
About 60-70% of the look for alternative platform via Google and search engine
Taojaa’s previous website had a high bounce rate due to in adequate visual communication
90% of African business owners look for alternative platforms because of the steep pricing. They need something pocket-friendly and charge in their local currency
About 60-70% of the look for alternative platform via Google and search engine
Taojaa’s previous website had a high bounce rate due to in adequate visual communication
Objective & Solutions
After observing the research, my objectives became clear
✅ Simplify the messaging so visitors immediately understand what Taojaa does
✅ Blog Integration to boost S.E.O
✅ Smooth and Seamless Login and Sign Up flow
✅ How to guides and resources section for new users and developers
Objective & Solutions
After observing the research, my objectives became clear
✅ Simplify the messaging so visitors immediately understand what Taojaa does
✅ Blog Integration to boost S.E.O
✅ Smooth and Seamless Login and Sign Up flow
✅ How to guides and resources section for new users and developers
Objective & Solutions
After observing the research, my objectives became clear
✅ Simplify the messaging so visitors immediately understand what Taojaa does
✅ Blog Integration to boost S.E.O
✅ Smooth and Seamless Login and Sign Up flow
✅ How to guides and resources section for new users and developers
Cleaner Visual Communication
Crafted clear, concise copy so visitors instantly understand what Taojaa offers with beutiful visuals to match of course.
Blog Integration (S.E.O 📈 )
Integrated a blog system to increase visibility and organic traffic.
How-to Guides & Resources Section
Added a knowledge hub for developers and entrepreneurs to onboard easily.
Smooth & Seamless Login and Sign-up Flow
Designed an intuitive access process to reduce friction for new users and also added some extra features
Impact
One of the most significant parts of Taojaa’s rebrand was the website, and I’m proud to have contributed to its design and launch. Seeing the team’s hard work come to life and witnessing the impact it created has been incredibly rewarding.
It reinforced my confidence in my ability to design and deliver products with the potential to make a million-dollar impact.
Impact
One of the most significant parts of Taojaa’s rebrand was the website, and I’m proud to have contributed to its design and launch. Seeing the team’s hard work come to life and witnessing the impact it created has been incredibly rewarding.
It reinforced my confidence in my ability to design and deliver products with the potential to make a million-dollar impact.
Impact
One of the most significant parts of Taojaa’s rebrand was the website, and I’m proud to have contributed to its design and launch. Seeing the team’s hard work come to life and witnessing the impact it created has been incredibly rewarding.
It reinforced my confidence in my ability to design and deliver products with the potential to make a million-dollar impact.
Challenges & Key Takeaways
Communicating Complexity Simply
Translating Taojaa’s multi-layered platform into clear, accessible web content without losing depth.
Balancing Expectations
Building the website came with a strict deadline, making it challenging to maintain the level of quality Taojaa deserved. However, through consistency, focus, and a commitment to excellence, I was able to deliver on time without compromising the design’s integrity.
Challenges & Key Takeaways
Communicating Complexity Simply
Translating Taojaa’s multi-layered platform into clear, accessible web content without losing depth.
Balancing Expectations
Building the website came with a strict deadline, making it challenging to maintain the level of quality Taojaa deserved. However, through consistency, focus, and a commitment to excellence, I was able to deliver on time without compromising the design’s integrity.
Challenges & Key Takeaways
Communicating Complexity Simply
Translating Taojaa’s multi-layered platform into clear, accessible web content without losing depth.
Balancing Expectations
Building the website came with a strict deadline, making it challenging to maintain the level of quality Taojaa deserved. However, through consistency, focus, and a commitment to excellence, I was able to deliver on time without compromising the design’s integrity.
What’s Next?
I’m not gonna lie, Taojaa marked a major step in my growth as a designer, from translating complex product goals into a clear visual story, to collaborating across strategy and execution. Moving forward, I aim to expand my role in shaping product experience
I’m currently exploring ways to contribute to Taojaa’s full platform experience, refining user onboarding, dashboard interactions, and helping the brand evolve into a complete ecosystem that empowers African businesses
What’s Next?
I’m not gonna lie, Taojaa marked a major step in my growth as a designer, from translating complex product goals into a clear visual story, to collaborating across strategy and execution. Moving forward, I aim to expand my role in shaping product experience
I’m currently exploring ways to contribute to Taojaa’s full platform experience, refining user onboarding, dashboard interactions, and helping the brand evolve into a complete ecosystem that empowers African businesses
What’s Next?
I’m not gonna lie, Taojaa marked a major step in my growth as a designer, from translating complex product goals into a clear visual story, to collaborating across strategy and execution. Moving forward, I aim to expand my role in shaping product experience
I’m currently exploring ways to contribute to Taojaa’s full platform experience, refining user onboarding, dashboard interactions, and helping the brand evolve into a complete ecosystem that empowers African businesses
GET IN TOUCH
Do you have a cool project you are working on, Do you have a question, a project idea, or just want to say hello, I'd love to hear from you. Reach out and let's start a conversation.
GET IN TOUCH
Do you have a cool project you are working on, Do you have a question, a project idea, or just want to say hello, I'd love to hear from you. Reach out and let's start a conversation.
GET IN TOUCH
Do you have a cool project you are working on, Do you have a question, a project idea, or just want to say hello, I'd love to hear from you. Reach out and let's start a conversation.