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UX/UI
Year2025
RoleUX/UI Designer — Research, Wireframing, Prototyping, Visual Design
ToolsAdobe Illustrator · Figma · Photoshop
Twice as Nice
Project Overview
Twice as Nice is a fashion-focused e-commerce application designed to help users upgrade their wardrobe affordably without sacrificing quality or convenience. The app was created in response to common frustrations users experience with online shopping platforms, including misleading discounts, confusing checkout systems, unreliable shipping experiences, and poor-quality products. The goal of the project is to create a trustworthy and seamless shopping experience that combines affordability, accessibility, and modern design.
The Problem
Many e-commerce platforms advertise discounts that become unclear or unavailable during checkout, leading to frustration and abandoned carts. Users also experience issues with inaccurate shipping information, low inventory, poor-quality materials, hidden membership fees, and overly complicated rewards systems.
The Solution
Twice as Nice simplifies the online shopping experience by automatically applying eligible coupons during checkout and clearly displaying discounts before purchase. The app also prioritizes shipping confirmation before final checkout to reduce delivery errors and additional fees. The experience was designed to feel seamless, trustworthy, and user-friendly while still offering trendy and affordable fashion options.
Research
Research included surveys, user interviews, competitive analysis, indirect competitor analysis, desktop research, journey mapping, empathy mapping, and affinity mapping. Findings showed that users value convenience, easy navigation, and product variety, but are often frustrated by false advertising, surprise fees, inaccurate sizing, delayed shipping, and unnecessary membership costs.
Target Audience
Young women ages 18 to 35 looking for trendy and affordable fashion while staying within budget.
Competitive Analysis
Research focused on platforms such as Shein, Fashion Nova, and Waydamin, along with indirect competitors like Target and Chick-fil-A. This helped identify successful features and pain points related to loyalty systems, automatic discount applications, convenience, shipping expectations, customer experience, and product quality.
Design Process
The design process included sketching, low-fidelity wireframes, and high-fidelity prototypes. The final interface focused on strong visual hierarchy, intuitive navigation, automatic coupon application, clear shipping visibility, integrated customer support, search functionality, and an improved checkout experience.
Conclusion
Twice as Nice demonstrates how thoughtful user-centered design can improve trust and usability within e-commerce experiences. The final design focuses on accessibility, functionality, and clean visual presentation to create a more enjoyable and efficient shopping experience.
Takeaways
This project strengthened my understanding of UX strategy, usability testing, visual hierarchy, and designing around real user frustrations. It also helped deepen my understanding of balancing aesthetics with functionality in e-commerce design.
What's Next
Future plans for Twice as Nice include expanding into a fully responsive website, increasing accessibility for a wider audience, and eventually growing into both a global digital and physical shopping experience.