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StepUp: E-Commerce Mobile App

UI/UX : 2023

“StepUp” “is a bold and trendy footwear brand based in Sydney, Australia. They are a lifestyle footwear brand for high school and college freshers who are looking to express themselves through their fashion choices. The target audience for the website is high school and college freshers who like to express themselves with their bold & trendy fashion choices. The audience is primarily made up of millennials and Gen Z, with an even split between males and females.


When shopping for shoes online, customers are unable to physically inspect the product before making a purchase. This can lead to uncertainty about the quality, fit, and appearance of the shoes compared to what is shown in the product images.


  • Having an unboxing video is a great way to give customers a more in-depth look at the product they are considering purchasing. By watching the video, customers can see the product in detail and get a better understanding of its features and appearance. This can help to build trust and provide customers with a more accurate representation of what they will receive.
  • Including influencer posts on Instagram is also a great way to build trust and provide customers with additional perspectives on the product. Influencer posts often include detailed information and personal experiences with the product, which can help to provide a more well-rounded view of what to expect when using the product.
  • By incorporating both an unboxing video and influencer posts into your StepUp platform, you are providing customers with multiple ways to gain information and confidence in the products they are considering purchasing. This can help to reduce uncertainty and improve the customer experience, ultimately leading to higher customer satisfaction and repeat purchases.


Competitive Analysis

Performing a competitive analysis identifies competitors’ strengths and weaknesses relative to their own business, product, and design. The insight we gained through competitive analysis research helped us develop better product. The purpose of competitive analysis is to understand the competition, identify opportunities, and find an edge. This analysis provided us valuable insights to develop a UX strategy to enhance a product’s user experience and business value.

Insights from Analyasis


Information Architecture & User Flow

We created Information architecture (IA) focusing on organizing, structuring, and labeling content in an effective and sustainable way. The goal is to find information and complete tasks. User flow is the path taken by a prototypical user on a website or app to complete a task. The user flow takes them from their entry point through a set of steps towards a successful outcome and final action, such as purchasing a product.

Wireframes & Iterations

We used wireframes to layout content and functionality on a page which takes into account user needs and user journeys. Wireframes are used early in the development process to establish the basic structure of a page before visual design and content is added. Wireframes will also save considerable time and money in the testing and amends phase later in the project.

Design and Deliver

Design System

We have created a design system, a collection of reusable UI components. In it, we can define UI elements such as buttons as well as text elements and other elements that I will be reused throughout the design file. This makes the design workflow very easy. One of the major benefits of a design system is consistency. Having a design system that has things like colors, typography, spacing and many such other items clearly defined ensures consistency across the design file. It also makes the design workflow smoother and faster.

Final Design

Landing Page

By adding various features to the landing page, such as offers in the hero banner, a shop by categories section, discount cards, new arrivals, and a shop on Instagram option, our aim is to make the website more user-friendly and increase conversions. These features offer a convenient and easy way for users to navigate the site and find what they are looking for. Additionally, the vibrant design style is tailored to your target audience of high school and college students. This energetic and eye-catching style is intended to appeal to this demographic and create an inviting and engaging atmosphere that encourages them to explore the site and make purchases.

Shop on Instagram

Including Instagram posts from product influencers and celebrities can be an effective marketing technique for several reasons:
Visual appeal: Instagram is a visual platform and by showcasing the product in use, customers can get a better idea of what the product looks like in real-life scenarios.
Social proof : When customers see people they follow and trust, such as influencers and celebrities, wearing the product, it creates a sense of social proof and increases their trust in the product.
Authenticity: When influencers and celebrities share their genuine thoughts and experiences with the product, it helps to build authenticity and credibility around the product.
Overall, including Instagram posts from product influencers and celebrities can help to build trust and credibility around your product, increase exposure, and drive sales.

Unboxing Video

Providing a genuine unboxing video on the product details page is a unique and effective way to market your product.
Transparency : An unboxing video gives customers an inside look at the product, its packaging, and contents, providing transparency and allowing them to see exactly what they will receive.
Trust building : By showing a genuine unboxing experience, customers can see that the product is exactly as advertised and that there are no hidden surprises.
Increased engagement: An unboxing video can be an engaging and entertaining way for customers to learn about the product. It can also generate excitement and anticipation for the product, which can lead to increased interest and sales.
Differentiation : Providing an unboxing video instead of a traditional cinematic clip can set your brand apart and make your product stand out in a crowded market.

Additional Info

The About Us section provides an overview of the company, including the cities served, the team behind the company, and recent media coverage. This information helps to build credibility and trust with potential customers.
The blog page allows users to read information about the product, industry, and company.


When the project was finished, it was handed off to developers for the following phases in the development process. We will keep working closely with these developers to ensure the product’s quality.

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