Lulus React App

Lead UX/UI Designer
React Native iOS App

2021–2022
4 Months

PROJECT
OVERVIEW

Lulus is a leading female fashion retailer that reached out to Branding Brand to design and build a native iOS app.

We took a human-centered design approach to define sets of UX blueprints that would lay the foundation for delivering an app experience that would elevated the brand's presence.

I was the lead designer on the project, primarily responsible for designing the visual and interactive elements of the app. From concept to completion I worked alongside our VP of UX Strategy, VP of Design, and a few engineers to ensure our solution met the criteria of each UX blueprint, were implemented to spec, and delivered on time and on budget.

ChALLENGES

As my first UX project, this experience was both exciting and humbling. I was learning new tools, frameworks, and ways of thinking—all while working on a real product used by thousands of customers. Balancing usability, brand, and business goals pushed me to grow quickly and stay adaptable.

Learning to Design for Real Users, Not Just VisualsAs a new UX/UI designer with a Graphic/Web Designer background, my instinct was to focus on visuals—layouts, typography, and polish. But mobile app design required a shift in mindset: I had to understand real user behavior, edge cases, and the flow of decision-making through the app.

Developing Strategic Confidence and Product ThinkingFrom the beginning of the project, I was learning new terms and adjusting to a new way of designing solutions. I started engaging more deeply in product conversations, asking questions about user goals, KPIs, and business priorities. This helped me design with intent and speak to the why behind my work, not just the what.

GOALS & CONSTRAINTS

OUTCOMES

Increase in Lulus Loyalty Members

Improved Conversion Rates

Increase in App Downloads

Positive User Feedback

Increased Sales and Revenue

Increase in User Engagement

KEY
TAKEAWAYS

A Human-Centered Approach Leads to Results that Resonate

Prioritizing the needs and preferences of the target audience was paramount. By conducting thorough research and incorporating feedback throughout the process, I was able to craft interfaces and experiences that resonate with users—ultimately driving engagement and satisfaction.

Work in Small, Iterative Loops

Embracing an iterative design approach allowed me to refine and improve my work continuously, without having to make big edits. By soliciting feedback, testing prototypes, and iterating based on insights gathered, I was able to create a more polished and effective solution that aligns closely with user expectations and project goals.

Balancing Innovation and Creativity with the Practical Realties of a Project

Striking a balance between creativity and the practical realities of budget limitations required strategic decision making about areas in the experience where we'd keep it simple, and areas where we'd push the boundaries. By allocating resources and prioritizing our efforts to deliver on the most valuable areas of the app, we were able to deliver an end-user experience that resonates while maintaining the profitability of the project.