Overview
The Pasta Haters (TPH) is a multi-user e-commerce platform based in Sweden where consumers can shop for vintage clothes and products from established retailers.
Time Frame: 3 days Team: Lisa Gautier, founder
My Main Role: UX/UI Designer
My Additional Role: Content Writer
Tools: paper, pen, Sketch
Problem
I met with the founder of TPH to determine her brand's needs; the landing page needed to reflect the quality of a higher fashion e-commerce platform instead of a product search page.
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/fb937970-4c0a-4655-bd9c-bc3fda1127cc_rw_1920.png?h=61516dcd51761078e5a15c1c53b68684)
Solution
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/07361b89-6e01-4204-a6fd-75b150ff3a97_rw_1920.png?h=608f219dff6fdd90d7766c8ceaaed9d9)
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/64ee29bc-55f4-4d55-9015-e157b6a07080_rw_1920.png?h=00358bea66e46175f0459ed6112010b1)
Process
Competitive Analysis: I analyzed the landing pages of TPH's competitors like ASOS, UNIQLO and Nasty Gal to find out what TPH needed to reflect higher quality fashion. I then met with the founder to present the key take aways.
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/0599b306-7799-45e8-bc44-e6a734bec912_rw_1920.png?h=a0fe2b910cabce729b8c5ccce337d158)
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/b2ce933a-04c0-4f79-879d-59d3a6ee9496_rw_1200.png?h=ad1f2c3f121edca1f24ff700a49abc5d)
ideation: in a previous project, the TPH retailer dashboard, I realized that many of TPH's retailers have established businesses with loyal customers. So, I added a new key feature to the landing page; a section that would make this partnership transparent to new consumers and easily accessible to loyal customers.
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/1b35f63c-ee7f-41d0-b5ab-4806ad6f42fd_rw_1200.png?h=86019f553c0bf99ef0a168cbe23cce52)
Sketches: How can I visually manifest my research and ideas on TPH's landing page? I roughly sketched wireframes influenced by the competitive analysis and ideation phase.
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/58fb004e-a4e7-4f8e-812a-7792a42b5dab_rw_1200.png?h=3933c34ad9765a37d385294680db6546)
Wireframes: I decided which sketchy contender would be the winner by developing them on Sketch. The left was chosen!
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/6e2993c2-d404-4b30-b581-cdfbd65b784c_rw_1920.png?h=0a34813feb81ade5ac598c84a1c979a3)
![](https://cdn.myportfolio.com/b3e3ff8f142fe26fff7e5c5ca612cb63/fdd18d34-705e-49c3-a7b6-9f955f00bb2b_rw_1920.png?h=88f27de615e998712bee9e89e87dea3f)
Learnings
• Competitive analysis helped identify patterns in the fashion e-commerce industry and set goals for TPH's platform.
• Understanding one user can help ideate for another; previous user testing for The Retailer Dashboard helped ideate for the consumer user.