Redesigning the online shopping experience.

Company Overview

Threadflip was a new social shopping experience by offering women a simple way to convert their closets into a boutique-like experience, connecting buyers with sellers, and capturing the collaborative energy of shopping with friends.

Challenges & Approach

Threadflip came to us to redesign their iOS mobile onboarding experience for two reasons:

  1. to have more users sign-up; and
  2. to return to the app after first time use.

Additionally, they realized from their usability studies that new users didn’t understand the core features well enough and got lost when first arriving to the app. The goal of this project was to address these issues by redesigning the onboarding screens to better convey Threadflip’s value proposition and core features.




Information architecture
Interaction design
Project management
Visual design


Mar. 2015 – Jun. 2015 (4 months)


Information Architecture

To better understand the current workflow, my colleague and I conducted an initial analysis on the existing information architecture to identify potential problem areas.


Low-Fidelity Wireframes

We then brainstormed a variety of screen flows to emphasize the following:

  • Educate: To improve user education around product mechanics (the how)
  • Inform: To improve communication of product and value proposition (the what and why)

Pros and cons for the screen flows were mapped out.


Medium-fidelity wireframes

After finalizing the low-fidelity wireframes, I created medium-fidelity wireframes by providing the visual framework based off of Threadflip’s branding guidelines.

Final Results

We redesigned Threadflip’s onboarding screens to help both novice and expert users. New users were able to quickly grasp the value proposition and core features, while also experiencing a more appealing visual design. Expert users were able to skip the onboarding screens and go straight to the sign-in screen with one tap.