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Case Study - Carol Indigo  

E-commerce App

Problem Description

Carol Indigo, interior designer, wanted to access new markets through the creation of an online brand, a website, and the use of  

e-commerce solutions.

Defining the Challenge

Carol Indigo needed a complete solution, from the creation of an attractive brand solution to the UX design of an e-commerce app, developed for desktop and mobile.

The typical users:

- Busy professionals

- Home owners

- Newly married couples

- Families.



I was brought on this project as user experience designer, user interface designer, and art director.



Comparative Analysis

The first step was to research and evaluate the competition. I compared competitors websites for usability and main features, and conducted a heuristic evaluation.

Carol indigo - Comparative analysis.jpg

User Survey

A survey was created, the questions targeted potential needs and goals. I also conducted phone interviews with five of the survey participants to learn more about their habits when it comes to buying interior decoration and furniture.

UX 3 - User-Surveys---Interviews---Colle
Creating Personas

Based on customer goals and behaviors, four different personas were created to help guide design decisions

UX 4 - Personas---Carol-Indigo-App_edite

User Journeys / Stories

Using the personas profiles, I imagined different goals to understand what the whole experience would be for them. This gave powerful insights on what could be helpful or frustrating in the app design.


Site Map



I sketched multiple design options based on data collected during the research process.



Based on the sketches developed, I prepared low-quality wireframes and conducted prototype usability tests with several users.

Screen Shot 2017-04-24 at 8.03.09 PM_edi
Last Steps

- Modifications, based on testing results, were made to the UX and UI design.

- The last step was to prepare high-fi files and notes.

Final Results

Identity and Digital Branding
Carol Interior design.jpg
macbook-4 Carol.jpg
Desktop App - UX/UI
Mobile App UX/UI
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