Role
UX Designer
TimeLine
May 2025 – Present
Tasks
Low-, mid-, and high-fi prototyping
Competitive brand analysis
User pain points
Usability testing
Build from 0 to 1
Tools
Figma
Google Form
Team
1 PM
3 Designers
6 Developers
4 Marketers
First
What’s the Problem?
On average, people own 148 pieces of clothing, yet still feel they have “nothing to wear.”
Why? The rapid cycle of fast fashion, impulsive buying, and uninspiring shopping experiences create cluttered wardrobes and disconnected choices.
I wanted to address this gap by designing a website that helps users find the most suitable clothes and build personalized wardrobes while enhancing the brand’s business performance.
Competitive Analysis!
Gender Split Across Competitor Platforms
Findings
Strengths to Learn From
1. Clear Target User Group
Define a distinct audience to enable precise marketing and maximize commercial impact.
2. Simple Interaction Steps
Fewer steps speed decisions and encourage purchases.
3. Minimalist Interfaces
A clear, simple design reduces cognitive load and makes browsing effortless.
But
1 Thing is Missing in All—
Let's Solve Them Step by Step
First Problem
How might we find target user?
are leading the fashion and apparel market.
US Fashion E-Commerce (Capital One Shopping, 2025)
- 58.2% of mobile apparel shoppers are women
- 68.5% online apparel revenue is women’s clothing
Resale Platforms (ThredUp Resale Report)
- ~1/3 of U.S. women bought used apparel in the past year
- ~2× the rate of men
Age Matters (Statista, 2025)
- 29.7% 25–34 of resale shoppers
- 23.8% 35–44 of resale shoppers
How Design Puts Target Users First?
Benefits
Why this design works?
- Since most users are women, enlarging women’s sections makes key items easier to find and increases purchase likelihood, boosting overall business performance.
- Women-led visuals and models help users instantly see the platform’s relevance, reducing decision friction and clearly signaling “this is for me” at first glance.
Second Problem
How might we personalize shopping?
“If I tag specific aesthetics rather than just brands or colors I get a lot more traffic and sales.” — Reddit
Instead of relying only on traditional categories, we introduce 10 aesthetic styles. Users can search and filter by the specific aesthetics they’re drawn to, making the shopping experience more targeted and personalized.
Let’s build a Wardrobe !
Research Insights
Why They Stay and Buy?
Further research shows that women aged 20–40 focus on:
Personalized Style
Fashion is a tool for self-expression and identity.
Women 20–40 emphasize self-discovery and expressing inner personalities (bcpublication.org). 45% rate personalized offers as “highly important” (pymnts.com).
Clean Interface
They stay longer on minimal, clear, uncluttered sites.
A streamlined layout with clear menus increases comfort and exploration (ResearchGate).
Simple Interaction
They expect speed & simplicity—no wasted steps.
Time-pressed shoppers drop off when flows are slow or complex; “don’t make me think” means fewer clicks, simpler nav (researchgate.net).
Graph
Narrowing Competitors
We created a gender distribution graph across all competitive brands to pinpoint which ones best align with our target audience. Based on this analysis, Poshmark, Depop, and Mercari stood out as our focus for deeper comparison.
- ➤ Key pages and user flows — understanding navigation logic and hierarchy
- ➤ Core functions and interactions — how each platform engages and retains users
- ➤ UI structure and visual layout — identifying consistent design systems and visual languages
Solution 1
Marketing-Aligned Design
After confirming Women are our primary users, I aligned the design with marketing goals. The Landing page became the clearest space to translate this insight into action.
Both Poshmark and Mercari prioritize Women first in their category order. I kept this convention and pushed it further with stronger visual hierarchy 👀:
- The Women category is centered and largest; Men and Kids are placed to the left at a smaller scale.
- Subcategories are curated around the most in-demand segments, emphasizing women’s preferences and shopping behaviors.
- Hero and key tiles use female model imagery, allowing shoppers to instantly visualize fit and style.
Mercari
Poshmark
My Design
Solution 2
10 Personalized Aesthetics
The way we build a personalized wardrobe allows users to select 10 aesthetics they’re interested in.
This enables users to search not only by categories, but also by the aesthetics they’re drawn to, making the experience more targeted and personalized:
- 🖤 Grunge
- 🧥 Vintage
- 🎨 Artsy
- 📚 Academia
- ⚪ Minimalism
- 💿 Y2k
- 🌸 Kawaii
- 👗 Designer
- 👟 Streetwear
- 📻 Retro
Users will first select their top 3 aesthetics of interest. The landing page will then prioritize and recommend items that align with those selected aesthetics. They can update preferences anytime in the settings page.
Marketing Impact
From Taste to Traction
Aesthetics do more than help buyers find pieces they love—they advance our marketing goals.
By matching buyers with sellers who share similar style “flavors”, we shorten discovery time, improve match quality, and increase purchase likelihood. Sellers see higher sell-through and revenue while low-intent inquiries decline, reducing support overhead.
As a result, the marketplace enters a virtuous cycle ♻️ that attracts more users and scales growth.
minimal V.S. content-rich
Solution 3
How To Make Design Clean?
A clean, well-structured interface encourages users to stay longer and complete their purchase.
Research shows that nearly 1 in 5 online shoppers in the U.S. abandoned a purchase last quarter because the website felt too noisy or cluttered (Baymard Institute).
Through the design process, when the layout remains clean, all essential information naturally falls into place. This demonstrates that minimalism and content richness are not opposites—they coexist in harmony.
The examples below illustrate how I applied this principle in the design .
Aesthetics Overview
Items Overview
Issues of Competitor
My Design
Solution 4
How To Reduce Step?
Too many steps often cause users to drop off from using a platform.
Research shows that when the average checkout spans around 5 pages, nearly 70% of carts are abandoned (Baymard Institute, 2023). This is especially critical in payment-related flows. Studies show that simplifying the Olympic Store checkout from two pages to one resulted in a 21.8% increase in completed purchases (Elastic Path, 2022) — highlighting users’ strong preference for simple, efficient interactions.I applied this principle in my design process, paying special attention to reducing friction in every step related to the payment method flow.
Build design system
Stay consistent
From Tokens to Components
Interaction Standards
We made it! ✨
Users clear. Minimalist. Effortless.
Business Goal
Result
2,000+ Potential Users 👥
$1,500+ Sales 🛍️
$50K Profit Margin 💰
45% Satisfaction↑ 😊
Reflection
Key Learnings
Design With Purpose.
Design is not only about aesthetics—it can achieve practical business goals through visual hierarchy and interaction patterns.
Build a Design System.
A design system sets the tone for the entire site. Defining color tokens, component libraries, and interaction rules not only reinforced our brand identity but also improved efficiency and scalability for future releases.
Collaboration is the key.
Design isn’t just a designer’s job—it’s a team sport with engineers, PMs, and stakeholders. Clearly communicating rationale, trade-offs, and intent is essential to ship good design.
Thanks!
@Voderrn Fall 2025