Research & Needfinding:
I conducted in-store observations and user interviews at retailers like Ross and Marshalls to better understand shopper pain points. I also distributed surveys to validate common frustrations, like difficulty locating sale sections and feeling overwhelmed by cluttered layouts.

Information Architecture:
Based on my research, I restructured the app’s navigation and layout to highlight sales and simplify filtering by discount percentage, brand, and price. My goal was to reduce cognitive load and improve how users browse for deals.

Wireframing & Prototyping:
I created low-fidelity wireframes to visualize the user flow and iterated on them based on class critiques. Once refined, I built a high-fidelity interactive prototype in Figma, including features like flash sale cards and countdown timers to create urgency.

Usability Testing:
I conducted usability tests with peers to observe how users navigated the app. I noted areas of confusion such as unclear buttons and visual clutter and applied design fixes to improve discoverability and user flow.

Visual Design & Style Guide:
I developed a cohesive visual identity that emphasized bright colors for discount visibility, clear hierarchy, and consistent UI elements. I also created a simple style guide to ensure consistency across the app screens and support future design iterations.