Stepup
Stepup
Stepup
Stepup
Designing a Community-Centric Shopping Experience
Designing a Community-Centric Shopping Experience
Color-independent accessibility design system for color-blind users!
Designing a Community-Centric Shopping Experience
My Role
My Role
My Role
My Role
UX Designer
UX Designer
UX Designer
UX Designer
Team
Team
Team
UX Designer, UX Researcher
UX Designer, UX Researcher
UX Designer, UX Researcher
Tools • Techniques
Tools • Techniques
Tools • Techniques
Tools • Techniques
Figma, SurveyMonkey • UI Design, Card Sorting, Empathy Mapping
Figma, SurveyMonkey • UI Design, Card Sorting, Empathy Mapping
Figma, SurveyMonkey • UI Design, Card Sorting, Empathy Mapping
Figma, SurveyMonkey • UI Design, Card Sorting, Empathy Mapping
PROJECT OVERVIEW
PROJECT OVERVIEW
PROJECT OVERVIEW
StepUp is a conceptual e-commerce platform designed to rethink how users shop for shoes online. Rather than just fixing usability issues, the goal was to create a community-first shopping experience that fosters trust, engagement, and confidence in purchasing decisions.
StepUp is a conceptual e-commerce platform designed to rethink how users shop for shoes online. Rather than just fixing usability issues, the goal was to create a community-first shopping experience that fosters trust, engagement, and confidence in purchasing decisions.
StepUp is a conceptual e-commerce platform designed to rethink how users shop for shoes online. Rather than just fixing usability issues, the goal was to create a community-first shopping experience that fosters trust, engagement, and confidence in purchasing decisions.
StepUp is a conceptual e-commerce platform designed to rethink how users shop for shoes online. Rather than just fixing usability issues, the goal was to create a community-first shopping experience that fosters trust, engagement, and confidence in purchasing decisions.
THE PROBLEM
THE PROBLEM
THE PROBLEM
Online shoe shoppers often face:
Online shoe shoppers often face:
Online shoe shoppers often face:
Online shoe shoppers often face:
Frustration with unclear navigation and overwhelming filtering options
Hesitation to complete purchases due to pricing uncertainty or lack of peer input
A lack of connection with other users, making the experience feel transactional
Frustration with unclear navigation and overwhelming filtering options
Hesitation to complete purchases due to pricing uncertainty or lack of peer input
A lack of connection with other users, making the experience feel transactional
Frustration with unclear navigation and overwhelming filtering options
Hesitation to complete purchases due to pricing uncertainty or lack of peer input
A lack of connection with other users, making the experience feel transactional
Frustration with unclear navigation and overwhelming filtering options
Hesitation to complete purchases due to pricing uncertainty or lack of peer input
A lack of connection with other users, making the experience feel transactional
My own experience struggling to find trustworthy, helpful information while shopping for shoes online inspired this project. I wanted to design a more intuitive, supportive journey for users.
My own experience struggling to find trustworthy, helpful information while shopping for shoes online inspired this project. I wanted to design a more intuitive, supportive journey for users.
My own experience struggling to find trustworthy, helpful information while shopping for shoes online inspired this project. I wanted to design a more intuitive, supportive journey for users.
My own experience struggling to find trustworthy, helpful information while shopping for shoes online inspired this project. I wanted to design a more intuitive, supportive journey for users.
My own experience struggling to find trustworthy, helpful information while shopping for shoes online inspired this project. I wanted to design a more intuitive, supportive journey for users.
How might we reduce friction in the shopping experience while building trust and engagement through a community-centric approach?
How might we reduce friction in the shopping experience while building trust and engagement through a community-centric approach?
How might we reduce friction in the shopping experience while building trust and engagement through a community-centric approach?
OBJECTIVE
OBJECTIVE
OBJECTIVE
Design goals:
Design goals:
Design goals:
Design goals:
Create a cleaner, more intuitive navigation structure
Introduce social shopping features to support decision-making
Design a UI that feels welcoming, modern, and confidence-inspiring
Create a cleaner, more intuitive navigation structure
Introduce social shopping features to support decision-making
Design a UI that feels welcoming, modern, and confidence-inspiring
Create a cleaner, more intuitive navigation structure
Introduce social shopping features to support decision-making
Design a UI that feels welcoming, modern, and confidence-inspiring
Create a cleaner, more intuitive navigation structure
Introduce social shopping features to support decision-making
Design a UI that feels welcoming, modern, and confidence-inspiring
USER RESEARCH
USER RESEARCH
USER RESEARCH
Surveys
Surveys
Surveys
Surveys
Interviewed 9 users aged 20–45 who frequently shop for shoes online. Focused on pain points around product discovery, trust, and decision confidence.
Interviewed 9 users aged 20–45 who frequently shop for shoes online. Focused on pain points around product discovery, trust, and decision confidence.
Interviewed 9 users aged 20–45 who frequently shop for shoes online. Focused on pain points around product discovery, trust, and decision confidence.
Interviewed 9 users aged 20–45 who frequently shop for shoes online. Focused on pain points around product discovery, trust, and decision confidence.
Key insights:
Key insights:
Key insights:
Key insights:
Users were unsure about sizing and often abandoned carts to "think about it"
They valued peer reviews, but found them difficult to navigate
A smooth filtering system was a top priority
Users were unsure about sizing and often abandoned carts to "think about it"
They valued peer reviews, but found them difficult to navigate
A smooth filtering system was a top priority
Users were unsure about sizing and often abandoned carts to "think about it"
They valued peer reviews, but found them difficult to navigate
A smooth filtering system was a top priority
Users were unsure about sizing and often abandoned carts to "think about it"
They valued peer reviews, but found them difficult to navigate
A smooth filtering system was a top priority
Empathy Mapping
Empathy Mapping
Empathy Mapping
Empathy Mapping
Mapped user thoughts, feelings, goals, and frustrations to synthesize patterns across interviews and guide feature prioritization.
Mapped user thoughts, feelings, goals, and frustrations to synthesize patterns across interviews and guide feature prioritization.
Mapped user thoughts, feelings, goals, and frustrations to synthesize patterns across interviews and guide feature prioritization.
Mapped user thoughts, feelings, goals, and frustrations to synthesize patterns across interviews and guide feature prioritization.
Card Sorting
Card Sorting
Card Sorting
Card Sorting
Ran a closed card sorting exercise where users were asked to place specific shoe categories into predefined navigation groups. This helped validate the site's information architecture and improve the clarity of product filters and navigation labels.
Ran a closed card sorting exercise where users were asked to place specific shoe categories into predefined navigation groups. This helped validate the site's information architecture and improve the clarity of product filters and navigation labels.
Ran a closed card sorting exercise where users were asked to place specific shoe categories into predefined navigation groups. This helped validate the site's information architecture and improve the clarity of product filters and navigation labels.
Ran a closed card sorting exercise where users were asked to place specific shoe categories into predefined navigation groups. This helped validate the site's information architecture and improve the clarity of product filters and navigation labels.
DESIGN SOLUTIONS
DESIGN SOLUTIONS
DESIGN SOLUTIONS
Onboarding Experience – Setting the Stage for Engagement
Onboarding Experience – Setting the Stage for Engagement
Onboarding Experience – Setting the Stage for Engagement
Onboarding Experience – Setting the Stage for Engagement
The onboarding experience gives users a quick overview of the platform’s core features. It helps set expectations, highlights key functionalities, and ensures users feel oriented and ready to explore from the start.
The onboarding experience gives users a quick overview of the platform’s core features. It helps set expectations, highlights key functionalities, and ensures users feel oriented and ready to explore from the start.
The onboarding experience gives users a quick overview of the platform’s core features. It helps set expectations, highlights key functionalities, and ensures users feel oriented and ready to explore from the start.
The onboarding experience gives users a quick overview of the platform’s core features. It helps set expectations, highlights key functionalities, and ensures users feel oriented and ready to explore from the start.
The onboarding experience gives users a quick overview of the platform’s core features. It helps set expectations, highlights key functionalities, and ensures users feel oriented and ready to explore from the start.
Homepage – Simplified
Homepage – Simplified
Homepage – Simplified
Homepage – Simplified
This minimal approach helps users enter the shopping flow without distractions, streamlining decision-making and eliminating unnecessary complexity.
This minimal approach helps users enter the shopping flow without distractions, streamlining decision-making and eliminating unnecessary complexity.
This minimal approach helps users enter the shopping flow without distractions, streamlining decision-making and eliminating unnecessary complexity.
This minimal approach helps users enter the shopping flow without distractions, streamlining decision-making and eliminating unnecessary complexity.
This minimal approach helps users enter the shopping flow without distractions, streamlining decision-making and eliminating unnecessary complexity.
Category Browsing
Category Browsing
Category Browsing
Category Browsing
A clean, filterable grid layout that helps users easily browse and compare products within a specific category.
A clean, filterable grid layout that helps users easily browse and compare products within a specific category.
A clean, filterable grid layout that helps users easily browse and compare products within a specific category.
A clean, filterable grid layout that helps users easily browse and compare products within a specific category.
A clean, filterable grid layout that helps users easily browse and compare products within a specific category.
Product Detail Page
Product Detail Page
Product Detail Page
Product Detail Page
A clean product detail layout that supports informed decisions through rich visuals, size selection, customer reviews, and a clear call to action.
A clean product detail layout that supports informed decisions through rich visuals, size selection, customer reviews, and a clear call to action.
A clean product detail layout that supports informed decisions through rich visuals, size selection, customer reviews, and a clear call to action.
A clean product detail layout that supports informed decisions through rich visuals, size selection, customer reviews, and a clear call to action.
A clean product detail layout that supports informed decisions through rich visuals, size selection, customer reviews, and a clear call to action.
Checkout Summary – Transparent Pricing at a Glance
Checkout Summary – Transparent Pricing at a Glance
Checkout Summary – Transparent Pricing at a Glance
Checkout Summary – Transparent Pricing at a Glance
Displays full cost breakdown, including delivery and return policies upfront, helping users make informed decisions and reducing cart abandonment.
Displays full cost breakdown, including delivery and return policies upfront, helping users make informed decisions and reducing cart abandonment.
Displays full cost breakdown, including delivery and return policies upfront, helping users make informed decisions and reducing cart abandonment.
Displays full cost breakdown, including delivery and return policies upfront, helping users make informed decisions and reducing cart abandonment.
Displays full cost breakdown, including delivery and return policies upfront, helping users make informed decisions and reducing cart abandonment.
Account Dashboard
Account Dashboard
Account Dashboard
Account Dashboard
An intuitive dashboard that gives users a clear overview of their total, active, and shipped orders with trend tracking and quick access to recent activity.
An intuitive dashboard that gives users a clear overview of their total, active, and shipped orders with trend tracking and quick access to recent activity.
An intuitive dashboard that gives users a clear overview of their total, active, and shipped orders with trend tracking and quick access to recent activity.
An intuitive dashboard that gives users a clear overview of their total, active, and shipped orders with trend tracking and quick access to recent activity.
An intuitive dashboard that gives users a clear overview of their total, active, and shipped orders with trend tracking and quick access to recent activity.
Service Hub – Sustainable Choices with Added Rewards
Service Hub – Sustainable Choices with Added Rewards
Service Hub – Sustainable Choices with Added Rewards
Service Hub – Sustainable Choices with Added Rewards
Encouraging conscious consumption, the Service Hub lets users rent, donate, or repair shoes while earning reward points for eco-friendly actions.
Encouraging conscious consumption, the Service Hub lets users rent, donate, or repair shoes while earning reward points for eco-friendly actions.
Encouraging conscious consumption, the Service Hub lets users rent, donate, or repair shoes while earning reward points for eco-friendly actions.
Encouraging conscious consumption, the Service Hub lets users rent, donate, or repair shoes while earning reward points for eco-friendly actions.
Encouraging conscious consumption, the Service Hub lets users rent, donate, or repair shoes while earning reward points for eco-friendly actions.
Rent
Rent
Rent
Rent
Renting shoes offers a flexible, budget-friendly, and sustainable way to try different styles without long-term commitment.
Renting shoes offers a flexible, budget-friendly, and sustainable way to try different styles without long-term commitment.
Renting shoes offers a flexible, budget-friendly, and sustainable way to try different styles without long-term commitment.
Renting shoes offers a flexible, budget-friendly, and sustainable way to try different styles without long-term commitment.
Renting shoes offers a flexible, budget-friendly, and sustainable way to try different styles without long-term commitment.
Donate
Donate
Donate
Donate
Give your gently used shoes a second life—support local communities and reduce environmental waste with every donation.
Give your gently used shoes a second life—support local communities and reduce environmental waste with every donation.
Give your gently used shoes a second life—support local communities and reduce environmental waste with every donation.
Give your gently used shoes a second life—support local communities and reduce environmental waste with every donation.
Give your gently used shoes a second life—support local communities and reduce environmental waste with every donation.
Event Hub – Connect, Engage, Belong
Event Hub – Connect, Engage, Belong
Event Hub – Connect, Engage, Belong
Event Hub – Connect, Engage, Belong
Join interactive events and community discussions designed to spark connection, encourage participation, and build a sense of belonging among users.
Join interactive events and community discussions designed to spark connection, encourage participation, and build a sense of belonging among users.
Join interactive events and community discussions designed to spark connection, encourage participation, and build a sense of belonging among users.
Join interactive events and community discussions designed to spark connection, encourage participation, and build a sense of belonging among users.
Join interactive events and community discussions designed to spark connection, encourage participation, and build a sense of belonging among users.
HIGH-FIDELITY UI
HIGH-FIDELITY UI
HIGH-FIDELITY UI
USABILITY TESTING & FEEDBACK
USABILITY TESTING & FEEDBACK
USABILITY TESTING & FEEDBACK
Conducted moderated usability testing with 4 participants using the prototype. Focused on product discovery, Q&A interaction, and the checkout process.
Conducted moderated usability testing with 4 participants using the prototype. Focused on product discovery, Q&A interaction, and the checkout process.
Conducted moderated usability testing with 4 participants using the prototype. Focused on product discovery, Q&A interaction, and the checkout process.
Conducted moderated usability testing with 4 participants using the prototype. Focused on product discovery, Q&A interaction, and the checkout process.
Notable outcomes:
Notable outcomes:
Notable outcomes:
Notable outcomes:
All testers completed key tasks (finding a shoe, reading community input, reaching checkout) without guidance
Users responded positively to the Event Hub feature, saying it helped "build confidence in their choice"
Navigation changes were described as "much cleaner" and "easier to explore"
All testers completed key tasks (finding a shoe, reading community input, reaching checkout) without guidance
Users responded positively to the Event Hub feature, saying it helped "build confidence in their choice"
Navigation changes were described as "much cleaner" and "easier to explore"
All testers completed key tasks (finding a shoe, reading community input, reaching checkout) without guidance
Users responded positively to the Event Hub feature, saying it helped "build confidence in their choice"
Navigation changes were described as "much cleaner" and "easier to explore"
All testers completed key tasks (finding a shoe, reading community input, reaching checkout) without guidance
Users responded positively to the Event Hub feature, saying it helped "build confidence in their choice"
Navigation changes were described as "much cleaner" and "easier to explore"
REFLECTIONS
REFLECTIONS
REFLECTIONS
This project deepened my appreciation for how community input and transparency can elevate the shopping experience. The feedback showed that users valued tools that reduced uncertainty and helped them feel part of a larger community.
This project deepened my appreciation for how community input and transparency can elevate the shopping experience. The feedback showed that users valued tools that reduced uncertainty and helped them feel part of a larger community.
This project deepened my appreciation for how community input and transparency can elevate the shopping experience. The feedback showed that users valued tools that reduced uncertainty and helped them feel part of a larger community.
This project deepened my appreciation for how community input and transparency can elevate the shopping experience. The feedback showed that users valued tools that reduced uncertainty and helped them feel part of a larger community.
It also sharpened my ability to run lean research and design iterations, bridging user needs with business goals in a way that felt purposeful and human.
It also sharpened my ability to run lean research and design iterations, bridging user needs with business goals in a way that felt purposeful and human.
It also sharpened my ability to run lean research and design iterations, bridging user needs with business goals in a way that felt purposeful and human.
It also sharpened my ability to run lean research and design iterations, bridging user needs with business goals in a way that felt purposeful and human.
Let's Work Together?
Now that you've come this far, let's work together on your next product?
Let's Work Together?
Now that you've come this far, let's work together on your next product?
Let's Work Together?
Now that you've come this far, let's work together on your next product?
Let's Work Together?
Now that you've come this far, let's work together on your next product?
Let's Work Together?
Now that you've come this far, let's work together on your next product?