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Designing e-commerce for India's village sellers, from the ground up
Designing e-commerce for India's village sellers, from the ground up
Designing e-commerce for India's village sellers, from the ground up
NCUI Haat: Government Marketplace
NCUI Haat: Government Marketplace
Role
UX/UI Designer
Platform
Marketplace Web & App
Timeline
7 Months
100K+
100K+
100K+
Quarterly users
Quarterly users
Quarterly users
91%
91%
91%
Session completion
Session completion
Session completion
NCUI Haat is a government-backed e-commerce marketplace connecting India's village manufacturers and artisans directly to buyers nationwide, removing middlemen from the equation. Designed around 50+ ground-level user interviews with rural sellers, it uses guided onboarding, accessibility-first patterns, and offline-first architecture to serve users with minimal digital experience on slow, unreliable connections. Built in 7 months, it serves 100K+ users across every part of India and was launched by Prime Minister Narendra Modi.
The Problem
Local manufacturers and artisans across India's villages had no direct way to sell their products online beyond their immediate area, no platform, no middleman-free access to buyers nationwide.
The real challenge wasn't building a marketplace. It was building one for sellers who'd never used e-commerce, on devices and internet connections we couldn't control. Slow 2G/3G networks. Old phones. Zero digital literacy in many cases. This wasn't a design problem you solve with more features, it was one you solve by removing everything that wasn't essential.
We had 7 months, and every seller across India to design for.
My Approach
I started with 50+ user interviews on the ground, not in a conference room, but with actual village sellers, on their actual phones.
The insight: sellers weren't afraid of going online. They were afraid of not understanding what was happening.
Three decisions shaped the platform:
Guided, step-by-step onboarding: Not a 15-field form. A conversation, one step at a time.
Accessibility as the foundation: Large text, high contrast, regional languages, from day one, not as an afterthought.
Offline-first architecture: Sellers could list products offline and sync when connectivity returned.
The Solution
NCUI Haat shipped as a single system serving multiple roles, buyers, sellers, and admins, through progressive disclosure rather than separate apps. Sellers got a guided listing flow with pricing and photography help. Buyers got a simple, filtered marketplace with verified-seller trust signals. Admins got a moderation dashboard built for scale, not complexity.
The Impact
100K+ quarterly users came from every part of India, not just urban, tech-comfortable audiences. A 91% session completion rate (well above the 70% industry average) proved the design worked for people using e-commerce for the very first time.
The platform was launched by Prime Minister Narendra Modi, validation that this wasn't just a good product, but a nationally significant one.
Key Learning
"Government-scale design isn't about building more. It's about removing friction for people who are new to digital. Accessibility wasn't a compliance checkbox here, it was the thing that made the entire platform work."
Let's build
something great.
Get in Touch
Open to full-time roles, consulting, and interesting collaborations.
I respond within 24 hours.
Kavish Gaur © 2026 · Designed with tech & love
Jump To Top
Jump To Top
NCUI Haat is a government-backed e-commerce marketplace connecting India's village manufacturers and artisans directly to buyers nationwide, removing middlemen from the equation.
Designed around 50+ ground-level user interviews with rural sellers, it uses guided onboarding, accessibility-first patterns, and offline-first architecture to serve users with minimal digital experience on slow, unreliable connections.
Built in 7 months, it now serves 100K+ quarterly users across every part of India and was launched by Prime Minister Narendra Modi.
Let's build
something great.
Get in Touch
Open to full-time roles, consulting, and interesting collaborations.
I respond within 24 hours.
Kavish Gaur © 2026 · Designed with tech & love
Jump To Top
Let's build
something great.
Get in Touch
Open to full-time roles, consulting, and interesting collaborations.
I respond within 24 hours.
Kavish Gaur © 2026 · Designed with tech & love
Jump To Top
Jump To Top
Designing e-commerce for India's village sellers, from the ground up
NCUI Haat: Government Marketplace
Role
UX/UI Designer
Platform
Marketplace Web & App
Timeline
7 Months
100K+
Quarterly users
91%
Session completion
NCUI Haat is a government-backed e-commerce marketplace connecting India's village manufacturers and artisans directly to buyers nationwide, removing middlemen from the equation. Designed around 50+ ground-level user interviews with rural sellers, it uses guided onboarding, accessibility-first patterns, and offline-first architecture to serve users with minimal digital experience on slow, unreliable connections. Built in 7 months, it serves 100K+ users across every part of India and was launched by Prime Minister Narendra Modi.
The Problem
Local manufacturers and artisans across India's villages had no direct way to sell their products online beyond their immediate area, no platform, no middleman-free access to buyers nationwide.
The real challenge wasn't building a marketplace. It was building one for sellers who'd never used e-commerce, on devices and internet connections we couldn't control. Slow 2G/3G networks. Old phones. Zero digital literacy in many cases. This wasn't a design problem you solve with more features, it was one you solve by removing everything that wasn't essential.
We had 7 months, and every seller across India to design for.
My Approach
I started with 50+ user interviews on the ground, not in a conference room, but with actual village sellers, on their actual phones.
The insight: sellers weren't afraid of going online. They were afraid of not understanding what was happening.
Three decisions shaped the platform:
Guided, step-by-step onboarding: Not a 15-field form. A conversation, one step at a time.
Accessibility as the foundation: Large text, high contrast, regional languages, from day one, not as an afterthought.
Offline-first architecture: Sellers could list products offline and sync when connectivity returned.
The Solution
NCUI Haat shipped as a single system serving multiple roles, buyers, sellers, and admins, through progressive disclosure rather than separate apps. Sellers got a guided listing flow with pricing and photography help. Buyers got a simple, filtered marketplace with verified-seller trust signals. Admins got a moderation dashboard built for scale, not complexity.
The Impact
100K+ quarterly users came from every part of India, not just urban, tech-comfortable audiences. A 91% session completion rate (well above the 70% industry average) proved the design worked for people using e-commerce for the very first time.
The platform was launched by Prime Minister Narendra Modi, validation that this wasn't just a good product, but a nationally significant one.
Key Learning
"Government-scale design isn't about building more. It's about removing friction for people who are new to digital. Accessibility wasn't a compliance checkbox here, it was the thing that made the entire platform work."
Let's build
something great.
Get in Touch
Open to full-time roles, consulting, and interesting collaborations.
I respond within 24 hours.
Kavish Gaur © 2026 · Designed with tech & love
Jump To Top
Jump To Top
NCUI Haat is a government-backed e-commerce marketplace connecting India's village manufacturers and artisans directly to buyers nationwide, removing middlemen from the equation.
Designed around 50+ ground-level user interviews with rural sellers, it uses guided onboarding, accessibility-first patterns, and offline-first architecture to serve users with minimal digital experience on slow, unreliable connections.
Built in 7 months, it now serves 100K+ quarterly users across every part of India and was launched by Prime Minister Narendra Modi.
Let's build
something great.
Get in Touch
Open to full-time roles, consulting, and interesting collaborations.
I respond within 24 hours.
Kavish Gaur © 2026 · Designed with tech & love
Jump To Top
Let's build
something great.
Get in Touch
Open to full-time roles, consulting, and interesting collaborations. I respond within 24 hours.
Kavish Gaur © 2026
Designed with tech & love
Jump To Top
Jump To Top