NuMarket Business Page Experience
From finding a live business on the Map, to joining, to what the page becomes once the window closes
Role
End-to-end design across discovery, live business page, verification/payment flow, and a later post-campaign redesign project. Built directly in Bubble, using Claude Code for both front-end and back-end integration work.
Team
Bolu Obisanya, Product Designer (sole designer) — working with Vithu, Director of Product, and other Engineering/Product stakeholders
Year
2025–2026
Context: Why This Flow Exists
NuMarket's core mechanic: customers put working capital into small businesses they want to see thrive, and get 20% more back in credits to spend there. It's customer capital — not a loan, not a donation, not equity. No debt, no dilution.
Early in this project, our own language around this mechanic was still evolving. Early explorations used "buy-in," "campaign," and "120% back in credits" — framing that, over the course of this work, we moved deliberately away from in favor of "join"/"commit," "window," and "20% more back." That shift shows up directly in the flow below: some of the earliest prototypes still carry the old language, while what shipped reflects where the product landed.
Discovery: The Map
A searchable map of every live business on NuMarket — a live list on one side (business name, neighborhood, status) and a pin-clustered map on the other, plus a clear path for businesses to learn how to get capital from their own customers.
A zero-results state (searching a zip code with no nearby businesses) invites the user to get notified when a business opens up nearby — a small but deliberate bit of edge-case design rather than leaving the map blank.
The Live Business Page
Business name, status, location, a short description, a sticky join-amount card with a slider and dynamic credit total, a "Join, Get Credits" section, a "Become a Member" section, a comparison card explaining why this beats a traditional loan, an FAQ, and a locations/map block.
The strongest piece of this page: "Becoming a Regular now is how you make this place yours before we open" — present-tense, identity-first, no fundraising framing. Getting 20% more in credits ($600 → $720, for example) is communicated directly, without hiding behind a percentage that reads more like an investment return than a thank-you.
Verification + Join Confirmation
What shipped: one combined screen — identity confirmation ("You're becoming a Regular at [Business]"), the join amount, resulting credits, and phone/email verification, side by side.
This wasn't the first version. An earlier concept kept confirmation and verification as two separate screens, and included a countdown timer ("This campaign ends in 30 Days : 22 Hours...") pushing urgency, plus a separate "badge" reveal step. Both were cut. The timer specifically ran against a principle that became central to how NuMarket talks about itself — this isn't crowdfunding, and manufactured countdown pressure doesn't fit a model built on relationship and continuity rather than urgency. The separate confirmation step, meanwhile, just added friction without adding value once we looked at it honestly: nothing about seeing a confirmation screen before verifying your identity actually helped the user, so we merged them.
Interestingly, that early scrapped concept had already solved a problem the eventual live Member section still has: its Member perks were specific and ownable ("Monday night pizza club," "Guaranteed weekend reservations") rather than generic loyalty language. That's been resolved since — the Member tier now uses specific, ownable hooks tailored per business, rather than a fixed generic perk set, closing the gap between that early instinct and what's live today.
Success
"You've become a Regular at [Business]" — a clean confirmation paired with a small teaser (a new menu item, an upcoming event) that turns a transactional moment into a small "here's what you just unlocked" beat. The cleanest, simplest screen in the whole flow.
Post-Campaign: A Separate Project
Once a business's window closes, its page needed a second life. These pages had long been some of NuMarket's highest-traffic pages — via search, via word of mouth — and letting them go stale once the window ended would have wasted real ongoing value, both for prospective new businesses evaluating NuMarket and for existing Regulars managing their credits.
Requirements going in:
- Keep the page's overall structure, FAQ, and campaign-specific Member benefits
- Show amount raised and join count, but business-controlled — hidden by default, visible only if the business opts in
- Keep the locations card
- Make the page a persuasive tool: proof that running a window on NuMarket is a good experience for a business, and an easy on-ramp for customers to actually go use their credits
Three structural directions, in order
1. Expanded Cards — a vertical stack of always-open sections (timeline, campaign info, credit info, Member card, comparison card, FAQ, locations). This version actually included a full "thank you" note to customers, written and ready — proving that requirement had already been solved in content form before it was later cut. But with seven-plus visually identical bordered cards in a row, the page had almost no hierarchy; it read as one long uniform scroll rather than a story with a shape to it.
2. Tabs — campaigns as separate tabs ("Campaign 4 · Live," "Campaign 3," etc.), each a self-contained container. The deeper problem here wasn't visual, it was conceptual: tabs frame a business's relationship with NuMarket as a series of separate, siloed episodes, which cuts against the continuity and stewardship the brand is actually built on. It was also a regression on the goal of showing results — in the Ended-campaign tab, the results section collapsed to hidden-by-default, meaning the page's most persuasive content took an extra click to even see.
3. Horizontal Timeline (shipped) — condenses a business's history into one compact, scannable component, with results shown prominently rather than buried. This solved both prior problems at once: one continuous relationship instead of siloed episodes, and a persuasive result that's visible by default rather than hidden behind a click.
A real tradeoff, made deliberately: the "post-campaign notes" (business-written thank-you content) were cut from what shipped — not because we couldn't figure out what to put there, but because implementing it well would have taken more build time than we had. It was built into the plan for a future update rather than dropped outright.
A genuinely difficult build. Bringing this together in Bubble meant navigating a messy database shaped by several different historical iterations of how "campaigns" had been structured over time — a real constraint, not a design problem. This was also one of the first projects where I used Claude to help write a meaningful amount of the actual implementation code and integrate it into existing front-end and back-end infrastructure — a workflow I'd lean on again.
Amount raised and join count: built exactly as specified — a business-controlled flag, hidden by default. Zuzu's Petals specifically chose not to show it, which the case study treats as the flag working correctly, not a missing feature. The customer badge (also called for in the original spec, "if logged in") shows on the wallet/credit balance card, which only renders for a logged-in customer — also working as designed, just not visible in a logged-out view.
Personal info, tied to the specific business. A logged-in customer's relationship with a business doesn't end when the window closes — they're still holding credits, and still deciding when to come back and spend them. We thought through a way to surface that relationship directly on the post-campaign page: the wallet/credit balance card shows the customer's current credit balance at that specific business, plus a next credit drop indicator — a forward-looking cue for when their next credit reward from that business lands. It keeps the page useful to a Regular long after the campaign itself has ended, rather than treating post-campaign as a dead end.
Outcomes
Tracked from October 30, 2025 — the date this redesigned /biz page launched — through July 18, 2026, about 8.5 months of real usage, not NuMarket's full lifetime activity:
- 50 businesses went live on NuMarket
- 46 successfully closed their window; 4 still active — a 92% close rate
- $492,632 in working capital moved to businesses, debt-free, with no equity given up
- Averaging roughly $10,714 per successfully closed business, and close to 6 businesses going live per month over the window
This is the one project in this whole body of work where the outcome metric is directly and precisely tied to the artifact being presented — the window is scoped to exactly when this page shipped, not stretched to cover unrelated company-wide history.