Users struggle to find and buy local items quickly due to fragmented discovery and unclear navigation—leading to frustration and cart drop-offs. This project explores how usability-led design can reduce friction and support faster purchasing decisions.
To ground design decisions in real user needs, I conducted foundational research to understand behaviours, frustrations, and expectations around local shopping.
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Information architecture &
user flows
Early design exploration included:
Early design exploration
The goal at this stage was to explore layout and navigation options quickly, validate assumptions, and identify friction early.
• Rapid paper sketches to explore layout options
• Digital wireframes to test hierarchy and navigation
• A low-fidelity prototype to validate flow and task completion
• Usability testing to identify friction and iterate
User research:
summary
To understand how users discover and purchase local clothing and gifts, I conducted qualitative user research through interviews and surveys.
The research focused on identifying pain points around time pressure, comfort, and continuity—particularly for users who need items quickly or prefer to avoid physical shopping. These insights directly informed prioritisation, interaction design, and navigation decisions throughout the project.
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● User research
● Personas
● Problem statements
● User journey maps
Understanding
the user
To support fast decision-making and reduce drop-off, I structured the navigation around clear browsing paths and a linear checkout flow. The sitemap prioritises quick access to categories, visible entry points to cart and wishlist, and a predictable checkout sequence to help users complete purchases with confidence.
This structure reduces navigation depth and keeps users oriented throughout the shopping journey.
Early design exploration
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Design priorities shaped by user insights
Based on these pain points, I prioritised solutions that reduced time-to-purchase, minimised cognitive load, and allowed users to safely pause and return to their shopping journey. These priorities directly informed layout, navigation, and interaction decisions across the app.
For example, to support faster discovery, I replaced hidden ‘load more’ interactions with continuous scrolling and reduced the number of steps required to reach checkout.
This persona helped prioritise speed, clarity, and continuity across the browsing and checkout experience.
Mapping Maria’s journey revealed key moments of hesitation and reassurance throughout the shopping flow—particularly during product selection, delivery confirmation, and checkout. These moments highlighted where clarity, reassurance, and continuity were critical to maintaining confidence and preventing drop-off.
Goal: Find and order a stylish dress with same-day delivery to wear the same day.
To address these moments of hesitation and reassurance, I explored low-fidelity wireframes focused on clarity, speed, and uninterrupted browsing.
Rapid paper sketches
Focusing on the core features identified through user research,
I sketched initial wireframes on paper to explore layout, hierarchy, and navigation quickly.
Early homepage layout variations exploring content hierarchy and product discovery.
I sketched layout options across key screens to identify essential elements, prioritise hierarchy, and accommodate compact Android screen constraints.
I translated early concepts into digital wireframes to validate layout, hierarchy, and interaction patterns before moving into visual design. These wireframes focus on reducing time-to-purchase by surfacing key value propositions early, supporting quick product scanning, and enabling direct actions without interrupting browsing.
Actionable product cards
Product cards combine imagery, price, and primary actions to support quick scanning and minimise navigation depth.
Immediate value visibility
Same-day delivery is surfaced in the homepage carousel to reduce uncertainty and support faster purchase decisions.
Responsive wireframe variations
I explored digital wireframe variations across smaller screen sizes to ensure that key content, actions, and hierarchy remained clear on compact devices. This helped validate that product discovery, pricing visibility, and primary actions stayed accessible without increasing cognitive load or requiring additional scrolling.
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Hierarchy preserved on smaller screens
Primary actions and delivery messaging remain visible without introducing additional steps.
Lo-Fidelity
Prototype
Hi-Fidelity
Prototype
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