JULA
This case study showcases a redesign of the Jula app, aiming to improve usability, modernize its design, and address core user frustrations. Through research, testing, and iterative design, we created a more intuitive shopping experience for users while staying aligned with Jula’s brand identity.
CLIENT
Jula
YEAR
2024
CATEGORY
UI/UX
Fixing Friction: A Smoother E-Commerce Experience
GOALS & SCOPE
Our goal was to identify and resolve major usability pain points using a user-centered design approach. The scope included research, heuristic evaluation, competitor analysis, user testing, and high-fidelity prototyping. This was a team project that included me and two colleagues, covering the full design cycle from insight to interactive prototype.
THE PROCESS
We approached the Jula app redesign with a structured, user-centered process focused on both discovery and validation. The project began with research and analysis, including a heuristic evaluation, app store reviews, performance audits, and a light financial check to understand business impact.
Next, we conducted a competitive analysis, benchmarking Jula against industry peers to identify UX gaps and best practices. Based on these insights, we mapped user journeys, especially around filtering, navigation, and checkout, to highlight friction points.
From there, we moved into rapid iteration:
Created wireframes to explore layout options
Developed a style guide to maintain visual consistency
Designed high-fidelity mockups with clear improvements over the original UI
Built an interactive prototype for usability testing
Finally, we conducted task-based usability tests, using realistic scenarios to evaluate whether users could navigate the app, find products, and complete purchases with ease. Each test cycle informed small but impactful refinements to layout, interactions, and content clarity.
This process ensured that every design decision was grounded in user behavior, business context, and modern e-commerce standards.
RESULTS
The redesign directly addressed the core usability problems we identified and helped streamline the overall shopping experience. Testing confirmed that users were able to complete key actions more efficiently and with fewer frustrations.
Key outcomes included:
Simplified navigation through improved icons and clearer menu structure
Streamlined checkout with easier cart access and a cleaner payment flow
Consistent pricing and layout for faster decision-making
Improved task success in testing—users could easily add items, check out, and contact support
These results suggest a more intuitive, trustworthy, and conversion-friendly app experience. With stronger UX foundations in place, Jula is better positioned to engage users and improve long-term retention.
LEARNINGS & INSIGHTS
One key takeaway from this project was the value of iteration, many improvements emerged during the design phase, not just through testing. User journeys helped uncover hidden UX gaps and shaped more intuitive flows. Even small UI tweaks, like clearer icons or better labels, had a big impact. Finally, aligning the design with Jula’s brand identity made the redesign feel familiar and easier to adopt for both users and potential stakeholders.
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