E-commerce App Design Study
Project Type: App Design
Role: Sole UX/UI designer
Industry: Fashion
Tools: Figma, Adobe Creative Suite
Duration: 2 Weeks
THE PROCESS
Empathize — Research & User Understanding
Mobile eCommerce users often prioritize speed, clarity, and ease of navigation when shopping on their devices. Based on common user behaviors and industry patterns, key frustrations typically include difficulty finding relevant products, overwhelming interfaces, and lengthy or complicated checkout processes.
Users are often browsing casually or multitasking, which makes intuitive navigation and quick decision-making essential. A successful experience should minimize friction, surface relevant information quickly, and make purchasing feel seamless from discovery to checkout.
Define — Problem Statements & Requirements
This design study focuses on improving the mobile e-commerce experience by reducing friction in product discovery and checkout.
Mobile users often encounter unnecessary complexity when browsing products or completing purchases, resulting in cognitive overload and drop-off during critical decision points.
The design challenge is to create a clear, efficient shopping experience that supports fast browsing, easy product evaluation, and a simplified checkout flow while maintaining a strong visual hierarchy.
Problem Statement
How might we design a mobile eCommerce experience that makes it easier for users to discover products and complete purchases with minimal friction?
IDEATE - BRANDING
Primary Colors
#F7595A
#8EBEE9
#93BB87
Secondary Colors
#E00001
#2E9BFE
#45B320
Tertiary Colors
#AE0001
#155892
#2C7515
Ideate — Content Strategy, IA & Solution Exploration
In the ideation phase, I focused on defining both the visual direction and overall experience strategy for the app. The goal was to create a mobile eCommerce experience that feels bright, youthful, and engaging while still maintaining a sense of product quality and trust.
I developed a mood board to establish the visual language, exploring color palettes, typography styles, and UI inspiration to guide consistency throughout the design. This step helped ensure that the interface would feel cohesive and aligned with the intended brand personality before moving into high-fidelity design.
This exploration helped shape a design direction centered around bold color, clear hierarchy, and a clean layout structure that keeps products visually prominent.
Prototype — Wireframes, Flows & High-Fidelity UI
Low-Fidelity Prototype
