Sketching & Wireframing  

my role

  • Converted feedback themes into IA & UI 
  • Designed all screens for MVP task flows
  • Collaborated daily with other stakeholders to adjust design according to business goals, style preferences, and usability
  • Annotated wireframes and led handoff to development team

THE Tools

  • Pen and Paper Sketches 
  • Lo-Fi Wires in Sketch 
  • Hi-Fi, pixel-perfect annotated wireframes

Key Takeaways

  • Iterative design process based on stakeholder, developer, and user requirements
  • Putting features together in task flow revealed trouble spots 
  • Narrowed features for MVP release, planned future features 

Early sketches

I began with pen and paper sketches to solidify Information Architecture, translate customer journey mapping into user journeys, and continuously validate.  To do the latter, I put paper prototypes in front of the team and asked them to accomplish tasks.  The initial design sprint lasted one week, at which point I began drawing screens in Sketch App.

Home Page.PNG

Key Takeaways

  • Rearranged site hierarchy in iterative designs to direct users through conversion funnel
  • Eliminated one main category of merchandise to simplify user experience and reduce burden of developing
  • Created several versions of product filtering task, based on direct user input
  • Accepted criticism and input from CEO, CMO, and CTO and redesigned accordingly


Following the initial design phase, I created high fidelity mockups in Sketch App: every screen for every task.  Design changed aesthetically based on feedback from stakeholders, and functionally based on guerrilla usability testing.  Annotations provided client and developers precise specifications on functionality.