DeepStream is a modern procurement platform that streamlines sourcing, bidding, and supplier management to drive efficiency and smarter decision-making.
DeepStream is a modern procurement platform that streamlines sourcing, bidding, and supplier management to drive efficiency and smarter decision-making.
DeepStream is a modern procurement platform that streamlines sourcing, bidding, and supplier management to drive efficiency and smarter decision-making.
Problem statement
I joined DeepStream shortly after its inception, taking on the role of Lead Designer. DeepStream’s mission is to revolutionize procurement in the oil and gas industry by addressing key challenges such as visibility, compliance, and transaction efficiency. The goal is to move the industry away from outdated workflows and introduce a more modern, streamlined system through innovative B2B software.
Competitor analysis
I conducted extensive research to identify similar solutions in the market and understand the functionality they offered. This involved speaking with colleagues to learn about the specific tools our clients were using, as well as consulting with sales managers who had insights into emerging competitors and innovators in the energy industry.
User research
I planned and conducted interviews with potential customers who closely matched the typical user persona for the new product, aiming to gain insights into their current workflows and pain points. After a few initial interviews, I expanded the research by launching an online user survey, which generated hundreds of responses and provided valuable data to inform the design process.
Qualitative data
To gain deeper insights into the industry, I gathered focus groups and conducted qualitative interviews to explore user motivations and pain points. By analyzing this data, I was able to categorize the findings into groups, revealing common patterns and key factors that shaped the overall understanding of user needs.
Personas
To ensure clarity throughout the design and development process, I crafted a problem statement that outlined the key challenge we were solving. I then developed three groups of proto-personas—Buyer, Supplier, and Both—that represented the typical users our product could assist, helping to guide design decisions and ensure we addressed the needs of each user type.
Ideation
After completing the research phase, I collaborated with the team to align our vision for the product, establish design directions, and prioritize features for the MVP. I then developed user stories to map out all the happy paths and potential edge cases, ensuring we had a comprehensive understanding of the user experience.
Wireframes
After mapping out the user stories and flow, I created initial concepts and developed low-fidelity wireframes for multiple solutions. These wireframes were then discussed and iterated upon with the team to refine the designs.
Qualitative testing
Using the wireframes, I created low-fidelity prototypes to test with focus group members, assessing whether our solutions met their needs. This testing generated valuable feedback, which I organized into positives, negatives, suggestions, and points of confusion, helping to inform further iterations.
Core values
Incorporating core values into the design of software helps guide it toward a clear objective. DeepStream’s core values are:
Simplicity
The platform must make procurement significantly simpler
Digestibility
Information should be broken down into easily digestible chunks
Trust
The product must build user confidence by consistently meeting their expectations
Incorporating core values into the design of software helps guide it toward a clear objective. DeepStream’s core values are:
Simplicity
The platform must make procurement significantly simpler
Digestibility
Information should be broken down into easily digestible chunks
Trust
The product must build user confidence by consistently meeting their expectations
Incorporating core values into the design of software helps guide it toward a clear objective. DeepStream’s core values are:
Simplicity
The platform must make procurement significantly simpler
Digestibility
Information should be broken down into easily digestible chunks
Trust
The product must build user confidence by consistently meeting their expectations
Design
While aiming for a fresh and modern design, I kept the target audience in mind, ensuring the product maintained a sense of safety and security rather than feeling overly playful. The use of blue helped reinforce trust, a key element for our users. Alongside designing, I was responsible for creating the style guide and implementing everything on the front-end, from building the HTML framework to styling with CSS. This included applying the design across both static landing pages and dynamic platform pages.
Dashboard overview
Once users sign up and are verified, they are brought into the platform. The layout is designed so that each feature of the software is organized into its own section, while the dashboard provides an overview of the entire company. From here, users can manage and monitor their entire supply chain effectively.
DeepStream network
The marketplace is where the DeepStream network thrives, allowing buyers and suppliers to connect seamlessly. Users can add, save, share, and monitor both new and existing relationships. The platform enables users to create and manage their own supplier networks and lists, eliminating the need for outdated methods like Excel and Google searches.
Core features
These screens showcase the platform’s core features, including the Requests and Pre-Qualification tools. Each feature is designed to streamline procurement processes and enhance the user experience by simplifying critical tasks and workflows.
Responsive design
Given the likelihood that users will access DeepStream through mobile devices—especially through email notifications—I ensured the mobile experience was as intuitive and functional as the desktop version. By leveraging responsive design, I maintained full functionality while optimizing the interface for smaller screens.
