A cutting-edge e-commerce platform designed to offer users unbeatable deals across a wide range of product categories.
OVERVIEW
Dealsgala is a cutting-edge e-commerce platform designed to offer users unbeatable deals across a wide range of product categories, from electronics and fashion to home goods and beyond. Our platform focuses on providing a seamless and enjoyable shopping experience for users who value both affordability and variety.
Available on iOS, Android, and via web, Dealsgala caters to modern shoppers who expect convenience and accessibility, regardless of the device they use.
IMPACT
ROLE
As an E-commerce specialist and a designer, I was responsible for conducting user research, defining the problem, ideating solutions, and designing the overall user experience and interface. I collaborated with developers to ensure the designs were implemented as envisioned.
STACK
Adobe XD
PrototypingIllustrator
Vector UIPhotoshop
ImagingMoqups
WireframingWordPress
Web PlatformIonic
Mobile DevPhpMyAdmin
DatabasePROBLEM
In a saturated market of e-commerce platforms, users often struggle with finding trustworthy deals and navigating through complex interfaces. Additionally, many platforms fall short in providing effective customer service, and users are frequently overwhelmed by the sheer volume of low-quality or irrelevant products.
Dealsgala aims to simplify the shopping process by offering a streamlined, user-friendly experience that prioritizes exceptional customer service.
How might we design a platform that simplifies the process of discovering and purchasing deals while maintaining a visually appealing and user-friendly interface?
To design an intuitive platform that offers a seamless shopping experience, helping users discover and purchase deals effortlessly.
This project encompassed the entire UX/UI design process, from initial research and user analysis to prototyping, testing, and final implementation. The design needed to be adaptable across web and mobile platforms.
RESEARCH
To develop a customer-centric e-commerce app, it was vital to comprehend the needs and behaviors of potential users. My research began with a deep dive into the following:
INTERVIEWS
To gain a deeper understanding of our target users and their shopping behaviors, I conducted primary research through user interviews with 6 participants.
I developed an Interview Guide consisting of 12 open-ended questions designed to encourage participants to share their personal experiences and shopping habits.
Participants: 6 participants (4 females, 2 males) — a mix of frequent online shoppers and occasional deal hunters.
ANALYSIS
I conducted a competitive analysis of leading e-commerce platforms including Alibaba, AliExpress, Amazon, Temu, Wish, and Joom to identify best practices and areas where Dealsgala could differentiate itself.
• Curated, High-Quality Products: Focus on handpicked selection to differentiate.
• Personalized Customer Service: Build trust with proactive support and clear policies.
• Simplified Shopping Experience: Streamline search to reduce decision fatigue.
• Verified Reviews & Ratings: Ensure users can trust product feedback.
EMPATHY
To synthesize the qualitative data gathered from user interviews, I created an empathy map to identify patterns across users, uncover insights, and generate needs.
Insights: Dealsgala shoppers value convenience, transparency, and affordability. By addressing pain points like streamlined navigation, improved filtering, and smoother cart experiences, Dealsgala can enhance the shopping journey while fostering trust and excitement.
AUDIENCE
Developed user personas based on the research, representing different segments like budget-conscious shoppers and top quality product enthusiasts. These personas help guide the design and development of Dealsgala.
JOURNEY
The goal of User Journey Mapping was to understand the complete end-to-end experience of a user interacting with Dealsgala, identifying key touchpoints and potential areas for improvement.
Through this user journey mapping process, we were able to identify and optimize key touchpoints, ensuring that Dealsgala provides a seamless and positive experience for users at every stage of their interaction with the platform.
STRUCTURE
The Dealsgala sitemap is a structured blueprint of the platform, designed to outline its core pages and navigation flow.
Entry points focused on low-friction browsing and deal discovery (Home, Categories, Global Search).
The critical path from selection to conversion, optimized for high-speed checkout and trust signals.
Personalized surfaces designed to increase LTV through order history, rewards, and proactive support.
Architecture is mapped to a linear navigation hierarchy to ensure sub-3-click access to any product from any screen.
FLOW
Reducing cognitive load by presenting only relevant options at each stage of the browsing journey.
A friction-free path from finding a deal to secure checkout, minimizing drop-off rates.
Seamlessly guiding users from the final purchase back into discovery for their next deal.
Detailed Logic Map: User Journey from Homepage to Transaction Success
DESIGN
For the Dealsgala website and app, I led the UX/UI design process with a focus on creating a seamless and intuitive user experience. The goal was to ensure that users could effortlessly navigate through multiple product categories, find great deals, and complete their purchases with ease.
I collaborated closely with the development team using an agile methodology, allowing for continuous feedback and iterations throughout the design and build process.
Created low-fidelity and high-fidelity designs, incorporating a clean and modern aesthetic to appeal to a broad audience.
Designed intuitive UI elements like buttons, filters, and search bars, ensuring they were easily accessible across different devices.
Ensured the design was fully responsive, providing a seamless experience across web and mobile platforms.
SKETCHES
During the design process, sketches played a crucial role in visualizing the initial concepts and layout. By sketching out different screens, we were able to quickly iterate on ideas, explore various layouts, and ensure intuitive navigation.
WIREFRAMES
The initial design phase involved creating low to Mid-Fidelity wireframes to establish the overall layout and structure. Feedback from stakeholders was incorporated, leading to refinements before moving to high-fidelity designs.
After designing the essential pages, I created a mid-fidelity prototype by linking them together. This prototype allowed me to conduct usability testing, which is invaluable for identifying issues in the information architecture and user flows early on.
TESTING
Developed a Usability Testing Plan outlining objectives and methodology.
Liked: Clear product categorization
Requests: Simpler navigation, flexible filtering, better UGC visibility.
Refined app features to significantly improve user experience, accessibility, and overall engagement across all tested user flows.
I conducted both in-person and remote usability testing and created Transcripts for each participant.
After testing, I conducted a Usability Survey to measure satisfaction and validate improvements.
PATTERNS
The results from usability testing were summarized by creating an affinity map, effective in helping us find patterns, frustrations, and identify areas of improvement based on priority levels.
1. Users Want Simplicity: Clean navigation, easy checkout, and faster filtering tools are critical.
2. Trust is Non-Negotiable: Secure payments, transparent policies, and authentic reviews.
3. Deals Drive Excitement: Flash sales, discounts, and rewards motivate users.
4. Social Proof is Powerful: User-generated content influences purchasing decisions.
5. Streamline the Experience: Address cart abandonment by automating steps.
6. Personalization Wins: Tailored recommendations make users feel valued.
BRAND
The style guide serves as a foundational reference, ensuring visual consistency throughout the app's UI design. It reflects the app's commitment to delivering a personalized and immersive experience.
APP
The image on the left side shows the old design and the right-hand side image is the refined version. The app can be downloaded on Android and iOS.
Detailed walkthrough of core user flows, highlighting the seamless transition from discovery to checkout.
Interact with the high-fidelity Adobe XD prototype firsthand.
Click below to load the live Adobe XD mockup.
LOGO
WEBSITE
REFLECT
1. Navigating a Saturated Market: Distinguishing Dealsgala in a crowded e-commerce landscape.
2. Ensuring Consistent Product Quality: Maintaining high standards with multiple suppliers.
3. Balancing UX with Feature Complexity: Striking a balance between feature-rich and user-friendly.
1. Value of User-Centered Design: Prioritizing user needs at every stage proved crucial.
2. Importance of Differentiation: A clear value proposition helped us stand out.
3. Iterative Development is Essential: Continuously testing and refining based on feedback.
By reflecting on these challenges and lessons learned, the Dealsgala team is better equipped to navigate future projects, ensuring continuous growth and improvement of the platform.
NEXT
SUCCESS
