My Role
Product Designer
Team
Solo Desinger
Working with stakeholders and engineer
Time
2025
Impact
Overwhelming Interface
Too many features competed for attention, confusing first-time users about where to start.
Hidden Value Proposition
The AI-powered search—the platform's core strength—was buried below the fold.
Premature Commitment
Sign-up prompts appeared before users understood what value they would receive.
Research
Stakeholder Interviews & Analysis
Conducted interviews with product team and analyzed user behavior data to identify pain points in the current onboarding flow.
Stakeholder interviews
Analytics review
Competitive analysis
Leading the design process
Problem Framing & Prioritization
Synthesized findings into actionable insights, prioritizing features based on user needs and business goals.
Affinity mapping
User personas
Problem statements
Wireframing & Prototyping
Created low-fi wireframes and developed mid-fi prototypes for rapid iteration and stakeholder alignment.
Wireframes
UI design
Interactive prototype
Usability Testing & Iteration
Tested with 6 users across shopping behaviors, iterating based on feedback to optimize the experience.
Moderated sessions
Task analysis
Design iteration
Define
Design
Validate
