Logistics
Duration
6 weeks
Role
UI Designer
Tool
Figma
Team
Brief
I undertook a short-term contract design work within a rapidly growing eCommerce startup. The project at hand was to redesign the daily deals mobile app to achieve a more modern and sleek interface and establish a brand identity.
As the sole designer on the team, I intended to work towards building a design system in order to improve the quality of the user interface design. The former designer had begun creating a UI component library, so I was building upon that foundation while also incorporating details that encompassed the brand identity. From the get-go, I was learning so much in terms of design systems, branding, and taking initiative in a freelance role. Big thanks to the former designer for taking the time to teach me the ropes!
Process
Over the course of 6 weeks
Before & After
Takeaways
1
Working under pressure from the holiday shopping season and a sudden influx of new users
On top of the project pushing to deliver before the biggest holiday shopping season (Black Friday, Cyber Monday, Christmas), the Amazon Haul beta launched on November 13, 2024. Many shoppers might not have been aware that the Amazon beta storefront was found by searching for "Haul" in the search bar within the Amazon app due to them sharing the same name. As a result of this initial confusion, we received a sudden surge of new users downloading our Haul app. Luckily, the engineering team was able to successfully manage the incoming traffic and support the new users. It was crucial for me to maintain focus on delivering the MVP while monitoring feedback from new reviews posted on the App Store.
2
Adapt to different work styles — and my very first freelance experience!
My first freelance opportunity really helped strengthen my design skills and soft skills. Communication was key, and I made sure to discuss work preferences early on for a smooth and effective collaboration with my client (CE0). I exercised and improved my ability to brainstorm multiple variations, specifically around search navigation designs. I churned out several versions in a quick turnaround time that I would present to the CEO to receive feedback and guidance on which direction to move forward with. It was challenging yet riveting to vouch for particular design decisions behind some of the versions. As a fresh designer, I was heavily studying the design systems of eCommerce mobile apps (specifically around navigation and filter options).
3
Invest in a design system
Investing time in building a strong foundation was important for a rapidly growing startup. A hefty amount of time was spent working on the component library. This saved us a significant amount of time and minimized risks with inconsistency or any confusion later down the line. I really saw firsthand how a good design system brought structure and coordination for the product team.
4
Introduce gradual changes — transitioning from dark mode to light mode
The team worked on implementing gradual changes and being receptive to user feedback as the app underwent the redesign process. We provided onboarding screens to highlight the changes and help both returning and new users adapt to the new experience. The onboarding screens served as a manual to explain navigation across the various screens within the app.
5
Simplify complexity — avoid deep navigation & create clear instructions
Less is more. With so many different products and numerous deals already being displayed, we refrained from providing any unnecessary or unwanted information — that would be overwhelming for our users. Our goal is to clearly guide our users on how to obtain precise and relevant results in as little time and steps as possible.
6
Establish brand identity — recognition & trust leads to improved user engagement & retention
A cohesive brand presence was necessary to differentiate Haul among other eCommerce apps out there. I focused on bringing a modern aesthetic appeal and delivering a memorable experience for the redesign of the interface. This creates a more user-friendly and intuitive experience, which enhances user trust and engagement. The company is essentially building a relationship with its users through every interaction or non-interaction, which influences purchasing behavior. Therefore, customer loyalty and retention is a top priority for eCommerce apps, like Haul, where they profit from repeat sales.
Thanks for reading
⬇️ Check out another redesign project I did for my university's website!
UCI WebReg Redesign