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Alice is a one-stop app that unites your favorite selling apps and let’s you manage them all from one place. Simply customize your features & Sell online more efficiently.

Project kickoff

Understanding and analyzing the project

The goal is to develop an app that would round-up all the apps for creative community users to sell their goods in one place. There is a need for simple and effective solution, to design a sort of “clean-up” from all the information the DIY and creative community faces in the process of trying to sell their items online.

Design goals and objectives
1) Define all the apps a creative seller uses and their problems
2) Define what a creative seller really needs in order to track their sellings more simply
3) Find a way to connect the apps a creative seller uses, now in one simple app that a creative seller can really count on

Product requirements
-map the app of the user’s journey of using various selling apps and see what are their top priorities
-see what features of the selling apps the user uses the most on his application
-create a simple design that will round up all the relevant notifications and features a creative seller wants to have on one place
-detox all the unnecessary features
-this mobile app will notify the user just with the most relevant info upon which he will need to act immediately in order to sell and organize his sellings efficiently

When sellers try to sell online they often use more than just one selling platform. This means they have to take care of several app accounts in the same time if they want to have fresh and instant info about their selling, such as notifications about new purchases, customer questions, etc. The following becomes a problem to cope with efficiently and very complicated. The user needs a simple app that will unite all the relevant info and filter only the most relevant notifications.


Project kickoff
Process plan
Contextual inquiry
and survey
Feature Matrix
User Flow (Sitemap)


Project process

The first step of the project process is the kickoff – creating an idea for the new product, seeing the main problems, and generating first assumptions based on the user and business needs also. Based on the complexity and size of the project, the User research plan will organize all future processes.

Research phase will validate assumptions, open new questions, help to learn and empathize with users needs, problem and behaviors.

Defining phase hhelps to form insights, identify persona and features for the application. Results are clear and right problems to solve in the Ideation phase with Information Architecture, Site map and User flows.

With the help of wireframing in Prototype and Validation phase eedback from the users about the usability and usage of the layouts will be gathered. The final step is to create a strong identity, functional and desirable design and prepare everything for production.




(Developing the idea)

and Validation

Final design
& Preparing for code


Process Plan

After finishing the first phase of understanding the project, creating assumptions and seeing the complexity of the project, the User research plan will organize steps of the UX process.

By defining the primary focus and organizing the goals, the project has the foundation on which the future process will be built.

First week is Research and Defining phase: Literature Review (Secondary Research), Competitive Analysis, Contextual inquiry and survey, Persona defining.

Second weekDefining and Ideation phase: Product Roadmap, Sitemap, User flow and starting with Wireframing.

Third week: Wireframes and Usability tests.

Last week: UI and Identity design.


Contextual inquiry and online survey

The goal of the research was to achieve understanding of user’s problems, needs, goals and limitations. For the online survey SurveyMonkey was used, but the most helpful approach was a Contextual inquiry. Spending a day with the focus group talking and watching them how they use products like Ebay and Amazon we concluded certain results.

The users want an app that would roundup all the main features from Ebay and Amazon so they can sell their goods in one place. The user needs a simple and effective solution which will help them with managing and analyzing data (seeing monthly sales and profit through platforms).

Their problems are related to managing between platforms, safety issues, faster and easier replying to customer questions and creating templates for a future product.

Research results for Features of the selling apps:

Users think this notifications are necessary: 30% of the subjects think it is a notification “Negative feedback received”, 20% think it is “Re-stocking needed (Your item is close to be out-of-stock)” notification, 90% think it is the “New purchase” notification, 80% think it is the notification “Buyer has payed for item”, 60% “New message from buyer/ other user”.

% of the subjects are willing to pay for the new feature:

20% for better package tracking service/feature,

40% for a Notification before a negative feedback gets published-would like to have time to sort it out with the buyer first.


Analyzing the user’s persona

By gathering results from the research and organizing them into categories, we developed a persona that represents the average user.

The Alice app user is a 18-35 y.o. creative and ambitious person with no time to lose (from now on called Gabriela). Gabriela wants to earn money from her online sales (reselling products, selling her creative things and old stuff), but does not have time to loose. Gabriela does her online selling as a part-time job, spending around 3-4 hours a day on her selling side job.
Gabriela sometimes feels overwhelmed with all the features her selling apps have, and frustrated at the same time with the features that she considers lack and would be useful. Gabriela wants a simple, fresh, modern, positive and practical design.


Main features of the Alice application

Main Goal:
Having all the relevant info from selected selling apps clearly visible in one place. “One-stop-shop” point for online sellers. Simple and effective.

New message from a buyer/user
Negative feedback received
Restock needed
Newly purchased product
Tracking shipped packages
Requested cancellation of order

Photo capturing and editing
Sales analyzer
Top selling products
Low selling products
The total value of listed products
Not shipped
Customer rating
Product rating
Delivery date



After defining main features and the problems that they need to solve, structuring the application is the next step. Every feature has a certain user flow, so that based on those flows, the entire structure will be developed. Through sketching and organizing pages, a structure with a combination of sitemap, user flows and low-fidelity wireframe was developed. This way, the Information Architecture has a strong and solid structure organized based on the user-centric approach.


Prototype and validation

High-fidelity wireframes are the next step of low-fidelity wireframes. Deeply understanding the structure, positioning, hierarchy, user flows, usability and interaction design wireframes is necessary to prepare the user testing. Testing was done through InVision app. There were 15 one-on-one testing interviews with selected users. Through tests records we gained insight to what user understands, which elements and flows they have trouble with and how we can improve the application based on the given feedbacks.


Creating professional User Interface design that represents the brand identity, and creating high-quality communication with users.


Standard for logo


Logo Design was inspired by connection of different platforms to one unique application. This symbol merged with a letter A, short of “Alice” (“Alice in Wonderland” becomes “Alice in Sellerland”). It is a strong, striking, modern and memorable logo that represents one unique application that has the power to connect and simplify sales.



Roboto Font Family

Design of this project uses Material design standards and patterns. By using Material design, the project achieves a usability standard and patterns that users are used to interact with. Design is not focusing only on material, but using other patterns and examples of good practice.

Roboto font family is the standard typography in the application. It creates a clean, simple, standard, and strong identity.

The colors are selected from the Material design color standards. They are selected to represent a young, modern and vibrant identity with a strong impact.


Standard colors

UI Design

User interface design

Before creating UI design, the identity of the future brand was created. By using identity guidelines, the UI design will communicate a story of the brand and create intuitive usability for the users. By focusing on interactive design and usability, the design will accomplish its purpose.