Mel.

Mel is a new Iraqi e-commerce platform built around one idea: any merchant — regardless of technical skill — should be able to launch a professional online store without hiring a developer.

We designed the complete UI/UX for the platform, covering both the merchant-facing store builder and the customer-facing shopping experience.

The Store Builder

The core of Mel is its web builder. Merchants pick a template, customise it to match their brand, add their products, and go live — all within the platform. No code. No external tools.

• Pre-defined templates — a library of professionally designed storefront layouts merchants can apply in one click, each built for different product categories and brand styles
• Drag-and-drop editor — merchants rearrange sections, swap content, update colours and fonts, and preview changes in real time before publishing
• Product & inventory management — add products, set pricing, manage stock, and organise collections directly within the builder

The Customer Experience

Every store built on Mel inherits a fast, clean shopping experience — product browsing, cart, checkout — optimised for Iraqi shoppers and the local market.

The Design Challenge

A store builder is one of the most complex UX problems in software. The interface has to be powerful enough for a merchant who wants full control, yet simple enough for one who has never built anything online. Every panel, drag handle, and settings drawer was designed to communicate its function immediately — no manual required.