UX Redesign / Mobile App / Information Architecture
Where Craft Lovers Go
The Big Picture
Itsy Bitsy, an e-commerce platform for art and craft enthusiasts, struggled with cluttered navigation and a high bounce rate. Using a User-Centered Design (UCD) approach, we conducted a UX audit, usability testing, and card sorting to uncover key friction points.
We then redesigned the information architecture, clarified product categories, and improved the checkout flow—focusing on a clearer, more accessible, and seamless shopping experience.
Project Type
Group Project
Role
UI/UX Designer + Visual Designer
Timeline
February 2025-March 2025
Tools
Figma, Procreate, Confluence
What do our users need?
Easy discovery of products and workshops, a smoother checkout experience, and a platform that feels organized, trustworthy, and supportive of their creative goals.
My objective :
Improve Accessibility
Make it easy for users to find what they need.
Enhance Navigation
Build a clear, intuitive structure with less clutter.
Support Creative Needs
Help users quickly locate the right supplies and workshops.
Boost Engagement
Create a smooth, enjoyable experience that keeps users coming back.
Target Audience
Creative learners and professionals aged 10–45, including design students, DIY enthusiasts, artists, and semi-urban users needing easier access to quality materials and workshops.
10-45 years
Behind every purchase is a creator ready to make something meaningful. But on the current Itsy Bitsy platform, the gap between discovering materials and beginning a project feels wide. Users browse endlessly, unsure which tools or workshops match their needs — turning potential makers into passive visitors.
The Solution
Creativity, Simplified
The redesigned Itsy Bitsy platform transforms how creators begin their making journey.
Across India, crafters often struggle with cluttered categories, overwhelming choices, and unclear pathways to the right materials. What should spark creativity instead creates friction and uncertainty.
Our solution brings everything together into a simplified, intuitive experience — helping users discover supplies, learn techniques, and start creating with confidence. It turns browsing into making, and confusion into creative flow.
1. Understand
What should we focus on to improve the customer's experience?
"While analyzing the brand, I realized how overwhelming the creative buying journey can be when the platform doesn’t guide users well. As someone who values clarity and inspiration, I felt a strong need to redesign Itsy Bitsy into a space where creativity feels effortless rather than confusing."
Itsy Bitsy positions itself as a vibrant and creative brand that celebrates diversity and hands-on learning. Its identity blends a colorful, DIY-focused personality with a supportive, community-driven culture—connecting with students, hobbyists, and educators who see themselves as inspired, resourceful, and part of a larger creative community.
"While mapping the brand’s identity, I realized how strongly creativity and community shape Itsy Bitsy’s personality. This helped me understand that the redesign shouldn’t just improve usability- it should preserve the brand’s vibrancy while making the creative journey feel more guided and inclusive."
For 10-45 age groups
Vision: To be India’s most accessible and trusted craft and DIY brand. Mission: Providing a one-stop platform for quality art, craft, and stationery products. Tagline: “To Spread and Encourage Creativity”
"I realized how important accessibility is for a brand that serves such a wide creative age group—from students to professionals. Their mission to “spread creativity” isn’t just inspirational; it demands a platform that feels intuitive, inclusive, and supportive for users across cities and semi-urban areas"
I realized that users don’t just need products—they need clarity, guidance, and reliable delivery. Balancing creative inspiration with functional efficiency became key to shaping the platform.
User Platform Interaction
The growing user base and high web traffic show strong interest, but the high bounce rate and lower mobile engagement indicate that users struggle to navigate the platform smoothly—especially on mobile.
Seeing the high bounce rate made me realize how many users leave before discovering the products they need. It reinforced the importance of simplifying the experience, especially for mobile users who form a large part of the audience.
Our PageSpeed Insights from Google revealed slow loading times, accessibility gaps, and navigation challenges on Itsy Bitsy’s web application. These impact user experience by retaining less users and making shopping less intuitive.
Design Testing
Functionality Improvements
Add customizable kits, smoother navigation, and AI-based recommendations to make product discovery easier and more efficient.
Communication Enhancement
Refresh brand messaging and visuals to feel more creative, modern, and connected to users’ needs and expectations.
Technology Upgrades
Improve load times, introduce features like voice search or 3D previews, and optimize both web and mobile for a seamless experience.
Brand Evolution
Modernize the identity while staying true to creativity and reliability, and explore loyalty programs to build stronger user trust and engagement.
During design testing, I realized that users weren’t asking for complex features—they simply wanted a smoother, more modern experience. Their feedback made it clear that improving clarity, speed, and brand freshness would have the biggest impact.
2. Specify
Defining clear user needs and pinpointing core problems.
After analysing the research findings and usability data, we translated insights into clear problem statements, user needs, and system requirements. This stage focused on defining what the platform must achieve — through MoSCoW prioritisation, journey mapping, stakeholder mapping, and identifying gaps in the current experience.
How might we create a clearer, more inspiring experience for students and creators across India?
3. Design
Creating solutions through sketches, flows, and prototypes.
4. Evaluate
Testing ideas with users and refining based on feedback.
Revamped Visual Style
Design System
I implemented a consistent design system to ensure clarity and visual harmony.
Reflection and Next Steps
Building on our observations, think-aloud insights, and user testing sessions, the next step is to refine the flow, simplify key interactions, and address usability barriers highlighted by participants. We will iterate on the prototype, validate improvements with a new round of testing, and prepare the platform for development with clearer navigation, faster performance, and a more intuitive user experience.
What I Learned:
Understood how small usability gaps—like slow load time or unclear navigation—can significantly impact user trust and engagement.
Learned that users value simplicity over advanced features, and clarity in the buying journey matters more than quantity of features.
Realized how research methods like think-aloud, observations, and usability testing reveal hidden friction points that analytics alone cannot show.
Saw the importance of aligning the digital experience with Itsy Bitsy’s creative, inspiring brand personality.
Next Steps:
Test the refined prototype with a new set of users to validate improvements.
Enhance mobile usability and performance, especially addressing load time and bounce rate issues.
Build a more robust design system to ensure consistency across web and mobile.
Explore smart features like AI recommendations or customizable kits to support different user groups (students, educators, hobbyists).