The Milecontract · in-house team
Turning creators into storefronts
- Branding
- Product Design
- Design System
- Prototyping
Starting point
Orchard Mile had built a strong luxury marketplace, but paid acquisition and catalogue competition were capping growth. The answer was to become The Mile: the site was adapted to the new model and a mobile app was built from scratch, turning creators into distributed storefronts that sell the marketplace's brands to their own audiences and earn commission on every sale.
The work
I started with the brand — logo, brand guide and brand system. Then the app, designed from zero with the CEO and the marketing team after a short round of research, covering consumer and creator journeys end to end: onboarding, live and pre-recorded shoppable shows, reels, creator storefronts, affiliate links, discovery and checkout. I also redesigned the Orchard Mile site to match, with a new Reels section, built navigable prototypes to pitch investors and recruit influencers before development, and supported the React Native developer on selected components.
Checkout inside the app
Most creator-commerce apps send buyers somewhere else to pay. Here the whole purchase happened in the app: products came from Orchard Mile as the retailer, so discovery, trust in the creator and checkout stayed in one loop.
Outcome
First year after launch (Apr–Oct 2023): creator community +200%, show viewership 2×, orders +300%, items per order from 1.7 to 2.7.
Academy
The business depended on how well creators could sell, so I built The Mile Academy: documentation and video lessons to help them plan, shoot and present products more professionally — turning creator skill into something the product supports, instead of something it hopes for.
