The Machine Exchange
The first used machine trading platform in Taiwan
Overview
MachEx is a second-hand platform for buying and selling machinery. Its primary focus is selling used machines from Taiwan to overseas owners. The goal of MachEx is to digitize the product catalog, reduce communication costs, and establish a professional verification mechanism, enabling buyers to make secure purchases online. Therefore, designing a user-friendly experience and a professional visual identity are the objectives of this project."
Role
UI Designer
Visual Designer
Category
Web Design
Identity Design
Tool
Illustrator
Background
Chenyuan originated as a side venture from a Taiwanese machinery trading company, focusing on the sale of mechanical components alongside professional consulting services. With Southeast Asia as its primary market, the company serves as a key industrial supplier in Thailand and Indonesia. Rooted in the traditional fastener (screw) industry, Chenyuan frequently receives inquiries from various channels — including Google searches, trade shows, industry publications, the Taiwan Machinery Association, and the Taiwan Screw Trade Association — about the availability and pricing of used machinery in Taiwan.
Taiwan's second-hand machinery has long been a major source of industrial equipment for Southeast Asian markets. Known for its reliable quality and competitive pricing, it is particularly attractive to small businesses and startups looking to scale without heavy capital investment.
However, the current model — relying on in-person meetings and fragmented communication — is inefficient and limits information flow. There is no centralized platform that clearly showcases available machinery or streamlines the buying process. To address this gap, the client envisioned a dedicated website that not only displays detailed listings of Taiwan's used machinery, but also enables online estimation of customs clearance and shipping costs, allowing buyers to find the right equipment and pricing with ease. This project focuses on building an e-commerce platform for used machinery — one that consolidates independent sellers from across Taiwan into a unified, outward-facing sales channel for international buyers.
Problems
Lack of an integrated platform
Used machinery sellers in Taiwan are scattered across different regions, and most lack English-language listings, making it difficult to reach international buyers effectively.
Time-consuming in-person inquiries
The volume of pricing inquiries from Southeast Asian buyers has become difficult to manage individually. An online platform that consolidates trade, logistics, and payment into one streamlined process would greatly improve response efficiency.
Most established second-hand machinery platforms overseas focus primarily on equipment made in Europe, the US, and Japan. There is no platform that specifically handles the export of Taiwan-manufactured used machinery to global markets. This gap is the core opportunity behind developing MachEx.
Research
Visual Analysis of Competing Platforms
To establish a visual direction, I reviewed a range of second-hand machinery trading websites from both Eastern and Western markets, selecting cases with relatively professional design and branding. These were then mapped onto a quadrant analysis to identify overall visual trends. The results showed that most competitors cluster in the lower-right quadrant — favoring low contrast and generic gear-based iconography. The remaining three quadrants represent open territory for MachEx to differentiate itself visually.
Goal
User-Friendly Interface Design
A clear and intuitive layout allows buyers to easily find the products they need, while sellers can register and upload product listings without friction.
Professional Brand Identity
A credible and industry-appropriate visual identity builds user trust and leaves a lasting impression.
Wireframe
Web Design
Following the visual analysis, I developed a keyword-driven mind map to explore design directions across different categories, then used a mood board to define the overall visual style.
Explore
Moodboard
Through in-depth research and visual analysis of competitor websites, I observed that most platforms in this space share a similar visual language — mechanical shapes such as component outlines, metallic textures, a sense of volume, and bold sans-serif typography. This led me to draw a parallel with the Transformers film series: what first appears to be an ordinary old vehicle is later revealed to be something extraordinary. This became the guiding concept — browsing MachEx feels like discovering hidden treasure. A mask motif was also introduced as a symbol of verification, representing the platform's commitment to quality and buyer protection. The overall aesthetic direction leans toward cool tones and sharp, industrial lines. Relevant visual references were then gathered to serve as the creative foundation.
Identity Design
Drawing from the two initial proposals and the client's input, the final logo integrates the letterforms M and X with a shield motif, forming a mask-like emblem. This design strengthens brand recognition while visually communicating the client's core promise — trust, authenticity, and quality assurance.
Style Guide
