Women's e-commerce site that uses customer life stories to inspire new product designs.

My Role

I did the UX Design for the responsive e-commerce site that also featured stories of women's lives.


  • Define user

  • .Research user needs & behavior

  • Conduct Interviews

  • Competitor Research

  • IA

  • Test prototypes

  • Implement testing results to re-design product


  • Brief of research analysis

  • Wireframes

  • Sitemaps

  • Personas

  • User Task Flows

  • High Fidelity Prototype

Feature Prioritization to define MVP and future versions

Defining User and Research

SquaredStories users are professional women, ranging in age between 27-65 who have disposable incomes and fast-pace schedules. Below are three of the personas created in defining the customer and customer needs.

After interviewing five women ranging in age between 27-65, I evaluated their user needs and the features the company's competitors offered.

Competitor Feature Analysis

Establishing Site Structure and IA

Sitemaps and User Flows

Initial definition of tasks.

Establishing full flow of site.

Define specific user journeys in detail.



Wireframes were tested using Invision prototype testing by ten women and two men within the targeted age range, inhabiting coastal cities.

Scroll through some of the page designs below.

www.tomtomsdesigns.com (Graphic, Marketing, Fine Art & Entertainment Design)

www.squaredstories.com (Custom Apparel Brand)

  • LinkedIn - Black Circle