UX/UI Case Study

Themys

A product comparison app that helps users avoid gender-based price discrimination.

View Prototype

Project Overview

My Role

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

Tools

Figma, Illustrator, VS Code

Timeline

8 Weeks

The Problem

Gender-based pricing affects millions of consumers daily, with women paying up to 13% more for similar products. Existing comparison tools do not account for gendered marketing or help users identify price discrimination patterns.

The Solution

Themys empowers users to make informed purchasing decisions by comparing products across gender categories, highlighting price disparities, and providing alternative options.

Research and Insights

Key Findings

78% of users were unaware of gender-based pricing.
Users wanted transparency and alternatives.
Mobile-first design was essential for in-store use.
Trust and data accuracy were major concerns.

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

Wireframes & Prototyping

Initial concept sketches focusing on core user flows

Refined designs with final hierarchy and interactions

Brand & UI Design

Design Philosophy

The visual identity emphasises inclusivity and trust through a gender-neutral colour palette, clean typography, and accessible design patterns. The purple accent represents empowerment while maintaining professional credibility.

Colour Palette

Typography

Gitan Latin – Headings

Gitan Latin – Subheadings

Gitan Latin – Body

Logo and variations

Stylescape

Reflections & Learnings

What I learned

Importance of inclusive design
Building a coded prototype improved development thinking
Using Figma prototyping to create realistic flows

What Could Improve

More diverse testing groups
Testing throughout the entire process
Community-driven database