Themys App Screenshot

UX/UI Case Study

Cura

Reimagining the online shopping experience for press-on nails through AR try-ons and mood-based navigation, helping users explore styles that reflect their identity.

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Project Overview

My Role

UX research, UI design, prototyping, branding, illustration, animation

Tools

Figma, Illustrator, After Effects

Timeline

16 Weeks

The Problem

Online shopping for press-on nails often lacks the tactile and visual context needed to make confident purchase decisions. Users struggle to visualise how designs will look on their hands or how they might suit their personal style or mood. Decision fatigue can lead to reduced engagement, especially for first-time buyers. Additionally, the lack of accurate online representation contributes to higher return rates for fashion products, underscoring the need for more immersive and informative digital shopping experiences.

The Solution

The solution is a web-based shopping experience that uses augmented reality, mood-based navigation, and emotional design to help users make confident press-on nail purchases. Instead of scrolling through long lists of similar products, users interact with a personalised interface that updates in real time based on their mood and aesthetic preferences. The AR feature allows them to virtually try on nail designs, giving them the visual context they normally lose when shopping online. By reducing decision fatigue and guiding users toward styles that feel authentic to them, the system creates a more intuitive and enjoyable way to explore and choose press-on nails.

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Research and Insights

Key Findings

  • Decision Fatigue - Many people feel overwhelmed when they're faced with too many options online.
  • Users struggle to find products that really reflect their identity, which makes the shopping process frustrating.
  • Current cost of living means people are more cautious with their spending. They want to feel confident about their purchase.
  • Online return rates are almost three times higher than in-store purchases
User Persona

Primary user persona: Ava, 28, Budget-conscious professional

User Journey

Full size image

Wireframes & Prototyping

-Initial Concepts-

Paper Wireframes

Initial concept sketches - focusing on how existing apps make decision making more fun

Low-fi Prototype

Turning sketches into lo-fi prototypes for testing

User testing responses

  • Liked the story format.
  • Users are mixed when it comes to the onboarding quiz, most saying they would use only if prompted at the beginning.
  • Easy to follow process, from quiz to product selection to AR try-on.
  • There was a general interest in the AR.

-Developed Concepts-

Paper Wireframes

Developed iteration in lo-fi format, option A

Low-fi Prototype

Developed iteration in lo-fi format, option B

Paper Wireframes

Incorporating branding into the interface

User testing responses

  • Reduce quiz size, as users found that it could be too long. Therefor conflicting with decision fatigue.
  • Users said that the quiz would be helpful, especially when they are unaware of their style.
  • Recommended to add a look-book section where they could add their favourites.
  • The AR feature is seen as helpful and engaging.

-Pivot Point-

Change in direction

I revisited my research after noticing that the initial prototype felt slow and static. The goal became to create something faster, punchier, and more fluid, helping reduce decision fatigue and improving the overall experience.

Paper Wireframes

Initial concept sketches - focusing on how existing apps make decision making more fun

Changes made

The quiz was redesigned to be generative, making choices dynamic and shifting away from a traditional questionnaire. Users can now save the looks they love, which helps shape future recommendations and builds a stronger emotional connection with the experience. This update also gives the feature its own dedicated page rather than presenting it as a simple story-style overview.

Illustration & Animation

Paper Wireframes

Illustration for the home page, to give the feeling of mystery and curiosity.

Low-fi Prototype

Character illustrations, designed to work with motion graphics.

Video created with After Effects to make the web app feel more dynamic.

Reflections & Learnings

What I learned

  • Strengthened my understanding on interactive and emotional design
  • How principles can go beyond a single product
  • Redescovered my love for illustration and making them come to life with After Effects

What Could Improve

  • Develop Cura into a fully functional web app
  • Integrate AR capabilities
  • Add a backend system to track preferences for smarter recommendations
  • Include social sharing or community-based interactions
  • Build a live web-app version to validate technical and commercial potential