Problem:

HUF currently doesn't have a mobile app available on any platform, which makes it literally impossible for users to want to shop and purchase HUF merch from the comfort of HUF's mobile store. Customers have expressed this pain point and want to be able to shop from their favorite brand from the comfort of their phones and not have to use mobile desktop sites in order to shop HUF merch.

Solution:

Our goal was to design the HUF app from scratch, creating the whole user experience while also reimagining the user’s shopping journey through a more user-friendly, aesthetically pleasing user interface that could entice users to not only want to buy HUF merch, but also refer HUF to their friends and family.

To resolve this problem, we had to first conduct some user research to identify our users' pain points that derived from HUF's lack of a mobile app store.

My first step in the design process is to conduct user research, to better understand the needs and motivations of customers interested in shopping at clothing stores, I conducted competitor analysis as well as reading testimonials from customers who have purchased merch from HUF's online and/or physical stores. Through this research, I gathered insights on the challenges and pain points users face when trying to purchase all types of HUF merch, especially customers that shop online.

After outlining the overall project goals, I like to create a simple custom flowchart that serves as a visual representation of the step-by-step journey a user takes through the app's interface, guiding them from entry to desired actions and outcomes. It helps me outline the logical sequence of screens, interactions, and decision points, enabling me to strategically structure and optimize the user experience. By mapping out user flows, this helps me to visualize a user's experience and identify potential pain points, streamline navigation, and ensure a seamless and intuitive interaction, ultimately enhancing user satisfaction and achieving the app's intended goals.

Using the user flows and site maps as a guide, I created low-fidelity wireframes to visualize the layout and functionality of a customer's shopping experience. These wireframes helped me iterate on the design and gather feedback from stakeholders before moving on to more detailed designs. I then created high-fidelity wireframes, adding in visual design elements and refining the user interface to make it more user-friendly and visually appealing. Through multiple rounds of iterations and user testing, I was able to create a final design that met our users' needs and provides a seamless user experience on the HUF mobile app.

Finally, here we have the final product-ready version of HUF mobile app. Scroll down to take a closer look at the finalized mockup screens as well as some insights as to how we resolved key pain points.

For this UX/UI case study, I conducted user research, created a persona, and performed a competitor analysis to better understand the needs and motivations of HUF customers. Based on this research, I developed an information architecture and user flow for HUF's mobile app, creating wireframes and UI iterations to design a visually appealing and intuitive interface for our users.