Marketplace behavior was too transactional
Most resale and live shopping experiences focus on listings, bids and checkout, but they rarely create identity, ritual or long-term emotional retention.
S.W.A.G.STUFF WEALL GET
Overview
S.W.A.G. is an AI-powered live commerce and resale marketplace designed to turn shopping into participation, selling into performance and AI into a guided marketplace companion.
Positioning
The first AI voice concierge for live commerce.
Location
Maryland, USA
Role
Co-Founder and Chief Design Officer shaping product vision, UX strategy, brand direction and mobile experience.
Product thesis
Commerce becomes stronger when marketplace behavior, creator identity, gamification and AI assistance work as one system.
Type
Startup product / live commerce marketplace
Scope
Product vision, UX strategy, mobile app design, gamification, AI interaction concepts, brand system and investor narrative
Core idea
Shopping as entertainment, selling as performance, users as identities and AI as guidance.
Problem and solution
Turn commerce into participation
S.W.A.G. combines live auctions, creator tools, rewards, progression and SWAGGY, an AI concierge designed to guide buyers, help sellers and make the marketplace feel alive.
Product systems
Live Auctions
Watch / Bid / Win
Marketplace
Browse / Buy
S.W.A.G. Core
Buy + Sell
Creator Tools
List / Sell / Go Live
Rewards + XP
Progression
Community
Social
SWAGGY AI
Guidance
Process
PRODUCT THINKING BEFORE INTERFACE
Define the product world
The starting point was not a screen library, but a behavior model: why people buy, why sellers perform, what creates trust and what brings users back.
Shape creator and buyer journeys
The marketplace needed to support listing, discovery, live auction energy, seller preparation, onboarding and repeat participation without feeling fragmented.
Design retention into the system
Progression, levels, badges, treasure hunts, seasons and rewards were treated as product mechanics, not decorative engagement features.
Brand guidelines
AI mint
#94FFBF
Commerce teal
#007F7D
Signal green
#59CCA4
Deep base
#21212B
Surface graphite
#292C35
Logo concept design
The S.W.A.G. identity needed to feel like a marketplace signal: digital, energetic, friendly and built for repetition across app UI, social drops and investor storytelling.
The visual system uses mint and teal as active signals against a dark product world, keeping the brand playful without weakening the premium portfolio tone.
01. Mark
02. Wordmark
03. Typography
Poppins
ABCDEFGHIJKLMN
OPQRSTUVWXYZ
0123456789
Social media
The social layer should behave like campaign proof: compact, high-signal frames that can later hold launch posts, feature drops or creator-led announcements.
Pitch deck design
The investor deck translated the product thesis into a clear narrative: market behavior, AI differentiation, creator economy mechanics and the retention system behind S.W.A.G.
Mobile application design
A MARKETPLACE BUILT LIKE A LIVE GAME
The app story is structured around the moments that create retention: onboarding, live action, seller preparation, AI guidance and visible progression.
00
The S.W.A.G. mobile app was designed as a complete live commerce ecosystem, combining discovery, live auctions, messaging, rewards, user profiles, and AI assistance into one mobile-first experience. The goal was to make resale feel faster, more social, more competitive, and easier to navigate through a clear interface built around real-time shopping behavior.
01
ONBOARDING
A fast first step into the marketplace: social login, email access and guided setup keep the entry simple while making the product feel branded from the first tap.
02
FOR YOU, DISCOVERY & PROFILE
For You, Explore and Profile turn browsing into a live commerce loop: active auctions, seller discovery, product drops, profile progress and storefront identity in one flow.
03
LIVE AUCTIONS
The live auction screen keeps seller video, item details, timer, chat, bid controls and reward feedback visible without slowing down the moment of buying.
Graphic Elements
The graphic elements translate the core flows into reusable UI moments: auction states, messaging cards, social entry points, progress cues and micro-actions that keep the marketplace fast, recognizable and ready to scale.
Application screen system
The complete screen set shows how S.W.A.G. scales beyond the hero flows into a broader product surface: discovery, messaging, profile behavior, offers, checkout states and account controls working as one marketplace system.
Founder contribution
FROM IDEA TO PRODUCT SYSTEM
A product vision connecting live shopping, resale behavior, creator identity, gamification and AI assistance into one marketplace experience.
A CDO-level contribution spanning UX strategy, product structure, feature ideation, AI interaction concepts, onboarding, rewards and investor-level narrative.
A design direction that positions S.W.A.G. as a differentiated commerce platform, not another marketplace.
Project details
Role
Co-Founder and Chief Design Officer
Contribution
Product vision, UX strategy, product design, brand direction, gamification systems and AI interaction concepts
Core product
AI-powered live commerce and resale marketplace
AI layer
SWAGGY, a branded voice concierge for onboarding, selling strategy and engagement