Project Overview
UX research, UI design, prototyping, coding, branding, illustration
Figma, Illustrator, VS Code
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 don't 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 to combat discriminatory pricing.
Research and Insights
Key Findings
- 78% of users were unaware of gender-based pricing in everyday products
- Users wanted transparency and alternatives when price discrimination was identified
- Mobile-first approach was crucial for in-store comparison shopping
- Trust and data accuracy were primary concerns
Primary user persona: Eliza, 28, Budget-conscious professional
Wireframes & Prototyping
Initial concept sketches focusing on core user flows
Refined designs with final visual hierarchy and interactions
Brand & UI Design
Design Philosophy
The visual identity emphasizes 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 - Subeadings
Gitan Latin - Body
Logo and variations
Stylescape
Reflections & Learnings
What I learned
- Importance of inclusive design
- Building a coded prototype helped me think more like a developer when structuring designs
- Figma prototyping to emulate realistic user flows
What Could Improve
- More diverse user testing groups
- Testing throughout the entire process
- Community driven database