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Kasuva
B2B Marketplace
B2B online marketplace for Latin America and Spain, co-founded and designed from scratch. Visual identity, UX flows, Magento theme implementation, and frontend HTML template development.
Context: Kasuva was a startup co-founded to address fragmentation in B2B wholesale commerce across Latin America and Spain, markets where businesses still relied heavily on offline catalog browsing and personal relationships. The design challenge was translating that relationship-driven buying behavior into a digital-first marketplace experience.
From Identity to Implementation
As Co-founder and Design Director, ownership spanned the entire design surface: brand identity, UX strategy, UI design, and frontend implementation. There was no handoff: design decisions were made with direct awareness of technical constraints and business requirements.
B2B buyers are not impulse purchasers. The UX had to reduce friction in bulk ordering, price negotiation, and repeat purchases, while building the vendor trust that traditionally came from in-person relationship management. The design had to do the job that sales reps used to do.
Co-Founded and Designed End-to-End
Kasuva was a B2B online marketplace for Latin America and Spain, conceived to connect businesses across regional markets on a Magento platform. As Co-Founder and Design Director, I led both the complete redesign and the frontend development.
- Complete visual and UX redesign of an existing marketplace platform
- Built the HTML template structure and integrated it with Magento
- Designed for Latin American and Spanish B2B buying behavior, which meant different trust signals and navigation patterns than B2C
- Managed design and frontend simultaneously as the sole design resource on the co-founding team
Kasuva was the crucible project: co-founding a startup forces design decisions that are real, irreversible, and directly tied to business survival. Every UX choice had a cost. Every redesign iteration was a bet on whether users would respond differently.
The experience of designing and implementing, building the Magento theme and writing the HTML/CSS templates, permanently shaped how I think about design systems. Visual decisions that can't be implemented efficiently are not good decisions. The designer who understands production is a more effective designer.
What Kasuva gave me: a designer-founder perspective that persists in every project since. Build for real constraints. Ship to learn. Redesign with data.